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A Theory of Marketing

Outline of a Social Systems Perspective

  • Book
  • © 2006

Overview

Authors:
  1. Marius K. Lüdicke
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Table of contents (7 chapters)

  1. Front Matter

    Pages I-XV
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  2. Introduction

    Pages 1-15

  3. Theory

    Pages 17-49

  4. Critique

    Pages 51-67

  5. Methods

    Pages 69-73

  6. Marketing as a Social System

    Pages 75-146

  7. Discussion

    Pages 147-159

  8. Conclusions

    Pages 161-166

  9. Back Matter

    Pages 167-189
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Keywords

About this book

Marketing has become one of the most influential forces in contemporary market economies. Yet despite ubiquitous empirical presence, uncountable textbook definitions, and sixty years of scholarly work, a coherent sociological understanding of this powerful concept is still amiss.

Drawing on Luhmannian social systems theory, historical analysis, and four qualitative studies, the author theorizes on the marketing function as a self-contained system of communications. It is argued that marketing systems prosper within a host organization if and as long as they successfully influence observers' preferences towards particular brands. On these conceptual foundations a comprehensive brand- and communication-centered theory is developed that fulfills Alderson', Cox' and Bartels' foundational requirements for a general theory of marketing in an unprecedented way.

About the author

Dr. Marius Lüdicke promovierte bei Prof. Dr. Beat F. Schmid am Institut für Medien- und Kommunikationsmanagement an der Universität St. Gallen.

Bibliographic Information

  • Book Title: A Theory of Marketing

  • Book Subtitle: Outline of a Social Systems Perspective

  • Authors: Marius K. Lüdicke

  • DOI: https://doi.org/10.1007/978-3-8350-9131-3

  • Publisher: Deutscher Universitätsverlag Wiesbaden

  • eBook Packages: Business and Economics, Business and Management (R0)

  • Copyright Information: Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2006

  • Softcover ISBN: 978-3-8350-0304-0Published: 12 April 2006

  • eBook ISBN: 978-3-8350-9131-3Published: 06 November 2007

  • Edition Number: 1

  • Number of Pages: XV, 191

  • Topics: Marketing

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