A Theory of Marketing (PDF)
Outline of a Social Systems Perspective
(Sprache: Englisch)
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...
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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.
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.
Autoren-Porträt von Marius Lüdicke
Dr. Marius Lüdicke promovierte bei Prof. Dr. Beat F. Schmid am Institut für Medien- und Kommunikationsmanagement an der Universität St. Gallen.
Bibliographische Angaben
- Autor: Marius Lüdicke
- 2007, 2006, 191 Seiten, Englisch
- Verlag: Deutscher Universitätsvlg
- ISBN-10: 383509131X
- ISBN-13: 9783835091313
- Erscheinungsdatum: 06.11.2007
Abhängig von Bildschirmgrösse und eingestellter Schriftgrösse kann die Seitenzahl auf Ihrem Lesegerät variieren.
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- Dateiformat: PDF
- Grösse: 10 MB
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Sprache:
Englisch
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