| 期刊全称 | A Theory of Marketing | | 期刊简称 | Outline of a Social | | 影响因子2023 | Marius K. Lüdicke | | 视频video | | | 图书封面 |  | | 影响因子 | 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... | | Pindex | Book 2006 |
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发表于 2025-3-21 16:10:19
