TY  - BOOK
AU  - Ludicke, Marius 
TI  - A theory of marketing: outline of a social systems perspective
SN  - 9783835003040
U1  - 658.8 
PY  - 2006///
CY  - Wiesbaden
PB  - Deutscher Universitats-Verlag
KW  - Marketing
KW  - Economics
KW  - Social systems
N2  - 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.

https://www.springer.com/gp/book/9783835003040
ER  -