| Description |
1 online resource |
| Series |
Gabler Edition Wissenschaft |
|
Gabler Edition Wissenschaft.
|
| Contents |
Theory -- Critique -- Methods -- Marketing as a Social System -- Discussion -- Conclusions |
| Summary |
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 |
| Analysis |
economie |
|
economics |
|
bedrijfswetenschap |
|
management science |
|
marketing |
|
Management studies, Business Administration, Organizational Science (General) |
|
Economics (General) |
|
Management, bedrijfskunde, organisatiekunde (algemeen) |
|
Economie (algemeen) |
| Bibliography |
Includes bibliographical references |
| Notes |
Print version record |
| In |
Springer e-books |
| Subject |
Marketing.
|
|
marketing.
|
|
BUSINESS & ECONOMICS -- Industrial Management.
|
|
BUSINESS & ECONOMICS -- Management.
|
|
BUSINESS & ECONOMICS -- Management Science.
|
|
BUSINESS & ECONOMICS -- Organizational Behavior.
|
|
Marketing.
|
|
Affaires.
|
|
Science économique.
|
|
Economie de l'entreprise.
|
|
Marketing
|
| Form |
Electronic book
|
| ISBN |
9783835091313 |
|
383509131X |
|
