{"product_id":"a-theory-of-marketing-outline-of-a-social-systems-perspective-9783835003040","title":"A Theory of Marketing: Outline of a Social Systems Perspective","description":"\u003cp\u003e • Author(s): Marius Lüdicke\u003cbr\u003e • Publisher: Springer\u003cbr\u003e • Publisher Imprint: Deutscher Universitatsverlag\u003cbr\u003e • BISAC: Marketing - General\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eFrom the Back Cover\u003c\/b\u003e\u003cbr\u003eMarketing 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. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e 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. \u003cp\u003e\u003c\/p\u003e","brand":"Springer","offers":[{"title":"Paperback","offer_id":45277804527767,"sku":"9783835003040","price":3672.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9783835003040.webp?v=1769289236","url":"https:\/\/atlanticbooks.com\/products\/a-theory-of-marketing-outline-of-a-social-systems-perspective-9783835003040","provider":"Atlantic Books","version":"1.0","type":"link"}