A Theory of Marketing Outline of a Social Systems Perspective | EKB DL

Home BookA Theory of Marketing Outline of a Social Systems Perspective

A Theory of Marketing Outline of a Social Systems Perspective

A Theory of Marketing Outline of a Social Systems Perspective

Description

Marius Lüdicke documents and explains the largely abandoned scholarly ambition to develop a general theory of marketing. Drawing on Luhmannian social systems theory the author proposes a fundamentally different comprehensive concept of marketing that fulfills foundational scholarly and managerial requirements in an unprecedented way.

Keywords

Business & EconomicsMarketingSales & SellingAdvertising & Promotion

2006Book

Author(s)Marius K. Lüdicke

PublisherDeutscher Universitätsverlag

ISBN9783835003040

LanguageEnglish

SpringerLink Book

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