A theory of marketing : outline of a social systems perspective
著者
書誌事項
A theory of marketing : outline of a social systems perspective
（Gabler Edition Wissenschaft）
Deutscher Universitäts-Verlag, 2006
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注記
Originally presented as the author's thesis (doctoral) -- Universität St. Gallen, 2006
Includes bibliographical references (p. 171-189)
内容説明・目次
内容説明
Marius Ludicke 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.
目次
Theory: Marketing, Branding, Sociology
Critique: Exchange, Change
Methods
Marketing as a Social System
Implications
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