A Theory of Marketing

Outline of a Social Systems Perspective

  • Authors
  • Marius K. Lüdicke

Table of contents

  1. Front Matter
    Pages I-XV
  2. Pages 1-15
  3. Pages 17-49
  4. Pages 51-67
  5. Pages 69-73
  6. Pages 147-159
  7. Pages 161-166
  8. Back Matter
    Pages 167-189

About this book


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.


Advertising Branding Corporate communications Economic sociology Marketing function Marketing theory marketing

Bibliographic information

  • DOI
  • Copyright Information Deutscher Universitäts-Verlag | GWV Fachverlage GmbH, Wiesbaden 2006
  • Publisher Name DUV
  • eBook Packages Business and Economics
  • Print ISBN 978-3-8350-0304-0
  • Online ISBN 978-3-8350-9131-3
  • Buy this book on publisher's site
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