The following sections draw on the above historical analysis, the ancient requirements for a comprehensive theory of marketing, and our extensive critique of the discipline to evolve a social systems theory of marketing. Utilizing the methods mentioned above and Luhmannian theory of social systems as a key interpretive framework, the sections develop a coherent and empirically valid description of marketing. Having analyzed the problems of prior approaches, we chose to describe marketing as a social system, and communication about and through brands as their basic operation. We define “preferences towards a brand versus no preferences towards a brand” as the fundamental code marketing systems use to distinguish themselves from their environments. Unlike other authors, we place the medium of brands in the center of the theory.
KeywordsEconomic System Market System Marketing Research Marketing Program Marketing Communication
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