A Theory of Marketing Outline of a Social Systems Perspective /

• Main Author: Lüdicke, Marius K. (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : DUV, 2006.
• Subjects: Business.; Marketing.; Business and Management.

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 Luhmanni...