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A Theory of Marketing: Outline of a Social Systems Perspective

A Theory of Marketing: Outline of a Social Systems Perspective

Paperback

Marketing

ISBN10: 3835003046
ISBN13: 9783835003040
Publisher: Deutscher Universitatsverlag
Published: Apr 12 2006
Pages: 191
Weight: 0.61
Height: 0.48 Width: 5.83 Depth: 8.27
Language: English
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.

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