A Theory of Marketing: Outline of a Social Systems by Lüdicke M.K.

By Lüdicke M.K.

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With the rapid evolution of information and communication technologies, marketing and consumer culture experience unprecedented shifts, for instance in the distribution of information and power. As a consequence, marketing theory (re-)inquires high-tech marketing, customer relationship management, data mining, digital products' marketing, brand bashing, or consumer resistance in the light of emerging technologies. At the same time, subject areas such as "consumer behavior, producing, purchasing, sales management, product management, marketing communications, cooperative marketing, social marketing, the efficiency/productivity of marketing systems, marketing ethics, the role of marketing in economic development, packaging, channels of distribution, marketing research, societal issues in marketing, retailing, wholesaling, the social responsibility of 17 After the death of Nieschlag and co-author Dichtl the marketing series was continued by co-author Horschgen.

G. g. g. Hellmann 2003), marketing theorists as well as sociologists remain reluctant to explore the value of social systems theory for the theory of marketing project (cf. Giesler and Venkatesh 2005). 30 Theory This section summarizes the history and status quo of (social) systems thought in marketing. It begins with an overview of applications of systems theory in marketing since the 1960s. Then, it presents basic tenets and recent applications of grand sociological theories in marketing research.

Meaning exists in the moment it is used, not before and not afterwards. Meaning is to be understood as a product of the operations that use it, rather than a quality of the world itself as Plato described it. Crucial to this understanding is that meaning cannot be enduring neither can it be stored as it is in memory. Human memories rather use memory and meaning to reproduce structures that allow them to make selections and restrict options for future connectivity. According to Luhmann, it is a self-illusion of meaning-creating systems that enduring identities exist and that observers can rely on existing memory.

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