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A Theory of Marketing

DOI: 10.1007/978-3-8350-9131-3

ISBN: 978-3-8350-0304-0

Publisher: DUV - Springer Journals

Jan 1, 2006

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Introduction

Pages: 1 –15

[This dissertation documents an attempt to rethink one of the most exciting socio-economic phenomena of the emerging 21st century: the concept and reality of marketing. As marketing is a world of its own, which it takes at least a decade of reading and practice to travel across, it is important...
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Theory

Pages: 17 –49

[A theory of marketing explains marketing. A theory in marketing explains phenomena that marketing is concerned with. A theory with marketing contains marketing when explaining something else. The purpose of this section is to subsume the state of the art and science surrounding these three...
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Critique

Pages: 51 –67

[This section inquires into empirical and scholarly support of Fisk’s thesis that marketing is everybody’s business by analyzing how the discipline described its fundamental “business” over time and the consequences of respective historical decisions.]
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Methods

Pages: 69 –73

[This section describes the methods applied to develop this theory of marketing. Instead of repeating methodological discourses about the salient dichotomies of quantitative versus qualitative data and inductive versus deductive methods or reproducing the infamous argument of rigor versus...
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Marketing as a Social System

Pages: 75 –146

[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...
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Discussion

Pages: 147 –159

[This section draws on the requirements towards a theory of marketing mentioned above which scholars suggested over the last six decades, to reflect on the theoretical contribution of our theory of marketing.126 Subsequently, we discuss how this theory fulfills its own requirements.]
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Conclusions

Pages: 161 –166

[The goal of this thesis was to advance the theory of marketing project with a conceptual framework that allows for a theoretically and empirically consistent description of marketing as a societal phenomenon, considers all practical and theoretical interests associated with the marketing notion,...

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