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[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.]
Published: Jan 1, 2006
Keywords: Economic System; Market System; Marketing Research; Marketing Program; Marketing Communication
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