Details

Title A theory of marketing: outline of a social systems perspective
Creators Lüdicke Marius K. Lüdicke
Imprint Wiesbaden: Deutscher Universitätsverlag, 2006
Collection Электронные книги зарубежных издательств; Общая коллекция
Subjects маркетинг
LBC 65.291.3
Document type Other
File type Other
Language English
Rights Доступ по паролю из сети Интернет (чтение, печать)
Record key RU\SPSTU\edoc\54688
Record create date 10/26/2018

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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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