By Lüdicke M.K.
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Extra info for A Theory of Marketing: Outline of a Social Systems Perspective
Third, based on these fundamental distinctions as well as on current observations of "globalization," regional boundaries became meaningless when observing societies. According to Luhmann, the main mistake was to believe that researchers could describe society from the outside. g. Habermas 1984a; Habermas 1984b). Yet, social systems theory cannot be written outside a society. A theory of society, if it wants to be complete and consistent, must include not only the subject under scrutiny but also itself as an observation of the subject.
Shaw 1912, p, 706) could have been written yesterday. g. M. Luther, A. Smith or D. Defoe) have addressed sales and advertising issues from 1524 (Luther). Fullerton manages to relate even Columbus to marketing practice (Brown 1995a). 16 See Brown (1995a) and Bartels (1970, p. 70ff) for a criticism on some of the concepts mentioned. 23 Other marketing monographs continuously aggregate, comment on, and distribute a core body of marketing knowledge (Kotler and Bliemel 2001; Nieschlag et al. '^ As the discipline's fields of interest continued to diversify.
Finance, Planningj\ \ . S Oa If (0 ® m / / Q to Figure 2: The "Value Chain" (Porter 1998) How is marketing conceptualized in this framework? Porter subdivides the primary activities "marketing and sales" of the generic chain into Marketing Management, Advertising, Sales Force Administration, Sales Force Operations, Technical Literature, and Promotion (p. 47). Within the logic of marketing as exchange, Porter's positioning of marketing is clear and 25 undoubted. Yet in the early 20* century, marketing began to comprise various business functions, for instance branding and other forms of communication with the social environment of the organization which begin long before a product is designed, materials are purchased, and goods are distributed.
A Theory of Marketing: Outline of a Social Systems Perspective by Lüdicke M.K.