Description
Marius Ldicke 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. :Dr. Marius Ldicke promovierte bei Prof. Dr. Beat F. Schmid am Institut fr Medien- und Kommunikationsmanagement an der Universitt St. Gallen.
