By Lüdicke M.K.
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Additional info for A Theory of Marketing: Outline of a Social Systems Perspective
11 There have been countless publications about marketing theory since 1946, but mainly the contributions mentioned above have been widely accepted as important and innovative approaches to marketing theory. 12 The estimate number of journals is based on EBSCO Business Source Premiere-queries in March 2004, including journals with the term marketing in the title. Also included are the terms: communication, advertising, retail and sales. Twenty journals disappeared between 1996 and 2003. 13 The number of marketing departments bases on a web directory that is maintained by Tilburg University (2004).
When it comes to defining marketing in a business context, definitions are rather heterogeneous. Porter (1986), for instance, understands marketing as an enhanced distribution function, Meffert (2000a) as an all-embracing leadership philosophy. Dubs and colleagues (2002), as the integrative function of the customer acquisition and relationships management, and Morgan (1996) as a function, concept, and philosophy (cf. Amdt 1980). The widening set of empirical marketing tasks, which include, among others, activities such as public relations, brand management (cf.
In line with Habermas (1984a) Foucault used the analysis of discourses for unveiling freedom and oppression of the self, which he called archeology of knowledge. Using Foucaultian ideas of power and self, marketing could be 21 The skepticism is apparent in the small percentage of accepted conceptual work in academic marketing journals ioumals. 32 Theory described as an ongoing discourse between economy, society, and individuals. It is also possible to think of it as a critical account of emerging power struggles between marketers, brands, consumers, and different ideologies for eliciting how or as the possibility of producers to manipulate customers in hegemonic ways.
A Theory of Marketing: Outline of a Social Systems Perspective by Lüdicke M.K.