تحسين النتائح
ترتيب حسب
من
الى
الصفحة 1
الصفحة 1
A Theory of Marketing : Outline of a Social Systems Perspective
Marketing has become one of the most influential forces in contemporary market economies. Yet despite ubiquitous empirical presence, uncountable textbook definitions, and sixty years of scholarly work, a coherent sociological understanding of this powerful concept is still amiss. Drawing on Luhmannian social systems theory, historical analysis, and four qualitative studies, the author theorizes on the marketing function as a self-contained system of communications. It is argued that marketing systems prosper within a host organization if and as long as they successfully influence observers' preferences towards particular brands. On these conceptual foundations a comprehensive brand- and communication-centered theory is developed that fulfills Alderson', Cox' and Bartels' foundational requirements for a general theory of marketing in an unprecedented way.
Chasing the Chinese dream : Four decades of following China’s war on poverty
This book explores the historical, cultural and philosophical contexts that have made anti-poverty the core of Chinese society since Liberation in 1949, and why poverty alleviation measures evolved from the simplistic aid of the 1950s to Xi Jinping’s precision poverty alleviation and its goal of eliminating absolute poverty by 2020. The book also addresses the implications of China’s experience for other developing nations tackling not only poverty but such issues as pandemics, rampant urbanization and desertification exacerbated by global warming. The first of three parts draws upon interviews of rural and urban Chinese from diverse backgrounds and local and national leaders. These interviews, conducted in even the remotest areas of the country, offer candid insights into the challenges that have forced China to continually evolve its programs to resolve even the most intractable cases of poverty.
