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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.
Alternatives Considered But Not Disclosed : The Ambiguous Role of PowerPoint in Cross-Project Learning
This study investigates the role of PowerPoint in organizational communication, particularly in terms of a functional dilemma between its application for documentation as opposed to presentation purposes. The theoretical part of the analysis combines insights from both organizational communication studies (J. R. Taylor et al.) and social systems theory (N. Luhmann et al.). The empirical analysis shows that PowerPoint documents created for cross-project learning purposes contribute to an invisibilization rather than a visibilization of decision processes and their contingency.
