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Realtheorie des Marketing: Gestalt Und Erkenntnis

Realtheorie des Marketing: Gestalt Und Erkenntnis

          
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About the Book

English summary: The science of marketing is often accused of being unscientific, non-theoretical and excessively fragmentary. In this comprehensive study, Nikolaus Franke shows that such sweeping accusations are not tenable. The methods of proceeding according to a real theory, whose scientific approach is not disputed even by its critics, are firmly embedded in the science of marketing. Theories in the sense of law-like generalizations already exist in marketing, and it is in these that approaches to a realistic theory of marketing become apparent. German description: Die Geschichte des Marketing ist eine Erfolgsgeschichte. Wie nur wenige andere wissenschaftliche Disziplinen hat die Marketingwissenschaft seit ihren Anfangen zu Beginn des 20. Jahrhunderts eine ungewohnlich fruchtbare Entwicklung genommen. Dennoch wird ihr von Seiten ihrer Kritiker haufig 'Unwissenschaftlichkeit', 'Theorielosigkeit' und eine ubermassige Fragmentierung vorgeworfen. Nikolaus Franke zeigt in dieser integrierenden Bestandsaufnahme, dass solche pauschalen Vorwurfe nicht haltbar sind.Anhand der Ergebnisse einer empirischen Untersuchung, der Befragung von 241 Marketingwissenschaftlern in den USA und im deutschsprachigen Raum wird deutlich, dass die realtheoretische Vorgehensweise - der auch von ihren Kritikern nicht die Wissenschaftlichkeit abgesprochen wird - in der Marketingwissenschaft tief verankert ist. Auf Basis einer Literaturanalyse identifiziert und ordnet der Verfasser Theorien im Sinne von gesetzesartigen Verallgemeinerungen, die im Marketing schon jetzt vorhanden sind. Im Ergebnis werden damit Ansatze zu einer Realtheorie des Marketing sichtbar. Ein empirisch fundierter Ausblick auf die Zukunft der Disziplin erganzt die Bestandsaufnahme.


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Product Details
  • ISBN-13: 9783161478352
  • Publisher: Mohr Siebeck
  • Publisher Imprint: Mohr Siebeck
  • Language: German
  • Returnable: N
  • Sub Title: Gestalt Und Erkenntnis
  • ISBN-10: 3161478355
  • Publisher Date: 31 Dec 2002
  • Binding: Hardback
  • No of Pages: 468
  • Series Title: Die Einheit Der Gesellschaftswissenschaften
  • Weight: 835 gr


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