Realtheorie des Marketing 978-3-16-147835-2 - Mohr Siebeck
Economics

Nikolaus Franke

Realtheorie des Marketing

Gestalt und Erkenntnis

[A Realistic Theory of Marketing. Structure and Cognition. By Nikolaus Franke.]

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ISBN 978-3-16-147835-2
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Published in German.
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.
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.
Authors/Editors

Nikolaus Franke Geboren 1966; 1989–94 Studium der Betriebswirtschaftslehre an der Ludwig-Maximilians Universität München; 1994–97 Wissenschaftlicher Mitarbeiter an der LMU; 1997 Promotion; 1997–2001 Wissenschaftlicher Assistent an der LMU; 2000–01 Forschungsaufenthalt am Massachusetts Institute of Technology (MIT); 2001 Habilitation; seit 2001 Professor für Betriebswirtschaftslehre an der Wirtschaftsuniversität Wien.

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