Economics
Nikolaus Franke
Realtheorie des Marketing
Gestalt und Erkenntnis
[A Realistic Theory of Marketing. Structure and Cognition. By Nikolaus Franke.]
139,00 €
including VAT
including VAT
cloth
ISBN 978-3-16-147835-2
available
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.