By Lüdicke M.K.
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Additional info for A Theory of Marketing: Outline of a Social Systems Perspective
The analogies of investments, gains, and losses of capital are conceptually close to marketing as an economic function. Yet, theorizing on marketing topics through the theoretical lens of Bourdieu is meaningful as it manages to describe brands as cultural (Holt 2002; Ludicke and Giesler 2005) or symbolic resources (Elliott and Wattanasuwan 1998) or the particular habitus of certain social groups. For understanding marketing itself, Bourdieu's individual-level constructs are not suitable. Parsons' theory of social systems fulfills many requirements for a sound foundation of a theory of marketing (1951; 1971; 1977) as Parsons introduced several core notions to sociology that will be used in the following.
Gallen. The core tasks of a business organization are identical with the processes of the Value Chain. Yet with processes such as innovation, production, customer acquisition, and customer retention it goes beyond Porter's generic model. What is the role of marketing in this model? Marketing can be found in various places in the St. Gallen management model. First, activities such as customer processes (acquisition, retention, marketing mix, public relations), innovation processes (market pull, market push), market strategy, brand and reputation management, and segmentation are understood as core business processes, rather than unique marketing processes.
Today, most theorists and practitioners define a brand as a "name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors" (American Marketing Association 1960, cited in de Chematony and Dall'Olmo Reilly 1998, p. 419). The brand dimensions of value system, personality, equity, risk reducer, and image were also discussed in literature and included in altemative definitions (ibid).