By Lüdicke M.K.
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Extra resources for A Theory of Marketing: Outline of a Social Systems Perspective
1995; Giesler and Venkatesh 2004). Drawing on concepts from postmodernism. Hold describes contemporary branding practices as ironic, paradox, unauthentic, and disingenuous (Holt 2002). In order to uphold socio-economic connectivity, he suggests understanding brands as "citizen artists" (p. 87) rather than postmodern hidden persuaders. We see the problem in theory rather than in practice. Due to the lack of distinction between economic and social dimensions of brands, which follow two completely different logics, theory is unable to distinguish economic success from the cultural impact of brands.
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. Second, the "marketing concept" (Dubs et al. 2004, III, p. ). Third, the model includes "communication management" as a key supportive process that is directed at influencing and convincing markets, public, and financial markets by means of communication (Dubs et al.
All systems evolve to encounter outside complexity with a lower, yet appropriate and manageable inner complexity and thereby structure a particular realm (see Luhmann 1995, p. ). Social systems use communications to do so. A profit-oriented organization within the economic system, for instance, organizes its system/environment distinction with the means of payments. This way it excludes all operations that are not doubled with a payment. This selection reduces inner complexity as opposed to the uncontrollable outside, which makes it possible for the organization to survive.