By Lüdicke M.K.
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Additional resources for A Theory of Marketing: Outline of a Social Systems Perspective
1978). A. in 1967. In Germany, Nieschlag and Horschgen's (1969) compendium "Einfuhrung in die Absatzwirtschaft" was first published in 1969 and renamed "Marketing" in 1971. " (Shaw 1912, p, 706) could have been written yesterday. g. M. Luther, A. Smith or D. Defoe) have addressed sales and advertising issues from 1524 (Luther). Fullerton manages to relate even Columbus to marketing practice (Brown 1995a). 16 See Brown (1995a) and Bartels (1970, p. 70ff) for a criticism on some of the concepts mentioned.
Why would a specific piece of information impress another observer? How is a successful one selected from the unlimited number of possible forms of a message? Why would the other observer even bother to perceive or understand the message? These contingencies show the unmanageable complexity of successful communication. Yet, how come that society exists nonetheless? With Parsons, Luhmann believed that all social systems, such as economy, law, science, politics, mass media, organizations, and intimate relationships have the same social structure, even though they use different media, forms, and codes of communication.
44). Meaning exists in the moment it is used, not before and not afterwards. Meaning is to be understood as a product of the operations that use it, rather than a quality of the world itself as Plato described it. Crucial to this understanding is that meaning cannot be enduring neither can it be stored as it is in memory. Human memories rather use memory and meaning to reproduce structures that allow them to make selections and restrict options for future connectivity. According to Luhmann, it is a self-illusion of meaning-creating systems that enduring identities exist and that observers can rely on existing memory.