Marketing as a Luhmanian System

Abstract

This study is focused on a twofold observation through Niklas Luhmann’s systemic theory (1927-1998). On one side, we see marketing as a methodology/topic in the relentless process of sense and meaning construction by each system through its specific code and program (e. g. science, economics, law, religion, politics). The process of making of sense and meaning can be depicted as communication: (Marketing = Code -> System = Market System).