Read Systems Theory and Agile Brand Management

Systems Theory and Agile Brand Management

Jan Lies

4.9/5 (17442 ratings)

Description:Brands started out as communication tools to influence the image of companies or products (inside-out thinking) but have developed into channels of social forces. Powerful brands impact not just customer decisions but also markets and social institutions, such as fashion trends, city life, or even social movements. This book explores the implications of Niklas Luhmann’s theory of social systems for the theory and practice of agile brand management, in particular highlighting the central role of brand aesthetics and of brands as channels for mutual education between companies and consumers. Since the rise of social media, “perfect” brands have become the mirror of community values as the communities themselves develop brand content. Brands themselves become “living systems” and evolve like systems do. The author introduces systems theory to provide a conceptual framework that integrates the different views of branding: inside-out and outside-in thinking. This Luhmannian theory of branding is discussed against the current background of (Western) societies, which are undergoing a broad shift from hard to soft selling in marketing, influenced by social media. The book is not about whether closed systems analysis and discussion can or should replace traditional management; moreover, it emphasizes the fruitful insights and demonstrates that the power of management is limited and should be extended by looking at the means of closed systems. This book will be of primary value to scholars with an interest in systems theory and thinking, brand theory, and management. The interdisciplinary approach also makes the book a valuable resource for those researching change management, agile management, and sociology.We have made it easy for you to find a PDF Ebooks without any digging. And by having access to our ebooks online or by storing it on your computer, you have convenient answers with Systems Theory and Agile Brand Management. To get started finding Systems Theory and Agile Brand Management, you are right to find our website which has a comprehensive collection of manuals listed.
Our library is the biggest of these that have literally hundreds of thousands of different products represented.

Pages: 268

Format: PDF, EPUB & Kindle Edition

Publisher: Taylor & Francis

Release: 2024

ISBN: 9789004390430

Description: Brands started out as communication tools to influence the image of companies or products (inside-out thinking) but have developed into channels of social forces. Powerful brands impact not just customer decisions but also markets and social institutions, such as fashion trends, city life, or even social movements. This book explores the implications of Niklas Luhmann’s theory of social systems for the theory and practice of agile brand management, in particular highlighting the central role of brand aesthetics and of brands as channels for mutual education between companies and consumers. Since the rise of social media, “perfect” brands have become the mirror of community values as the communities themselves develop brand content. Brands themselves become “living systems” and evolve like systems do. The author introduces systems theory to provide a conceptual framework that integrates the different views of branding: inside-out and outside-in thinking. This Luhmannian theory of branding is discussed against the current background of (Western) societies, which are undergoing a broad shift from hard to soft selling in marketing, influenced by social media. The book is not about whether closed systems analysis and discussion can or should replace traditional management; moreover, it emphasizes the fruitful insights and demonstrates that the power of management is limited and should be extended by looking at the means of closed systems. This book will be of primary value to scholars with an interest in systems theory and thinking, brand theory, and management. The interdisciplinary approach also makes the book a valuable resource for those researching change management, agile management, and sociology.We have made it easy for you to find a PDF Ebooks without any digging. And by having access to our ebooks online or by storing it on your computer, you have convenient answers with Systems Theory and Agile Brand Management. To get started finding Systems Theory and Agile Brand Management, you are right to find our website which has a comprehensive collection of manuals listed.
Our library is the biggest of these that have literally hundreds of thousands of different products represented.

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Systems Theory and Agile Brand Management

Systems Theory and Agile Brand Management

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