Nova paradigma v marketinški disciplini: soupravljanje marketinških odnosov

Jančič, Zlatko (author)

Akcijska naravnanost marketinga je v krizi. Njegova upravljalska paradigma ne zmore več dohajati silovitega širjenja discipline, se ne more uspešno soočati s spremenjenimi zahtevami družbenega razvoja in nenazadnje, vedno redkeje lahko zanesljivo zagotovi tudi povsem profitne cilje podjetij. Če hoče marketing ostati središčna filozofija sodobnega gospodarjenja, mora spremeniti svojo dosedanjo paradigmo. Iz akcijske naravnanosti mora preiti v interakcijsko.

• Language: Slovenian
• Keywords: trženje, družbena menjava, marketinški odnosi, Slovenija
• Work type: Not categorized
• Typology: 1.02 - Review Article
• Organization: FDV - Faculty of Social Sciences
• Publisher: Marketing magazin
• Year: 1997
• Number of pages: Str. 37-43
• Numbering: Let. 1, št. 1
• PID: 20.500.12556/RUL-65194
• UDC: 658.8(497.4)
• ISSN on article: 1408-1652
• COBISS.SI-ID: 17296477
• Publication date in RUL: 10.07.2015

Record is a part of a journal

• Title: Akademija MM
• Shortened title: Akad. MM
• Publisher: Marketing magazin
• ISSN: 1408-1652
• COBISS.SI-ID: 65123840

Secondary language

• Language: English

Abstract

Marketing action is in crisis. Its management paradigm is unable to embrace further broadening of the discipline, is unable to face the change demands of societal development and last but not least is nowadays seldom fully effective in profit terms. In order to cope with various discontinuities in broader business environment marketing must change from action perspective to interactive perspective.

• Keywords: marketing, social exchange, marketing relationships, Slovenia