ЛОГИЧКИ НЕДОСТАЦИ СПЕЦИЈАЛИЗАЦИЈЕ ТЕОРИЈЕ „ДРАЖ – ОДГОВОР” У РЈЕШАВАЊУ МАРКЕТИНШКИХ ПРОБЛЕМА
LOGICAL INSUFFICIENCIES OF „STIMULUS – RESPONSE” THEORY SPECIALISATION IN SOLUTION OF MARKETING PROBEMS
Author(s): Perica MacuraSubject(s): Business Economy / Management, Financial Markets, Accounting - Business Administration, Marketing / Advertising, Human Resources in Economy, Socio-Economic Research
Published by: Економски факултет Универзитета у Бањој Луци
Keywords: Analogy; specialization; system; stimulants; process; response; new knowledge;
Summary/Abstract: Marketing is interdisciplinary science which uses other science’s and discipline’s knowledge when solving a problem, where is a possibility for logical mistake in analogy. We question application of analogy conclusion, that is correction of analogy in marketing. An object of analogy are the theory „Stimulus – Response” and the model of the „Black Box”. In logical analyze of correction of the „Stimulus – Response” theory application, a customer is seen as a system with its three components: input, process and output. Marketing has transferred its focus from stimulants (input) to „process”, s its roll is now directed towards activating of this component of the system, which was neglected due to application of the „Black Box” model.
Journal: Acta Economica
- Issue Year: 4/2006
- Issue No: 4
- Page Range: 181-192
- Page Count: 12
- Language: Bosnian, Croatian, Serbian
