SOCIOLOŠKA ANALIZA MARKETING STRATEGIJA"
SOCIOLOGICAL ANALYSIS OF MARKETING STRATEGIES
Author(s): Silvano BolčićSubject(s): Business Economy / Management, Economic policy, Evaluation research, Marketing / Advertising
Published by: Српско социолошко друштво
Keywords: marketing; marketing strategies; sociology of marketing; marketing in Serbia;
Summary/Abstract: Marketing theory and practice assume interdisciplinary approach. This paper is stressing "marketing strategies" as esspecially relevant domain of professional activity of sociologists in the "marketing business". Sociological knowledge is important in the evaluationsof the basic "assumptions about buyers" in specific societies, in investigating of the social aspect of the "segmentation" of market, in understanding of needs and socially formed long-term patterns of'consumer behaviour" of specific social groups, and also in discovering of relevant "social trends".
Journal: Социолошки преглед
- Issue Year: 29/1995
- Issue No: 4
- Page Range: 463-476
- Page Count: 14
- Language: Serbian