Znaczenie interdyscyplinarności w rozwoju marketingu
The importance of interdisciplinarity in the development of marketing

Author(s): Henryk Mruk
Subject(s): Economy, Business Economy / Management, Micro-Economics, Marketing / Advertising
Published by: Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu
Keywords: interdyscyplinarność;marketing;zachowania konsumentów;neuronauka;komunikacja marketingowa;
Summary/Abstract: The concept of marketing appeared at the turn of the 19th and 20th centuries as a result of production surplus over demand. This resulted in the development of research on consumer behaviour, who strengthened their position in the exchange processes, having the opportunity to choose products. Shifting the focus from production to the consumer forced research into consumer behaviour. The analysis of factors influencing consumer decisions required cooperation with other social sciences. In conjunction with mathematics, models of consumer behaviour were built. Relations with psychology, sociology, interpersonal communication, cognitive science also developed, and over time – with neurobiology, the theory of decision-making. The development of behavioural economics turned out to be helpful, pointing to the importance of emotions in consumer behaviour. The development of new technologies resulted in their introduction into marketing activities (e.g., data science, brain activity, eye movement). The growing complexity of research topics, forcing cooperation with other disciplines, has led to the development of independent marketing agencies providing services to enterprises.

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