Aplikacija Schellingove teorije iger na marketinško disciplino

diplomsko delo

Anja Markežič Pogačar (Author), Zlatko Jančič (Mentor)

Abstract

Teorija iger poskuša kar se da dobro razumeti človeško vedenje ter medčloveške interakcije in naj bi bila sposobna pojasniti dinamiko vseh človeških odnosov. Interakcije analizira v sklopu igre. Igralci so lahko posamezniki, pari, znanci ali neznanci, organizacije itd., ki so soodvisni in želijo priti do najboljšega rezultata. Thomas Schelling v teorijo iger prinaša širši pogled, ki upošteva psihološke, družbene in kontekstualne elemente. Njegova teorija, ki daje poudarek človeškim odnosom in ustvarja temelje za analizo dolgoročnih socialnih interakcij, pa odpira možnost za nov pogled na interakcije in odnose v marketingu. Ključni koncepti Schellingove teorije iger, predvsem osrednjih točk, so razširjeni s spoznanji drugih avtorjev. Temu sledi pregled literature s področja marketinga ter razlaga družbene menjave in marketinških odnosov. Diplomsko delo nakazuje na možnosti nadaljnjih raziskav, ki bi dopolnile razumevanje marketinškega koncepta skozi teorijo osrednjih točk.

Keywords

teorija iger v marketingu;Schellingova teorija iger;marketinški odnosi;Thomas Schelling;Teorija iger;Trženje;Interakcija;Družbena menjava;Diplomska dela;

Data

Language:	Slovenian
Year of publishing:	2018
Typology:	2.11 - Undergraduate Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[A. Markežič Pogačar]
UDC:	339.138:316(043.2)
COBISS:	35811933
Views:	709
Downloads:	202
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Application of Schelling's game theory to the marketing discipline
Secondary abstract:	Game theory attempts to deeply understand human behavior and interpersonal interactions and thus should be able to explain the dynamics of all human relationships. Interactions are analyzed within a game. Players can be individuals, dyads, colleagues or strangers, organizations, … who are interrelated and striving for the best possible outcome. Thomas Schelling offers a wider view on game theory by considering psychological, social and contextual elements. His theory focuses on human relationships and offers a base to analyze social interactions, offering a new point of view on interactions and relationships in marketing. The key concepts of Schelling’s game theory and foremost focal points are expanded with other author’s findings. This is followed by a review of marketing literature and definition of social exchange and marketing relationships. The thesis indicates the possible further research to integrate the understanding of marketing concept through the theory of focal points.
Secondary keywords:	Game theory;Marketing;Interaction;Social exchange;Graduate theses;
Type (COBISS):	Bachelor thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Fak. za družbene vede
Pages:	39 str.
ID:	10958836