Trženjski splet v ekonomski teoriji ali "chamberlinovih" 4p

Marko Lah (Author)

Abstract

Prispevek obravnava korenine trženjske teorije 4P oziroma njenih posameznih elementov v delu ekonomista Edwarda H. Chamberlina. Trženjsko videnje Chamberlinove teorije monopolistične konkurence, kar je jedrnato prikazano s "Chamberlinovo" tabelo 4P - pokaže, da je Chamberlina mogoče videti kot začetnika teorije 4P. Takšen pristop izpostavlja pomen Chamberlinove kratkoročne analize oziroma - v trženjskem jeziku - ohranjanja kratkoročnih konkurenčnih prednosti podjetja, ki nastajajo zaradi učinkovitosti posameznih P-jev. Po drugi strani izpostavljanje kratkoročne analize postavlja pod vprašaj dolgoročne konsekvence Chamberlinove analize (t.i. tangentno rešitev),po kateri je njegovo delo v poznejših prikazih in tudi učbeniško nabolj znano, nastale na osnovi "heroične" predpostavke o uniformnosti položaja vseh podjetij v panogi.

Keywords

Trženje;Tržni mehanizmi;Ekonomske teorije;Oglaševanje;Konkurenčnost;

Data

Language:	Slovenian
Year of publishing:	2004
Typology:	1.01 - Original Scientific Article
Organization:	UL FDV - Faculty of Social Sciences
UDC:	33
COBISS:	23383389
ISSN:	0040-3598
Parent publication:	Teorija in praksa
Views:	1272
Downloads:	106
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	Unknown
Secondary title:	Marketing mix within economic theory or "chamberlin's" 4ps
Secondary abstract:	Following McCarthy's marketing concept 4P (product, price, place, promotion) and Kotler's usage of it, the author searches and finds its origins in the work of the economist Edward H.Chamberlin. "Chamberlin's" 4 Ps table is based on the restructured interpretation of his Theory of Monopolistic Competition. Using "partial partial" static equilibrium method, the variations of each "P" are concisely explained as a the short-run competitive advantage of the firm. Taking the perspective of marketing theory, the author argues that Chamberlin's analysis of the obstacles, which prevent the tendency of the formation of long run equilibrium of the firm in the monopolistic competition,are more important compared to his emphasis on the long run allocative inefficiency and excess capacities of the monopolistic competition.
Secondary keywords:	Marketing;Market mechanism;Economic theories;Advertising;Competitiveness;
Type (COBISS):	Not categorized
Pages:	str. 829-842
Volume:	ǂLetn. ǂ41
Issue:	ǂšt. ǂ5/6
Chronology:	sept./dec. 2004
Keywords (UDC):	social sciences;družbene vede;economics;economic science;ekonomija;ekonomske vede;
ID:	1467781