Vloga trženja v ekonomski teoriji

Abstract

In the paper the absence of marketing from mainstream economic theory is attributed to the static concept of competition as a market structure. Marketing, on the other hand, is compatible with a dynamic view of competitionas a behavioural process. The latter approach can be found in classical economics and, nowadays, in institutionalist economic theories, suchas Austrian and post-Keynesian theory. For Austrian economists market is aprocess within which marketing is an integral part of entrepreneurial behaviour. In post-Keynesian theory marketing expenses are considered as firm's investment and post-Keynesian pricing models include the concept of product life cycle as derived from marketing practice.

Keywords

Trženje;Konkurenca;Ekonomske teorije;Postkeynesianizem;

Data

Language:	Slovenian
Year of publishing:	2004
Typology:	1.01 - Original Scientific Article
Organization:	UL FDV - Faculty of Social Sciences
UDC:	33
COBISS:	23383645
ISSN:	0040-3598
Parent publication:	Teorija in praksa
Views:	669
Downloads:	117
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	Unknown
Secondary title:	ǂThe ǂrole of marketing within economic theory
Secondary abstract:	Odsotnost koncepta trženja v mainstream ekonomski teoriji pojasnjujemo s statičnim razumevanjem konkurence, ki konkurenco istoveti s tržno strukturo. Trženje je združljivo z dinamičnim konceptom konkurence, ki konkurenco obravnava kot rivalsko obnašanje med podjetji. Takšno razumevanje konkurence je bilo značilno za klasično politično ekonomijo, v novejšem času pa je značilnost institucionalističnih ekonomskih smeri, kakršni sta avstrijska in postkeynesianska teorija. V avstrijskem konceptu tržnega procesa je trženje integralni sestavni del podjetniškega delovanja. Postkeynesianska teorija trženjske izdatke obravnava kot dolgoročne investicije, postkeynesianski modeli cenovnega obnašanja pa vključujejo trženjski koncept življenjskega cikla proizvoda.
Secondary keywords:	Marketing;Competition;Economic theories;Postkeynesianism;
Type (COBISS):	Not categorized
Pages:	str. 843-856
Volume:	ǂLetn. ǂ41
Issue:	ǂšt. ǂ5/6
Chronology:	sept./dec. 2004
Keywords (UDC):	social sciences;družbene vede;economics;economic science;ekonomija;ekonomske vede;
ID:	1467782