Marketing approach to consumer extended by advertising compared to economic theories

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F09%3A00142734" target="_blank" >RIV/62156489:43110/09:00142734 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Marketing approach to consumer extended by advertising compared to economic theories

Original language description

The objective of this paper is to underline marketing approach to consumer related to advertising. To analyse the problem, marketing terminology, ideology and aims must be determined. This approach, when different, will be compared to economic consumer theory. It captures a phase of identifying differences between the mentioned fields of study. This general theme will be specified and examined in the following fields of interest. First, a comparison of terminology will be carried out, especially the conception of needs, tastes and preferences. A distinct element of different views is the exogeneity of tastes and preferences, and the process of their creation. Then, marketing view on consumer behaviour and decision-making will be explained. The potential influence of advertising will be examined and the essence of the phenomenon will be mentioned.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

AH - Economics

OECD FORD branch

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Project

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Continuities

Z - Vyzkumny zamer (s odkazem do CEZ)

Publication year

2009

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

Firma a konkureční prostředí 2009, část 4

ISBN

978-80-7392-087-6

ISSN

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e-ISSN

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Number of pages

11

Pages from-to

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Publisher name

MSD

Place of publication

Brno

Event location

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Event date

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Type of event by nationality

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UT code for WoS article

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