Marketing approach to consumer extended by advertising compared to economic theories

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Marketing approach to consumer extended by advertising compared to economic theories

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Marketing approach to consumer extended by advertising compared to economic theories

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

AH - Ekonomie

OECD FORD obor

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Projekt

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Návaznosti

Z - Vyzkumny zamer (s odkazem do CEZ)

Rok uplatnění

2009

Kód důvěrnosti údajů

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

Název statě ve sborníku

Firma a konkureční prostředí 2009, část 4

ISBN

978-80-7392-087-6

ISSN

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e-ISSN

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Počet stran výsledku

11

Strana od-do

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Název nakladatele

MSD

Místo vydání

Brno

Místo konání akce

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Datum konání akce

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Typ akce podle státní příslušnosti

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Kód UT WoS článku

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