Logical insufficiencies of „stimulus – response” theory specialisation in solution of marketing problems
Marketing is interdisciplinary science which uses other science’s and discipline’s knowledge when solving a problem, where is a possibility for logical mistake in analogy. We question application of analogy conclusion, that is correction of analogy in marketing. An object of analogy are the theory...
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| Format: | Article |
| Language: | English |
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University of Banja Luka, Faculty of Economics
2006-06-01
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| Series: | Acta Economica |
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| Online Access: | http://ae.ef.unibl.org/index.php/AE/article/view/288 |
| Summary: | Marketing is interdisciplinary science which uses other science’s and discipline’s knowledge when solving a problem, where is a possibility for logical mistake in analogy. We question application of analogy conclusion, that is correction of analogy in marketing. An object of analogy are the theory „Stimulus – Response” and the model of the „Black Box”. In logical analyze of correction of the „Stimulus – Response” theory application, a customer is seen as a system with its three components: input, process and output. Marketing has transferred its focus from stimulants (input) to „process”, s its roll is now directed towards activating of this component of the system, which was neglected due to application of the „Black Box” model.
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| ISSN: | 1512-858X 2232-738X |