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Na odnosih temelječe trženje kot novejša trženjska paradigma = Relationship marketing as a new marketing paradigmVesel, PatrickTransakcijsko trženje, ki velja za osrednji način razmišljanja t. i. šole Menedžment trženja kot dominantna šola trženja danes mnogim predstavlja kar sinonim za trženje per se. Zaradi omejitev, ki ... izhajajo iz omenjene paradigme, pa v zadnjem času prevladuje razmišljanje o tem, da je treba trženjsko teorijo razvijati v smer humanističnega, na odnosih temelječega modela, kjer v ospredje prihajajo neotipljivi viri, soustvarjanje uporabne vrednosti ter odnosi, pri čemer pa je pomembno tudi preseganje enostavnega diadnega odnosa. Po mnenju mnogih avtorjev se zdi tako ustrezna paradigma trženja, temelječega na odnosih, ki zahteva strateški premik v načinu razmišljanja in je verjetno najbolje predstavljena kot splošna filozofija oziroma filozofija poslovanja, ki zahteva sposobnost empatičnega vživetja v potrebe drugega, upoštevanja njegove enakovrednosti, medsebojnega zaupanja in prilagajanja ter seveda izpolnjevanja obljub.Source: Naše gospodarstvo : revija za aktualna gospodarska vprašanja = Our economy : review of current problems in economics. - ISSN 0547-3101 (Letn. 54, št. 3/4, 2008, str. 98-111)Type of material - article, component partPublish date - 2008Language - slovenianCOBISS.SI-ID - 9515804
Author
Vesel, Patrick
Topics
trženje |
marketing |
management |
vodenje |
paradigme |
filozofija
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source: Naše gospodarstvo : revija za aktualna gospodarska vprašanja = Our economy : review of current problems in economics. - ISSN 0547-3101 (Letn. 54, št. 3/4, 2008, str. 98-111)
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Vesel, Patrick | 27657 |
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