Kaldorjeva keynesianska alternativa neoklasični teoriji oglaševanja

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Kaldorjeva keynesianska alternativa neoklasični teoriji oglaševanja

Lah, Marko

Oglaševanje je v mainstreamovski ekonomski teoriji obravnavano z mikroekonomskih izhodišč na osnovi modela popolne konkurence, bodisi da gre za posamezno podjetje bodisi za potrošnika. V pričujočem ... prispevku nas zanimajo makroekonomska izhodišča oglaševanja, natančneje: pomen in vloga oglaševanja znotraj keynesianske teorije.V tej luči izpostavljamo keynesianca Nicholasa Kaldorja, čigar prispevke postavljamo kot alternativo neoklasičnemu videnju oglaševanja. Kaldorjeva makroekonomska opredelitev in pristop k oglaševanju, temelječ na Sayevem zakonu, ponuja tudi osnovo sicer še neizdelani mikroekonomski postkeynesianski teoriji oglaševanja, ki se zlasti v teoriji cene in teoriji konkurence izkazuje kot alternativa neoklasičnim pogledom.

Source: Teorija in praksa : revija za družbena vprašanja. - ISSN 0040-3598 (Letn. 44, št. 5, sep.-okt. 2007, str. 744-761)

Type of material - article, component part

Publish date - 2007

Language - slovenian

COBISS.SI-ID - 26931805

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Digitalna knjižnica Slovenije - dLib.si

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Lah, Marko

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source: Teorija in praksa : revija za družbena vprašanja. - ISSN 0040-3598 (Letn. 44, št. 5, sep.-okt. 2007, str. 744-761)

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Year	Impact factor		Edition		Category		Classification
Year	JCR	SNIP	JCR	SNIP	JCR	SNIP	JCR	SNIP

Links to authors' personal bibliographies	Links to information on researchers in the SICRIS system
Lah, Marko	08714

Source: Personal bibliographies and: SICRIS

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