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Marketinški diskurz : zgodovinski pogoji možnosti vznika marketinškega koncepta v povojnih ZDA (1945-1974)Huš, KatjaV prispevku s foucaultovsko arheološko-genealoško konceptualizacijo diskurza analiziramo konstituiranje marketinške discipline v povojnih ZDA (1945-1974). Marketinški koncept, ki je specifičnost ... marketinga opredelil z idejo postavitve spoznavanja in zadovoljevanje potrošnika (njegovih potreb, želja, zahtev) na izhodišče delovanja podjetij/organizacij in se je v povojnih desetletjih vzpostavil kot temeljni teoretski koncept discipline, predstavimo kot izjavo, potrošnika pa kot njen derivat in formirani objekt marketinškega diskurza. V nadaljevanju se posvetimo vprašanju pogojev možnosti vznika marketinškega koncepta in ugotovimo, da so uveljavitev keynesianske politične ekonomije in na njej temelječa ekonomska politika države, razvoj na področju tržnega raziskovanja, rojstvo pravic potrošnikov, sprejetje obsežnega sklopa zakonodaje za zaščito potrošnikov in institucije novega vala potrošniškega gibanja temeljili na predpostavki obstoja specifične entitete potrošnika in tudi ustvarjali potrošnika kot vse pomembnejšo, vse samostojnejšo in vse naravnejšo politično-ekonomsko kategorijo in točko identifikacije ter s tem delovali kot zgodovinski pogoji možnosti, ki so odprli prostor, v katerem je lahko vzniknil marketinški koncept.Source: Družboslovne razprave = Social science forum. - ISSN 0352-3608 (Letn. 27, št. 67, sep. 2011, str. 77-95, 115)Type of material - article, component partPublish date - 2011Language - slovenianCOBISS.SI-ID - 30655837
Author
Huš, Katja
Topics
Trženje |
Marketing |
Diskurz |
Discourse |
Potrošnja |
Consumption |
Potrošniki |
Consumers |
marketing |
ZDA
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source: Družboslovne razprave = Social science forum. - ISSN 0352-3608 (Letn. 27, št. 67, sep. 2011, str. 77-95, 115)
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