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Trženjski splet v ekonomski teoriji ali "chamberlinovih" 4p
Lah, Marko
Prispevek obravnava korenine trženjske teorije 4P oziroma njenih posameznih elementov v delu ekonomista Edwarda H. Chamberlina. Trženjsko videnje Chamberlinove teorije monopolistične konkurence, kar ...je jedrnato prikazano s "Chamberlinovo" tabelo 4P - pokaže, da je Chamberlina mogoče videti kot začetnika teorije 4P. Takšen pristop izpostavlja pomen Chamberlinove kratkoročne analize oziroma - v trženjskem jeziku - ohranjanja kratkoročnih konkurenčnih prednosti podjetja, ki nastajajo zaradi učinkovitosti posameznih P-jev. Po drugi strani izpostavljanje kratkoročne analize postavlja pod vprašaj dolgoročne konsekvence Chamberlinove analize (t.i. tangentno rešitev),po kateri je njegovo delo v poznejših prikazih in tudi učbeniško nabolj znano, nastale na osnovi "heroične" predpostavke o uniformnosti položaja vseh podjetij v panogi.
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