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Vloga trženja v ekonomski teoriji
Sušjan, Andrej
In the paper the absence of marketing from mainstream economic theory is attributed to the static concept of competition as a market structure. Marketing, on the other hand, is compatible with a ...dynamic view of competitionas a behavioural process. The latter approach can be found in classical economics and, nowadays, in institutionalist economic theories, suchas Austrian and post-Keynesian theory. For Austrian economists market is aprocess within which marketing is an integral part of entrepreneurial behaviour. In post-Keynesian theory marketing expenses are considered as firm's investment and post-Keynesian pricing models include the concept of product life cycle as derived from marketing practice.
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