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Kaldorjeva keynesianska alternativa neoklasični teoriji oglaševanjaLah, MarkoOglaševanje 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 partPublish date - 2007Language - slovenianCOBISS.SI-ID - 26931805
Author
Lah, Marko
Topics
Oglaševanje |
Advertising |
Teorije |
Theories |
Keynesianizem |
Keynesianism |
Konkurenca |
Competition |
oglaševanje |
konkurenca |
ekonomske teorije
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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Lah, Marko | 08714 |
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