Logical insufficiencies of „stimulus – response” theory specialisation in solution of marketing problems
Journal Title: Acta Economica - Year 2006, Vol 4, Issue 4
Abstract
Marketing is interdisciplinary science which uses other science’s and discipline’s knowledge when solving a problem, where is a possibility for logical mistake in analogy. We question application of analogy conclusion, that is correction of analogy in marketing. An object of analogy are the theory „Stimulus – Response” and the model of the „Black Box”. In logical analyze of correction of the „Stimulus – Response” theory application, a customer is seen as a system with its three components: input, process and output. Marketing has transferred its focus from stimulants (input) to „process”, s its roll is now directed towards activating of this component of the system, which was neglected due to application of the „Black Box” model.
Authors and Affiliations
Перица Мацура, PhD
Keywords
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