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Modeli interpersonalne komunikacije
Word of mouth communication models
Univerzitet u Novom Sadu, Ekonomski fakultet, Subotica, Srbija
Sažetak
Moderna marketing teorija afirmiše tvrdnju da se marketing okreće, ne više dominantno oko ekonomske propagande, lične prodaje i promocije uopšte, nego sve više oko interpersonalne komunikacije 'od usta do usta', koju generišu sami potrošači. Većina sprovedenih ali i aktuelnih marketing istraživanja detaljno fokusira interakcije između samih preduzeća, kao i interakcije između preduzeća i potrošača, kako bi se objasnili struktura i dinamizam tržišta. S druge strane, učinjen je zanemarljiv napor u pravcu istraživanja interakcija između samih potrošača i posledica tih interakcija na donošenje odluke o kupovini. Aktuelna poslovna realnost i marketing okruženje potenciraju interakciju između potrošača kao fundamentalni mehanizam koji sve više kreira oblik i strukturu tržišta, a time i poslovni uspeh preduzeća. Rad ima za cilj da fenomen interpersonalne komunikacije potrošača prikaže posredstvom predloženih teorijskih modela, kako bi na operativniji način mogla da ih koristi marketing teorija u svojim daljim istraživanjima, a marketing praksa u nastojanjima da ostvari poslovni uspeh na konkurentnom i turbulentnom tržištu.
Abstract
Modern marketing theory advocates the claim that marketing revolves, no longer predominantly around advertising, direct marketing and promotion in general; rather than that, it increasingly revolves around word-of-mouth communication generated by the consumers themselves. Most conducted marketing research places a direct focus on business-to-business interactions, and business-to-consumer interactions to explain the structure and dynamics of the market. On the other hand, negligible effort has been invested in researching consumer-to-consumer interactions, and the impact of these interactions on their behaviour and purchase decision making. The current business reality and marketing environment emphasize the interaction between the individual consumer as a fundamental mechanism that dominantly creates the form and structure of the market and thus actually determines a company's business performance. This article aims to present the phenomenon of word-of-mouth communication through the proposed theoretical models so that these models can be used in a more operational manner, the marketing theory in its further research, and marketing practices in their efforts to achieve business success in the highly competitive and turbulent market.
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