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2005, vol. 36, br. 4, str. 192-198
Marketing aspekti numeričkog i jezičkog profila komuniciranja
Continental banka, Novi Sad
Sažetak
Rad fokusira ključna pitanja u vezi izbora osnovnog jezika komuniciranja marketinga kao praktične i akademske delatnosti. Marketing menadžeri načelno preferiraju opisni način izražavanja ali bi trebalo više da koriste određene prednosti jezika brojeva. Time bi unapredili proces donošenja odluka kao i komuniciranje sa vrhovnim rukovodstvom i finansijama. Pri tome modeli koje nudi akademska zajednica mogu da budu od pomoći, naročito oni u kojima se matematičko-statistička rešenja ugrađuju u postojeće ili normativne verbalne pristupe i modele, kao i oni u kojima se ističu finansijski kriterijumi u donošenju odluka. Po pitanju samog procesa stvaranja i verifikacije naučnog znanja, izbor između jezika reči i jezika brojeva ima širu dimenziju, jer je nerazdvojan od odluke o osnovnoj istraživačkoj orijentaciji. Kvantitativna paradigma prikladnija je u procesu provere hipoteza. Dok kvalitativna paradigma daje veći doprinos u njihovom stvaranju. Faktor konkurencije mogao bi da bude osnovni pokretač promena kojima bi se integrisali postojeći "paralelni svetovi" glavnih paradigmi. A u cilju unapređenja znanja koje disciplina nudi.
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O članku

jezik rada: srpski
vrsta rada: stručni članak
objavljen u SCIndeksu: 02.06.2007.

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