BazEkon - Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie

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Autor
Sagan Adam (Kolegium Nauk o Zarządzaniu i Jakości)
Tytuł
Symbolika produktu w systemie komunikacji marketingowej. Studium teoretyczno-metodologiczne
Product Symbolism in a System of Marketing Communication. A Theoretical and Methodological Study
Źródło
Zeszyty Naukowe / Akademia Ekonomiczna w Krakowie. Seria Specjalna, Monografie, 2003, nr 160, 211 s., tab., rys., bibliogr. s.184-198
Słowa kluczowe
Produkt, Identyfikacja produktu, Marketing produktu, Komunikowanie marketingowe, Metodologia badań, Przegląd literatury, Rozprawa habilitacyjna
Product, Product identification, Product marketing, Marketing communication, Research methodology, Literature review, Habilitation thesis
Uwagi
summ.
Abstrakt
W pracy zajęto się zagadnieniem kształtowania znaczeń oraz ich analizą w systemie komunikacji marketingowej, ze szczególnym uwzględnieniem symbolicznych funkcji produktu. Podstawowym celem jest opracowanie metodologii badań znaczeniowej warstwy produktów. Stanowi on także próbę integracji ukrytych funkcji produktu w systemie komunikacji marketingowej oraz zaproponowania metodologii badawczej, umożliwiającej poznanie znaczeń produktów oraz budowę ich empirycznych modeli. Praca ma charakter teoretyczno - metodologiczny.

The study is related to the issues of development and analysis of product meaning in a system of marketing communication. It devotes particular consideration towards research methods that enable the identification and measurement of the structure of latent product meanings. The main purpose of the study is to characterize theoretical principles of the structure of product meanings in a system of marketing communication and to systematize the subject of product meanings, shaping factors and their morphology.(AŁ)
Dostępne w
Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie
Biblioteka Szkoły Głównej Handlowej w Warszawie
Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
Biblioteka Główna Uniwersytetu Ekonomicznego w Poznaniu
Biblioteka Główna Uniwersytetu Ekonomicznego we Wrocławiu
Bibliografia
Pokaż
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