The concept of contradiction finding and classification in the field of marketing communication quality management
[ 1 ] Wydział Inżynierii Zarządzania, Politechnika Poznańska | [ P ] employee | [ D ] phd student
2019
chapter in monograph / paper
english
- systematic thinking
- contradiction modeling
- qualitology
- marketing
- uncertain systems
- quality management
- Grey relations
EN This article presents new concept of a systematic approach to quality management of marketing communication. The major research objective was to develop a method which facilitates efficient quality management of marketing communication in a holistic manner. The elements of marketing communication are defined, and the subsystem of marketing information is distinguished. A qualitative model of marketing communication was developed referring to the basics of Qualitology and the principles of qualitative modeling, valuation and systemic approach. Using the ENV and OTSM model of TRIZ contradiction, the problem of qualitative contradictions in the marketing communication system was indicated. Grey Incidence Analysis and Theory of Correlation and Regression are used to identify the structure of marketing communication and to find contradictions within its structure. The inventive principles for solving contradictions in the field of marketing are indicated. The innovative aspect of the research consists of an application of qualitative modeling, methods of Grey System Theory and Theory of Correlation and Regression, and methods of Theory of Inventive Problem Solving. The method introduced enables the recognition and classification of contradictions on its impact for marketing communication quality. In the last section, the direction for further research in the field of systematic thinking application for marketing communication quality management is indicated.
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