. "P\u0159\u00EDsp\u011Bvek diskutuje \u00FAlohu jedn\u00E9 ze slo\u017Eek propaga\u010Dn\u00EDho mixu v teorii spot\u0159ebitele. Pojet\u00ED n\u00E1kupn\u00EDch motiv\u016F spot\u0159ebitele a jednotliv\u00FDch typ\u016F reklamy je prezentov\u00E1no v neoklasick\u00E9, institucion\u00E1ln\u00ED a postkeynesovsk\u00E9 ekonomii. Rozd\u00EDln\u00E9 teoretick\u00E9 z\u00E1klady t\u011Bchto p\u0159\u00EDstup\u016F implikuj\u00ED odli\u0161nosti v zahrnut\u00ED vlivu reklamy do u\u017Eitkov\u00E9 funkce spot\u0159ebitele a na tomto z\u00E1klad\u011B je tak\u00E9 vymezen vztah ekonomie a marketingu." . . . . "Z(MSM6215648904)" . "80-239-8268-0" . "RIV/62156489:43110/06:00098622!RIV07-MSM-43110___" . "advertising; human capital; institutions; preferences"@en . . "P\u0159\u00EDsp\u011Bvek diskutuje \u00FAlohu jedn\u00E9 ze slo\u017Eek propaga\u010Dn\u00EDho mixu v teorii spot\u0159ebitele. Pojet\u00ED n\u00E1kupn\u00EDch motiv\u016F spot\u0159ebitele a jednotliv\u00FDch typ\u016F reklamy je prezentov\u00E1no v neoklasick\u00E9, institucion\u00E1ln\u00ED a postkeynesovsk\u00E9 ekonomii. Rozd\u00EDln\u00E9 teoretick\u00E9 z\u00E1klady t\u011Bchto p\u0159\u00EDstup\u016F implikuj\u00ED odli\u0161nosti v zahrnut\u00ED vlivu reklamy do u\u017Eitkov\u00E9 funkce spot\u0159ebitele a na tomto z\u00E1klad\u011B je tak\u00E9 vymezen vztah ekonomie a marketingu."@cs . . "Reklama a chov\u00E1n\u00ED spot\u0159ebitele: mikroekonomick\u00FD pohled"@cs . "[5C7DAB4B4B5D]" . "Reklama a chov\u00E1n\u00ED spot\u0159ebitele: mikroekonomick\u00FD pohled"@cs . . . "The Implications of Advertising for Consumer Theory"@en . . "The Implications of Advertising for Consumer Theory"@en . "Znojmo" . . "497005" . "1"^^ . "43110" . . . . "1"^^ . "RIV/62156489:43110/06:00098622" . . "Marketing issue of propagation mix is considered in consumer theory. Purchase motives of an individual and different kinds of advertising are discussed in neoclassical, institutional and post Keynesian theory of choice. While investigating the impact of advertising on utility function, the relationship between economy and marketing is outlined."@en . "Nov\u00E9 trendy-nov\u00E9 n\u00E1pady 2006, Sborn\u00EDk p\u0159\u00EDsp\u011Bvk\u016F z mezin\u00E1rodn\u00ED v\u011Bdeck\u00E9 konference po\u0159\u00E1dan\u00E9 Soukromou vysokou \u0161kolou ekonomickou" . "7"^^ . "107;113" . "Melicharov\u00E1, Alena" . "Soukrom\u00E1 vysok\u00E1 \u0161kola ekonomick\u00E1" . "Reklama a chov\u00E1n\u00ED spot\u0159ebitele: mikroekonomick\u00FD pohled" . . . "Reklama a chov\u00E1n\u00ED spot\u0159ebitele: mikroekonomick\u00FD pohled" .