Skip to Main content Skip to Navigation
Conference papers

The Concept of Contradiction Finding and Classification in the Field of Marketing Communication Quality Management

Abstract : 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.
Document type :
Conference papers
Complete list of metadata

Cited literature [67 references]  Display  Hide  Download

https://hal.inria.fr/hal-02905547
Contributor : Hal Ifip <>
Submitted on : Thursday, July 23, 2020 - 2:56:52 PM
Last modification on : Thursday, November 5, 2020 - 11:46:03 AM
Long-term archiving on: : Tuesday, December 1, 2020 - 6:00:33 AM

File

 Restricted access
To satisfy the distribution rights of the publisher, the document is embargoed until : 2022-01-01

Please log in to resquest access to the document

Licence


Distributed under a Creative Commons Attribution 4.0 International License

Identifiers

Collections

Citation

Joanna Majchrzak, Agnieszka Chuda, Arkadiusz Kalemba, Gerhard Weber. The Concept of Contradiction Finding and Classification in the Field of Marketing Communication Quality Management. 19th International TRIZ Future Conference (TFC), Oct 2019, Marrakesh, Morocco. pp.438-457, ⟨10.1007/978-3-030-32497-1_35⟩. ⟨hal-02905547⟩

Share

Metrics

Record views

39