Quality management in marketing communication: the concept of contradiction finding and classification
by: Joanna Majchrzak, Agnieszka Chuda, Arkadiusz Kalemba and Gerhard-Wilhelm Weber
1. Introduction: The reason for the investigations.
2. Theoretical Background: Characteristics of the applied concepts of system thinking.
3. Research methodology: Qualitology, ENV and OTSM models of TRIZ, contradiction, Grey Incidence Analysis, Linear Correlation Coefficient.
4. Results: Stages of Contradiction Finding and Classification.
5. Conclusion and Outlook.
Introduction: The reason for the investigations
CONTRADICTIONS IN THE AREA OF QUALITY MANAGEMENT OF MARKETING COMMUNICATION:
• the complex and dynamically changing market,
• the creation of cross-functional knowledge,
• the effective adaptation of the company to changing market environment conditions.
Introduction: The reason for the investigations
INTERNAL MARKETING COMMUNICATION:
• recognition of the surrounding market from different perspectives,
• contributes to the synergy effect in shaping the targeted changes of the company and its environment.
link to material:https://ifors.org/wp-content/uploads/2019/09/Joanna-Willi-et-al.-USU-TRIZ-and-Indonesia-Presentation.pdf
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