{"?xml":{"@version":"1.0"},"edm:RDF":{"@xmlns:dc":"http://purl.org/dc/elements/1.1/","@xmlns:edm":"http://www.europeana.eu/schemas/edm/","@xmlns:wgs84_pos":"http://www.w3.org/2003/01/geo/wgs84_pos","@xmlns:foaf":"http://xmlns.com/foaf/0.1/","@xmlns:rdaGr2":"http://rdvocab.info/ElementsGr2","@xmlns:oai":"http://www.openarchives.org/OAI/2.0/","@xmlns:owl":"http://www.w3.org/2002/07/owl#","@xmlns:rdf":"http://www.w3.org/1999/02/22-rdf-syntax-ns#","@xmlns:ore":"http://www.openarchives.org/ore/terms/","@xmlns:skos":"http://www.w3.org/2004/02/skos/core#","@xmlns:dcterms":"http://purl.org/dc/terms/","edm:WebResource":[{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:DOC-WOARZUSJ/f3e36821-c392-42d3-88c8-d71fdba9f733/PDF","dcterms:extent":"365 KB"},{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:DOC-WOARZUSJ/0c05be15-ac46-450a-ae86-94db60773016/TEXT","dcterms:extent":"63 KB"}],"edm:TimeSpan":{"@rdf:about":"1984-2025","edm:begin":{"@xml:lang":"en","#text":"1984"},"edm:end":{"@xml:lang":"en","#text":"2025"}},"edm:ProvidedCHO":{"@rdf:about":"URN:NBN:SI:DOC-WOARZUSJ","dcterms:isPartOf":[{"@rdf:resource":"https://www.dlib.si/details/URN:NBN:SI:spr-LRR6C6LY"},{"@xml:lang":"sl","#text":"Družboslovne razprave"}],"dcterms:issued":"2011","dc:creator":"Huš, Katja","dc:format":[{"@xml:lang":"sl","#text":"letnik:27"},{"@xml:lang":"sl","#text":"številka:67"},{"@xml:lang":"sl","#text":"str. 77-95, 115"}],"dc:identifier":["ISSN:0352-3608","COBISSID:30655837","URN:URN:NBN:SI:doc-WOARZUSJ"],"dc:language":"sl","dc:publisher":[{"@xml:lang":"sl","#text":"Fakulteta za družbene vede"},{"@xml:lang":"sl","#text":"Slovensko sociološko društvo"}],"dc:subject":[{"@xml:lang":"en","#text":"Consumers"},{"@xml:lang":"en","#text":"Consumption"},{"@xml:lang":"en","#text":"Discourse"},{"@xml:lang":"sl","#text":"Diskurz"},{"@xml:lang":"en","#text":"Marketing"},{"@xml:lang":"sl","#text":"Potrošniki"},{"@xml:lang":"sl","#text":"Potrošnja"},{"@xml:lang":"sl","#text":"Trženje"},{"@xml:lang":"en","#text":"United States of America"},{"@xml:lang":"sl","#text":"ZDA"},{"@rdf:resource":"http://www.wikidata.org/entity/Q89640"}],"dcterms:temporal":{"@rdf:resource":"1984-2025"},"dc:title":{"@xml:lang":"sl","#text":"Marketinški diskurz| zgodovinski pogoji možnosti vznika marketinškega koncepta v povojnih ZDA (1945-1974)|"},"dc:description":[{"@xml:lang":"sl","#text":"The article presents a Foucauldian archaeologico-genealogical analysis of the constitution of the marketing discipline in the post-war USA (1945-1974). The marketing concept that defined the specifics of marketing with the idea of placing the recognition and satisfaction of the consumer, his/her needs, wishes and demands at the beginning of the production process and which emerged as the discipline's main theoretical concept is presented as a statement, the consumer as its derivative and the newly formed object of marketing discourse. The article then presents some historical conditions of possibility of the emergence of the marketing concept. The article finds that the Keynesian political economy and its implementation in the state's economic policy, along with development of the market research field, the birth of consumer rights, extensive legislation that addressed consumer protection and institutions of the new wave of consumer movement presumed the existence of the consumer as a specific entity, creating him/ her as an ever more important, specific and natural politico-economic category and point of identification and thus functioned to provide the historical conditions of such a possibility, creating a space within which the marketing concept could emerge"},{"@xml:lang":"sl","#text":"V prispevku s foucaultovsko arheološko-genealoško konceptualizacijo diskurza analiziramo konstituiranje marketinške discipline v povojnih ZDA (1945-1974). Marketinški koncept, ki je specifičnost marketinga opredelil z idejo postavitve spoznavanja in zadovoljevanje potrošnika (njegovih potreb, želja, zahtev) na izhodišče delovanja podjetij/organizacij in se je v povojnih desetletjih vzpostavil kot temeljni teoretski koncept discipline, predstavimo kot izjavo, potrošnika pa kot njen derivat in formirani objekt marketinškega diskurza. V nadaljevanju se posvetimo vprašanju pogojev možnosti vznika marketinškega koncepta in ugotovimo, da so uveljavitev keynesianske politične ekonomije in na njej temelječa ekonomska politika države, razvoj na področju tržnega raziskovanja, rojstvo pravic potrošnikov, sprejetje obsežnega sklopa zakonodaje za zaščito potrošnikov in institucije novega vala potrošniškega gibanja temeljili na predpostavki obstoja specifične entitete potrošnika in tudi ustvarjali potrošnika kot vse pomembnejšo, vse samostojnejšo in vse naravnejšo politično-ekonomsko kategorijo in točko identifikacije ter s tem delovali kot zgodovinski pogoji možnosti, ki so odprli prostor, v katerem je lahko vzniknil marketinški koncept"}],"edm:type":"TEXT","dc:type":[{"@xml:lang":"sl","#text":"znanstveno časopisje"},{"@xml:lang":"en","#text":"journals"},{"@rdf:resource":"http://www.wikidata.org/entity/Q361785"}]},"ore:Aggregation":{"@rdf:about":"http://www.dlib.si/?URN=URN:NBN:SI:DOC-WOARZUSJ","edm:aggregatedCHO":{"@rdf:resource":"URN:NBN:SI:DOC-WOARZUSJ"},"edm:isShownBy":{"@rdf:resource":"http://www.dlib.si/stream/URN:NBN:SI:DOC-WOARZUSJ/f3e36821-c392-42d3-88c8-d71fdba9f733/PDF"},"edm:rights":{"@rdf:resource":"http://rightsstatements.org/vocab/InC/1.0/"},"edm:provider":"Slovenian National E-content Aggregator","edm:intermediateProvider":{"@xml:lang":"en","#text":"National and University Library of Slovenia"},"edm:dataProvider":{"@xml:lang":"sl","#text":"Slovensko sociološko društvo"},"edm:object":{"@rdf:resource":"http://www.dlib.si/streamdb/URN:NBN:SI:DOC-WOARZUSJ/maxi/edm"},"edm:isShownAt":{"@rdf:resource":"http://www.dlib.si/details/URN:NBN:SI:DOC-WOARZUSJ"}}}}