Reklame as Werktuig in Die Proses van Wisselwerking Tussen Die Bemarkings- en Verbruikersgroepe — 'n Bedryfsosiologiese Beskouing

THE ROLE OF ADVERTISING IN THE PROCESS OF INTERACTION BETWEEN THE MARKETING AND CONSUMPTION GROUPS — AN INDUSTRIAL SOCIOLOGICAL PERSPECTIVE: Notwithstanding the over accentuation of the economic aspect of the marketing and consumption processes, the social aspect demands special attention, because these processes take place in community and society on behalf and for the interest of man in community and society. From this point of view marketing and consumption as economic processes are social actions in which man is the directive agent in society. In analysing these processes a social system approach — this entails the structural functional view, is used within the frame of industrial sociology. Stress is laid on the marketing and consumption groups with special reference to the important role of advertising in the interaction between these groups. Lastly, some recommendations are made from an industrial sociological point of view to serve as a guide for the future in the better functioning of the economic processes, but also for the place and role of man in this interaction process

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