320 KB55 KB198420252010Rus, Andrejletnik:26številka:63str. 63-79ISSN:0352-3608COBISSID:29342813URN:URN:NBN:SI:doc-AZZKA99DslFakulteta za družbene vedeSlovensko sociološko društvoDružboslovne razpraveBlagovna menjavaCommodity exchangeMarket economymarketingSocial anthropologySocialna antropologijaTržno gospodarstvoElementi menjave daru v tržni ekonomiji|The purpose of this analysis is to examine whether a market exchange is really an exchange of alienated, impersonal and anonymous objects, devoid of moral and social elements or obligations, and therefore strictly distinct from gift exchange, as presupposed by the dichotomous socio-anthropological model of exchange. Marketing practices have changed significantly in the past few decades and sometimes contain elements which imitate a gift exchange. Analysis shows that contemporary marketing techniques often decommoditise market exchanges: they build long-term relationships between a company and its customers, create moral obligations, reduce alienation and enable a transfer of identities, thereby infusing the features of a gift exchange into a market exchangeRaziskava preverja veljavnost dihotomnega socialnoantropološkega modela menjave, ki trdi, da je tržna menjava strogo ločena od menjave daru, saj pomeni menjavanje odtujljivih, neosebnih in anonimnih predmetov brez moralnih in socialnih elementov ali obvez. V preteklih desetletjih so se marketinške metode precej spremenile, in danes pogosto vsebujejo elemente, ki posnemajo darovanje. Analiza kaže, da sodobne marketinške tehnike tržno menjavo dekomodificirajo: gradijo dolgoročne odnose med podjetjem in kupci, ustvarjajo moralne obveze, zmanjšujejo element odtujenosti in omogočajo prenos identitet. Tako v tržno menjavo vnesejo elemente darovanjaTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaSlovensko sociološko društvo