{"?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-GCP3AFUG/660df93c-917f-4a34-a5f3-52e2a80491bf/PDF","dcterms:extent":"577 KB"},{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-GCP3AFUG/835c9c7e-1cf4-417e-83f1-7063d5a6342a/TEXT","dcterms:extent":"70 KB"}],"edm:TimeSpan":{"@rdf:about":"1965-2025","edm:begin":{"@xml:lang":"en","#text":"1965"},"edm:end":{"@xml:lang":"en","#text":"2025"}},"edm:ProvidedCHO":{"@rdf:about":"URN:NBN:SI:doc-GCP3AFUG","dcterms:isPartOf":[{"@rdf:resource":"https://www.dlib.si/details/URN:NBN:SI:spr-ETPSIC7M"},{"@xml:lang":"sl","#text":"Teorija in praksa"}],"dcterms:issued":"2018","dc:creator":"Lah, Marko","dc:format":[{"@xml:lang":"sl","#text":"številka:2"},{"@xml:lang":"sl","#text":"letnik:55"},{"@xml:lang":"sl","#text":"str. 281-306, 492"}],"dc:identifier":["ISSN:0040-3598","COBISSID_HOST:35697245","URN:URN:NBN:SI:doc-GCP3AFUG"],"dc:language":"sl","dc:publisher":{"@xml:lang":"sl","#text":"Visoka šola za politične vede"},"dc:subject":[{"@xml:lang":"sl","#text":"homo sapiens"},{"@xml:lang":"sl","#text":"Marketing communication"},{"@xml:lang":"sl","#text":"Neandertalci"},{"@xml:lang":"sl","#text":"Neanderthals"},{"@xml:lang":"sl","#text":"osebna prodaja"},{"@xml:lang":"sl","#text":"Paleolithic period"},{"@xml:lang":"sl","#text":"Paleolitik"},{"@xml:lang":"sl","#text":"Tržno komuniciranje"}],"dcterms:temporal":{"@rdf:resource":"1965-2025"},"dc:title":{"@xml:lang":"sl","#text":"Začetki trženjskega komuniciranja|"},"dc:description":[{"@xml:lang":"sl","#text":"The historical beginnings of marketing communications (thought) are typically identified in certain examples of advertising in Ancient Rome or Pompei or, later, in the period of liberal capitalism when the first advertising agencies were established. We search for the birth of marketing communications much earlier: in the Upper Palaeolithic. Although the economic picture of the Upper Palaeolithic is unclear, it is still possible to outline a rough economic model of Palaeolithic households as economic agents. Contrary to neoclassical economic explanations of the Palaeolithic economy based on \"precise\" mathematical optimisation principles, we follow the postclassical reproductive Ricardian approach. The goods produced and consumed by Upper Palaeolithic households are categorised according to their repeated production (hunting, gathering) and/or exchange. We focus on exchange and exchange communications and argue that personal selling, also stimulating the development of spoken language, should be viewed, historically and essentially as the origin of advertising and marketing communications. In conjunction with other factors of the so-called behavioural modernity of Homo Sapiens households, their proto marketing communications may also explain the extinction of Neanderthal households and population"},{"@xml:lang":"sl","#text":"Običajno se kot začetke tržnega komuniciranja izpostavljajo primeri oglaševanja v Rimu, Pompejih ali poznejši, ko so bile ustanavljane prve oglaševalske agencije v obdobju liberalnega kapitalizma v Angliji. Začetke tržnega komuniciranja je treba, zgodovinsko in vsebinsko, iskati bistveno prej: v obdobju mlajšega paleolitika. Četudi je makroekonomska slika mlajšega paleolitika nejasna, je na osnovi ocen števila prebivalstva mogoče narediti okvirno oceno števila tedanjih skupnosti/gospodinjstev kot enot tržnega komuniciranja. V nasprotju z neoklasičnim ekonomsko \"preciznim matematičnim\" optimizacijskim videnjem ekonomije mlajšega paleolitika v prispevku sledimo postklasičnemu rikardijanskemu reproduktivnemu videnju ekonomije. Dobrine so kategorizirane z vidika ponavljajočih se procesov proizvodnje (lov, nabiranje) in menjave. Osredinjamo se na menjalno komuniciranje, pri čemer izpostavljamo osebno prodajo v povezavi z razvojem jezika in govora. V nakazanem smislu je osebna prodaja koren oglaševanja in tudi tržnega komuniciranja nasploh. Višja raven takšnega tržnega komuniciranja homo sapiensa ter druge značilnosti njegove vedenjske modernosti lahko pojasni izginjanje neandertalskih gospodinjstev oziroma populacije"}],"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-GCP3AFUG","edm:aggregatedCHO":{"@rdf:resource":"URN:NBN:SI:doc-GCP3AFUG"},"edm:isShownBy":{"@rdf:resource":"http://www.dlib.si/stream/URN:NBN:SI:doc-GCP3AFUG/660df93c-917f-4a34-a5f3-52e2a80491bf/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":"Univerza v Ljubljani, Fakulteta za družbene vede"},"edm:object":{"@rdf:resource":"http://www.dlib.si/streamdb/URN:NBN:SI:doc-GCP3AFUG/maxi/edm"},"edm:isShownAt":{"@rdf:resource":"http://www.dlib.si/details/URN:NBN:SI:doc-GCP3AFUG"}}}}