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. Research methodology: Qualitology, ENV and OTSM models of TRIZ, contradiction, Grey Incidence Analysis, Linear Correlation Coefficient.

3. Characteristics of the applied concepts of system thinking

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.