MECHANISMS STIMULATING ACTIONS CUSTOMER - DECISION MAKER ON THE MARKET: MARKETING MIX INSTRUMENTS

Sa？etak One of the marketing aspect are its instruments, which are used in the process of making strategic decisions both from the perspective of customers and decision makers. Indeed, this issue is considered in the literature, but usually separately for each market exchange entity. The consequences of such an approach to the analysis provide a gap research. Accordingly, the author has attempted to identify marketing mix instruments dedicated to customers and decision-makers on the market. This article is the first in a series of publications in the specified scope. The purpose of this particular article is to identify a background research for the identified scientific problem concerning the analysis of the symbiotic relations between the customer and decision maker in terms of mechanisms stimulating their decisions and behavior on the market. In the article, the author presented selected compositions engaging mechanisms to stimulate market behavior of customers and decision makers. Among the recognized concepts, the simple construction marketing mix is distinguished, which, depending on the adopted perspective of the analysis differ from each other. The study has attempted to identify and compare these mechanisms, which is the author's original contribution