The Concept of Contradiction Finding and Classification in the Field of Marketing Communication Quality Management

Abstract

This article presents new concept of a systematic approach to quality management of marketing communication. The major research objective was to develop a method which facilitates efficient quality management of marketing communication in a holistic manner. The elements of marketing communication are defined, and the subsystem of marketing information is distinguished. A qualitative model of marketing communication was developed referring to the basics of Qualitology and the principles of qualitative modeling, valuation and systemic approach. Using the ENV and OTSM model of TRIZ contradiction, the problem of qualitative contradictions in the marketing communication system was indicated. Grey Incidence Analysis and Theory of Correlation and Regression are used to identify the structure of marketing communication and to find contradictions within its structure. The inventive principles for solving contradictions in the field of marketing are indicated. The innovative aspect of the research consists of an application of qualitative modeling, methods of Grey System Theory and Theory of Correlation and Regression, and methods of Theory of Inventive Problem Solving. The method introduced enables the recognition and classification of contradictions on its impact for marketing communication quality. In the last section, the direction for further research in the field of systematic thinking application for marketing communication quality management is indicated.

Preferences-based approach for TRIZ contradiction matrix exploitation in preliminary design

“…As an algorithm for design concept generation using TRIZ inventive principles was developped to resolve multi-parameter contradiction [10], another work proposes a semistructured contradiction matrix that uses physical quantities in SI unit instead of the TRIZ engineering parameters to enable exact and partial match in searching for relevant contradictions [11], A study was carried out proposing new characteristics and inventive principles for TRIZ contradiction matrix in order to expand its applicability to typical problems in chemical process industries [12]. And in the context of multiple contradictions a method was structured to assist recognition and classification of contradictions on its impact for marketing communication quality [13]. Compared to the various approaches proposed in literature, a particular attention is dedicated in our work to the Decision-Maker Preferences (DMP) consideration as a crucial element in prioritizing contradictions.…”