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Conceptions, concepts and categories of the new institutional economic theory which founder O. Williamson was awarded the Nobel Prize in economics in 2009 are presented. The aim of the work is presenting the method of quantitative analysis and forecasting which has been worked out for application in students’ scientific papers.Theoretical concepts and methods of the efficiency assessment used in neoclassical and institutional economy presented in the economic literature are the materials for the critical assessment in the paper. The article reveals new methods of planning and forecasting of possible consequences from mplementation of institutional projects which can be used while making decisions on the necessity of their introduction. Possibilities of combining sociological and economic tools of the analysis for studying the object of institutional character by researchers-beginners have been considered. The assessment of institutional efficiency and elasticity with the use of institutional theories requires the development of adequate techniques and quantitative tools and measures.
The article discusses the problem of the relationship between marketing science and institutional economy. Its goal is to examine the impact of institutional economy on the way of scientific cognition in marketing. The article was prepared on the basis of the study of the relevant Polish and foreign research literature, particularly concerning marketing theory. The methodology of the present study is based on the considerations taken up in deduction with the support of descriptive and comparative analysis. The impact of institutional economy on the method of scientific cognition in marketing results in the interest of marketing science not only in an enterprise but also in an effort to describe the external factors (externalities) and social costs related to marketing activities of enterprises. Of importance is also the understanding of the functioning of the structure of the marketing system as well as the reactions of the institutions responsible for the implementation of the country’s marketing policy. The analysis conducted for the purpose of this study leads to a general conclusion that marketing and science devoted to it are not homogeneous in epistemological terms and a significant dualism between the two can be pointed out. It encompasses traditional marketing which stems from management and marketing referring to the institutional economy of higher level.
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