摘要：One of the possible areas of the implementation of sociology into management is marketing. This is realized through the fact that marketing is, in the same way us sociology, determined as a humanistic discipline. Such definition of marketing is based on the category of "needs". The development of the marketing strategy of a business organization is possible only on the basis of knowing the needs of consumers to whom the product is intended. Though marketing is a scientific discipline it does not have the native methods of research, therefore this concrete entrepreneur activity, which includes different areas of knowledge from various fields of human activity, mostly uses methodology developed by social sciences for the purposes of its research. Generally, it is used in marketing research. The most common case of the implementation of sociology in the area of marketing research is in fact result of the need for market segmentation, the choice of target market and the development of a particular advertising strategy. In that sense, sociology uses the usual methods developed in the scope of so called applied social sciences. The origins of this science are linked with the Colombian Sociology School and Paul Lazarsfeld. Problems which might occur in applying methodology developed in the scope of social sciences in the marketing area are the result of the difference of epistemological context of social science methodology and the context of marketing research.
关键词：marketing; applied sociology; market research; market segmentation; two different cultures; marginal differencies
