The multidisciplinary perspective on the knowledge economy and knowledge society assumes an analysis of factors and components that takes into account the relationships and incompatibilities that exist between theory and practice. Such an approach relates to knowledge itself and its accumulation as an overarching issue; it also considers civilizational models of social and economic functioning, whose patterns are constantly undergoing evolutionary change. This is noticeable both in the economies of individual countries of the world, as well as in separate fields and scientific disciplines, including: management, quality, finance, economics, law, psychology, communication, sociology or social behaviour and many others. Not only consumer behaviour but also communication methods are changing, as is the hierarchy of defining needs in terms of production, service and commercial or ordinary human cooperation...
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