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Conexiones alienadas entre economía, marketing y globalización

By Jorge Enrique Garcés Cano


The orientation of enterprises towards the market or consumer (Garcés, 2010), as a work focus of a non-neoclassical/neoliberal marketing theory, and one that is not centered on operational activities that seek, on the short term, to maximize the sales and profits of individual producers, is a task that is overdue in this discipline. Restructuring it tied to the theories of Marx and Keynes seems to be the only safe refuge, where all demand generates its own supply, contrary to the old “law” of Say (Say, 1803). This article constitutes a theoretical-conceptual and descriptive effort to understand the connections between marketing theory with a real customer focus (the role of demand) and the socio-cultural, ideological, political and economic aspects of the authors of macro marketing, who are assumed to be divergent from micromarketing, the neoclassical origin of which has impeded its conceptualization from the point of view of science and its method; especially in this stage of capitalism, where the effects of globalization are manifested on the inhabitants of planet Earth, all consumers and human beings with the right to develop themselves integrally, in coexistence with other species.Este artículo constituye un esfuerzo teórico-conceptual y descriptivo por entender las conexiones entre una teoría del marketing con real foco en el consumidor (el papel de la demanda) y los aspectos socioculturales, ideológicos, políticos y económicos de los autores del macromarketing, que se asumen divergentes de un micromarketing cuyo origen neoclásico ha impedido su conceptualización desde la ciencia y su método, máxime en esta etapa del capitalismo, en que los efectos de la globalización se manifiestan sobre los habitantes del planeta Tierra, todos consumidores y seres humanos con derecho a desarrollarse integralmente, en convivencia con las demás especies

Topics: dialectical, economy, globalization, macromarketing, neoclassical marketing, historical materialism, micromarketing.
Publisher: 'Universidad Pedagogica y Tecnologica de Colombia'
Year: 2015
DOI identifier: 10.19053/22565779.3776
OAI identifier:

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