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Análisis de la crítica social al marketing

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  • Raymond Prada Daza

Abstract

Cada vez un mayor número de analistasy críticos sociales asocian el marketing con el consumo exagerado, y afirman que las empresas a menudo planifican la obsolescencia de sus productos con el ánimo de que los compradores adquieran nuevasversiones que incorporan muy pocas mejoras funcionales. Pero, además, aseveran que la publicidad agrega demasiados costos al precio de los productos y que la ganancia bruta de los fabricantes es exagerada. Las críticas se extienden al senalamiento deabusos en el poder político de algunos grupos de industrias y a la discriminación de distritos habitados por familias de bajos ingresos.Al compás de las respuestas de los mercadólogos, los consumidores se organizan y cobra relevancia el conceptode que el marketing debe ser socialmente responsable y que loscompradores potenciales pueden educar sus deseos más superfluos y caprichosos.

Suggested Citation

  • Raymond Prada Daza, 2002. "Análisis de la crítica social al marketing," Estudios Gerenciales, Universidad Icesi, June.
    • Handle: RePEc:col:000129:004866
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