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Conexiones alienadas entre economía, marketing y globalización

Author

Listed:
  • Jorge Enrique Garcés Cano

Abstract

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.

Suggested Citation

  • Jorge Enrique Garcés Cano, 2015. "Conexiones alienadas entre economía, marketing y globalización," Apuntes del Cenes, Universidad Pedagógica y Tecnológica de Colombia, vol. 34(60), pages 41-94, December.
    • Handle: RePEc:col:000152:014247
    as

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    File URL: http://revistas.uptc.edu.co/revistas/index.php/cenes/article/view/3776/3316
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    References listed on IDEAS

    as
    1. George A. Akerlof, 2009. "How Human Psychology Drives the Economy and Why It Matters," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 91(5), pages 1175-1175.
    2. ., 2000. "Capitalism and the factory system," Chapters, in: Macroeconomic Instability and Coordination, chapter 13, Edward Elgar Publishing.
    3. Joseph E. Stiglitz, 1996. "Whither Socialism?," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262691825, April.
    4. Porter, Michael E, 1979. "The Structure within Industries and Companies' Performance," The Review of Economics and Statistics, MIT Press, vol. 61(2), pages 214-227, May.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    dialéctica; economía; globalización; micromarketing; macromarketing; marketing neoclásico; materialismo histórico;
    All these keywords.

    JEL classification:

    • A12 - General Economics and Teaching - - General Economics - - - Relation of Economics to Other Disciplines
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • F60 - International Economics - - Economic Impacts of Globalization - - - General
    • L10 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - General
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets
    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure
    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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