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El objeto de estudio de la disciplina de marketing

Author

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  • Miguel Hernández E.
  • Augusto Rodríguez

Abstract

En este artículo los autores hacen una profunda y exhaustiva revisión de la literatura dedicada a la búsqueda del objeto de la disciplina del marketing. Primero se analiza el concepto de marketing, luego se estudia el intercambio como la base sobre lacual gira toda la actividad de marketing, para posteriormente presentar el intercambio relacional como una de sus más recientes aproximaciones conceptuales.

Suggested Citation

  • Miguel Hernández E. & Augusto Rodríguez, 2003. "El objeto de estudio de la disciplina de marketing," Estudios Gerenciales, Universidad Icesi, March.
    • Handle: RePEc:col:000129:004882
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