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Conexiones alienadas entre economía, marketing y globalización

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  • 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.
    • 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
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    3. 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.
    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.
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    Keywords

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    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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