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Woody Allen e o mercado

Author

Listed:
  • Marcelo Milano Falcão Vieira
  • Jorge Francisco Bertinetti Lengler
  • Roberto C. Fachin

Abstract

Instrumento fundamental do marketing e conceito indispensável para a tomada de decisões, a segmentação de mercado pode guardar aspectos insuspeitados – e muito pouco nobres. Inspirado por um filme de Woody Allen, este artigo propõe-se a desconstruir o conceito e mostra que, apesar do recente discurso de reconhecimento e respeito às diferenças, ele mascara e reproduz práticas históricas de discriminação e dominação.

Suggested Citation

  • Marcelo Milano Falcão Vieira & Jorge Francisco Bertinetti Lengler & Roberto C. Fachin, 2003. "Woody Allen e o mercado," GV-EXECUTIVO, FGV EAESP, vol. 2(1), pages 45-49, October.
    • Handle: RePEc:ekm:gvexec:v:2:y:2003:i:1:id:34869
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