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El Carácter Científico Del Marketing Y Del Estudio Del Comportamiento Del Consumidor


  • José Alberto Martínez González


Desde hace décadas ha existido un intenso debate acerca del carácter científico del marketing. Para unos investigadores el marketing no constituye una ciencia, mientras que otros opinan lo contrario. En la actualidad se considera que el marketing constituye una ciencia social multi-disciplinar en pleno desarrollo, que se caracteriza más por la fragmentación que por la integración.

Suggested Citation

  • José Alberto Martínez González, 2012. "El Carácter Científico Del Marketing Y Del Estudio Del Comportamiento Del Consumidor," Contribuciones a la Economía, Grupo (Universidad de Málaga), issue 2012-01, January.
  • Handle: RePEc:erv:contri:y:2012:i:2012-01:3

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    References listed on IDEAS

    1. Grossman, Sanford J & Hart, Oliver D, 1986. "The Costs and Benefits of Ownership: A Theory of Vertical and Lateral Integration," Journal of Political Economy, University of Chicago Press, vol. 94(4), pages 691-719, August.
    2. Raghuram G. Rajan & Luigi Zingales, 1998. "Power in a Theory of the Firm," The Quarterly Journal of Economics, Oxford University Press, vol. 113(2), pages 387-432.
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