MARKETING: Do imediatismo financeiro à compreensão de mercados
Mots-clés :
marketing, marketing estratégico, estratégia, administração de marketing, epistemologiaRésumé
Para que serve o marketing? Acadêmicos e práticos precisam ter respostas, precisam conhecer as possibilidades e complexidades inerentes à disciplina. O marketing foi transformado em algo operacional, focado no método, o que levou à quase eliminação de sua relevância prática. Parte significativa dos que com ele trabalham, reduzem-no a ações empiricamente comprováveis no curto prazo. Práticos têm dificuldade para aplicar o conhecimento e retiram-no de seu horizonte de consciência e de suas decisões. O marketing perde o que o fez importante: a capacidade de ajudar na compreensão sobre mercados. O ensaio trata das origens e consequências deste problema. Busca-se fundamentar a ideia de que o tratamento positivista-empiricista só faz sentido num contexto de compreensão da matéria ligado ao marketing estratégico. Para readquirir relevância, a academia precisa apresentar soluções além daquelas ligadas à administração de marketing, deve dar atenção ao marketing estratégico. Sugere-se que tal movimento seja liderado globalmente pelos acadêmicos do Brasil.
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