eflections on the humanization of marketing
the assumption of a new paradigm beyond capitalism
DOI:
https://doi.org/10.18041/2619-4244/dl.16.3074Keywords:
Marketing, Capitalism, Emerging paradigmsAbstract
The article is submitted to central objective, to reflect on the role of marketing in the construction and consolidation of new business management paradigm centered be to ensure the preservation of planet earth over time. It begins with the approach of the current crisis of the capitalist model, and therefore, the crisis of social marketing as a discipline that has achieved its maximum development in this; subsequently it will reflect on some emerging paradigms of business management focused on being that look like the only possibility of change for the better humanity and ends in demonstrating the author of what men are market only called to bring about change to within organizations from these professionals deepening conception of man, this subject of extensive study by the marketing.
References
Goldratt, E. (1994). La Meta.
Goldratt, E. (1994). El Síndrome del Pajar. Ediciones Diaz de los Santos.
Zapata A. et al. (2006). Organización y Management. Universidad del Valle.
Páramo, D. (2004). El marketing, su esencia conceptual. Ediciones Uninorte.
Ries, et al. Posicionamiento.
Renart, L. (2002). CRM: Tres estrategias de éxito. Price Waterhouse Cooper, IESE, ebcenter.
Merlano Alcoccer, A. (2007). Prácticas para desarrollar la auto-conciencia. Pensamiento y Gestión. Uninorte.
Lamb, Ch. Et al. (2002). Marketing. Thomson. Sexta Edición.
Kotler, P. (2001). Dirección de Marketing. Edición Milenio. Pretince Hall.
Max-Neef, M. (1993). Desarrollo a Escala Humana. Nordan Comunidad.
Hernández, M. (2001). Objeto de estudio de la disciplina del marketing. Revista Colombiana de Marketing.
Dorado Illera, F. (2000). El mercadeo y sus sistemas de información en el siglo XXI. Revista Colombiana de Marketing.
Levitt, Th. (1960). Miopía de Marketing. Harvard Business Review.
