Pasado, presente y futuro de las dimensiones pública y social en el desarrollo conceptual del maketing
ISSN: 1812-0970
Datum der Publikation: 2004
Ausgabe: 1
Nummer: 1
Seiten: 9-34
Art: Artikel
Andere Publikationen in: Revista internacional de marketing público y no lucrativo = International review on public and non profit marketing
Zusammenfassung
It is well known that it is wise to define both conceptually and methodologically the phenomenom or circumstance before coping with its stydy. This is a statement which makes full sense when we refer to the public and social dimensions of marketing. Taking this idea into account, in this paper we follow the analysis of the evolution of these two dimensions along the history of the commercial thought, making a distinction among the different stages and the ruling paradigms in all of them. Finally, and after the reflection of the plural types and categories of marketing these dimensions have given birth in our days, a series of conclusions and considerations are suggested referring to the risk of an excessive fragmentation in the study of on field with a tremendous potentiality in which many things are still waiting to be developed.