Incursões na pré-história do marketing: o papel da infraestrutura de transporte na pa-vimentação de práticas de mercado na Inglaterra dos séculos XVIII e XIX

João Batista Soares Neto, Francisco José da Costa, Fernando de Souza Coelho

Resumo


Objetivo do estudo - Este artigo é uma incursão na pré-história do marketing que descreve e analisa como a infraestrutura de transportes na Inglaterra, durante a Revolução Industrial, ensejou o desenvolvimento dos mercados e a diversificação dos negócios nesse país.

Metodologia/abordagem - Trata-se de uma pesquisa histórica, de abordagem qualitativa, baseada na triangulação entre referências bibliográficas, informações levantadas em visitas às regiões portuárias e/ou comerciais de 10 cidades inglesas (incluindo museus) e 8.700 registros fotográficos.

Relevância/originalidade - A investigação aventa um processo que, neste trabalho, é denominado de pavimentação das práticas de mercado, cujos alicerces foram os investimentos em transportes aquaviários e ferroviários e, consequentemente, o florescimento de um padrão de comércio e de uma sociedade de consumo contemporâneos.

Principais resultados - Como resultado, o artigo evidencia textual e visualmente o papel do transporte para o acesso a mercados, o aumento da produtividade, o crescimento econômico e os hábitos de consumo ingleses que resultaram, por sua vez, na emergência da gestão comercial no século XIX como antecedentes da disciplina de marketing.

Contribuições teóricas/metodológicas - O artigo é uma revisita a um processo histórico, na Inglaterra dos séculos XVIII e XIX, que demonstra como o marketing manifesta-se como campo profissional, precedendo a educação em marketing como disciplina acadêmica nos Estados Unidos do século XX; ademais, representa a pertinência de uma agenda de pesquisa com método histórico na área, algo com tradição nos periódicos do exterior, mas diminuto nas publicações nacionais.


Palavras-chave


História; Revolução Industrial; Gestão Comercial; Educação em Marketing

Texto completo:

PDF (English)

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DOI: https://doi.org/10.5585/remark.v21i5.22536

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