O Que os Outros Pensam sobre Marketing? A Contribuição da Disciplina para as Ciências Sociais

Cleo Schmitt Silveira; Priscila Silva Esteves; Carlos Alberto Vargas Rossi

doi:10.5585/remark.v12i2.2496

Authors

Cleo Schmitt Silveira UFRGS
Priscila Silva Esteves UFRGS
Carlos Alberto Vargas Rossi UFRGS

DOI:

https://doi.org/10.5585/remark.v12i2.2496

Keywords:

Marketing Theory, Marketing Scope, Social Marketing.

Abstract

An exploratory research study was conducted with researchers from areas related to Marketing to analyze the use and interest of other disciplines regarding the theoretical concepts of Marketing. It was observed from the research that there was a narrow view on its activities, a lack of consensus about its scientific status, and considerably low interest from the other areas. Faced with this situation, we discuss a possible revision of the scope of Marketing. An alternative approach would be to increase knowledge about Social Marketing. Another possibility would be to move closer to the economics discipline in order to introduce a new perspective in consumer behavior. In both the cases, the field of marketing needs to develop further and broaden the framework its own theory and make an effort to change its scientific status and promote the desired interdisciplinary studies in Social Sciences.

DOI: 10.5585/remark.v12i2.2496