EL OBJETO DE ESTUDIO DE LA DISCIPLINA DE MARKETING (Article published in Spanish)

Authors

  • Miguel Hernández Espallardo Profesor Titular de Universidad. Departamento de Comercialización e Investigación de Mercados. Universidad de Murcia (España). Doctor en Ciencias de Empresa de la Universidad de Murcia.
  • Augusto Rodríguez Profesor Asistente de la Universidad del Valle (Colombia). Candidato a Doctor en Ciencias de Empresa en la Universidad de Murcia (España). E-mail:

Keywords:

Marketing theory, marketing concept, Exchange in the marketing theory, discipline of marketing, marketing network relationship

Abstract

In this article authors revised in an exhaustive way an extensive literature dedicated to search the study object of the marketing discipline. For doing it, the marketing concept is analyzed. Then, the exchange process as a crucial base of the marketing activities is studied. Finally, the relational exchange as one of the most recent marketing conceptual approach is presented.

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Published

2003-06-30

Issue

No. 87 Abr-Jun 2003

Section

Research articles

License

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How to Cite

EL OBJETO DE ESTUDIO DE LA DISCIPLINA DE MARKETING (Article published in Spanish). (2003). Estudios Gerenciales, (87), 67-94. https://www2.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/109