Postulados del Marketing

Postulados del Marketing

Este artículo propone una novedosa y revolucionaria forma de abordar el marketing. Rompiendo la tradicional y popular visión del marketing mix, se presenta lo que podría denominarse la esencia del marketing. Basados en una rigurosa revisión bibliográfica e histórica, se presentan 11 postulados con los cuales se le ha dado un nuevo impulso al marketing actual. Postulados que para adquirir una significativa relevancia deberán ser vistos y adecuados a las condiciones específicas de cada contexto y no, como principios cincelados en piedra. Es debido a su propia capacidad de adaptación al entorno lo que los ha hecho más trascendentes en las organizaciones en los que ya están siendo aplicados. 

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Revista Científica Profundidad Construyendo Futuro

2422-2518

Páramo Morales , Dagoberto

UNIVERSIDAD FRANCISCO DE PAULA SANTANDER

10.22463/24221783.2228

1

2014-07-01

24

31

Colombia

Mezcla de marketing

Marketing y contexto

Postulados del marketing

Marketing

info:eu-repo/semantics/openAccess

http://purl.org/coar/access_right/c_abf2

Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial 4.0.

Profundidad - 2020

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spelling Postulados del Marketing
Mispelblom Frederik (1991). Le secret des services: les clients acteurs autant qu'objets de travail. Revue Française du Marketing. No. 134/4
Mason, Roger. (1995). Interpersonal effects on consumer demand in economic theory and marketing thouhgt, 1890-1950. Journal of Economic Issues. Lincoln. Vol. 29. No. 3. Sep.
McCracken, G. (1986). Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural meaning of Consumer Goods. Journal of Consumer Research. Vol. 13, June, 71-84.
McCracken, G. (1988). Culture and Consumption: New Approaches to the Symbolic Character of Consumer Goods and Activities: Bloomington: Indiana University Press.
McCracken, G. (1990). Culture and Consumer Behavior: An Anthropological Perspective. Journal of the Market Research Society. Vol. 32, No. 1, 3-11
Mckenna, Regis (1991). Marketing is everything. Harvard Business Review. January-February.
Mehta, R., and Belk, R. (1991). Artifacts, Identity, and Transition: Favorite Possessions of Indians and Indian Immigrants to the United States. Journal of Consumer Research. Vol. 17, March, 398-411.
Mowen, John and Minor, Michael (1998). Consumer Behavior. New Jersey: Prentice Hall. 3rd Ed.
Marion, Gilles et al (2003). Antimanuel de marketing. Paris. Éditions d’Organisation.
Muñoz, J. (1995). Antropología cultural colombiana. Editorial Unisur. Bogotá. Murphy, Patrick & Enis, Ben (1986). Classifying products strategically. Journal of Marketing. Vol. 50. July.
Murray, Jeff; Evers Deborah; Janda, Swinder. (1995). Marketing, theory borrowing, and critical reflection. Journal of Macromarketing. Boulder. Vol. 15. No. 2. Fall.
Narver, J. and Slater, S (1990). The effect of a market orientation on business profitability: Journal of Marlketing. Vol 54.
Nooteboom, Bart (1992). A postmodern philosophy of markets. International Studies of Management & Organization. Summer,
Oliva, R. (1998). Use modeling power tools to improve decisions. Marketing News. Chicago.
Páramo, Dagoberto. (1998a). Una aproximación al concepto de marketing. Revista Gestión No. 5. División de Ciencias Administrativas. Universidad del Norte. 1-22
Mason, Roger (1998). Breakfast in Detroit: Economics, marketing, and consumer theory, 1930 to 1950. Journal of Macromarketing. Boulder. Vol. 18. No. 2. Fall.
Maricourt, Renaud de (1987). Les principes et techniques de marketing sont-ils applicables aux pays en voie de développement?. Revue Française du Marketing. No. 112/2.
Páramo, Dagoberto (1999c). National Culture and Consumer Behavior in International Markets; A Symbolic Consumer Choice Behavior Approach. The British Academy of Management Annual Conference. Manchester, September.
Lilien, Gary & Rangaswamy, Arvind (1998b). The age of marketing engineering. Marketing Management. Spring 1988. Chicago
Lambin, Jean-Jacques (1990). La recherche marketing. Analyser, mesurer, prévoir. McGraw-Hill. Paris.
Lambin, Jean-Jacques (1995). Le marketing stratégique. Fondements, méthodes et applications. McGraw-Hill. Paris. 2da. Ed.
Lejeune Monique (1989). Un regard d'ensemble sur le marketing des services. Revue Française du Marketing. No. 121/1.
Lendrevie, Jacques & Lindon, Denis (1983). Mercator. Théorie et pratique du market. Dalloz. 3a. Ed. Paris.
Levi-Strauss C. (1976). El mono desnudo. Siglo XXI. España
Levitt, Theodore (1976). The industrialization of Service. Harvard Business Review. No. 54. September-October.
Lilien, Gary & Rangaswamy, Arvind. (1998a). Marketing Engineering. Addison-Wesley. USA.
Mariampolsky, Hy. (1999).The power of ethnography. Market Research Society. Journal of the Market Research Society, London, January
Lovelock, Christopher (1980). Toward a classification of services. Theoretical developments in marketing. American Marketing Association. Chicago.
Lovelock, Christopher (1981). Why marketing management needs to be different for services?. Marketing of Services. American marketing Association. Chicago.
Lovelock, Christopher (1983). Classifying services to gain strategic marketing insights. Journal of Marketing. Vol. 47. Summer.
Lovelock, Christopher (1984). Services Marketing. Prentice-Hall. New Jersey.
Ludon D, and Della Bitta, A. (1996). Comportamiento del Consumidor. Conceptos y aplicaciones, McGraw Hill. México.
Madia de Souza, Francisco. (1995). La sexta generación del marketing. McGraw Hill. Bogotá.
Malinovski, B. (1975). El método de la antropología social. Siglo XXI. Barcelona
Páramo, Dagoberto (1998b). Culturas organizacionales orientadas al mercado. Un modelo para su implementación. Monografías de Administración No. 51. Facultad de Administración. Universidad de Los Andes.
Páramo, Dagoberto (2000a). La etnografía, una aproximación antropológica al estudio del comportamiento del consumidor. Revista Colombiana de Marketing. Año 1. No. 1. Junio
Kotler, Philip and Zaltman, Gerald (1971). Social Marketing: An approach to planned social change. Journal of Marketing. Vol 35. July.
http://purl.org/coar/resource_type/c_6501
Witkowski, Terrence. (1998). Consumer culture and modernity. Journal of Macromarketing. Vol. 18 No. 1. Spring
Wright-Isak, Christine and Prensky, David.(1993). Early marketing research: Science an application. Marketing Research. Chicago. Vol. 5. No. 4. Fall
Zaltman, G (1997). Rethinking market research: putting people back in. Journal of Marketing Research. November.
Zeithaml, Carl & Zeithaml, Valerie (1984). Environmental management: revising the marketing perspective. Journal of Marketing. Vol. 48. Spring.
Zeithaml, Valarie et al (1985). Problems and strategies in services marketing. Journal of Marketing. Vol. 49. Spring.
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Ward, S., Klees, D.M., and Robertson, T.S. (1987). Consumer Socialization in Different Settings: An International Perspective. Advances in Consumer Research. Vol. 14, 468-472.
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Wilensky, Alberto. (1986). Marketing estratégico. Enfoque simbólico de la demanda y clave real del negocio. Editorial Tesis. Buenos Aires.
Venkatesh, Alladi (1995). Etnoconsumerism: A new paradigm to study cultural and cross-cultural consumer behavior. In “Marketing in a multicultural world” Janen Arnold Costa and Gary Barnossy (editors). Sage Thousand Oaks, CA
Páramo, Dagoberto (2000b). El marketing, una expresión cultural. En: Lecturas Escogidas de Mercadeo. Asomercadeo, Medellín.
Peñaloza, Lisa (2000a). The commodification of the American West: Marketers’ production of cultural meanings at the trade show. Journal of Marketing. New York, October.
Páramo, Dagoberto (2002). Ingeniería de mercados, una aproximación al marketing de hoy. Revista Colombiana de Marketing. Año 3 No. 5. Diciembre.
Páramo, Dagoberto (2003). El marketing y el modelo de las 4 P’s: Una revisión crítica. Revista Hitos de Ciencias Económico-Administrativas. Universidad Juárez Autónoma de Tabasco. (UJAT). No. 25. Septiembre-Diciembre
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Páramo, Dagoberto (2005). Ethnomarketing, the cultural dimension of marketing. Pensamiento & Gestión. No. 19. Diciembre.
Páramo, Dagoberto (2006). Postulados del marketing en consultorios médicos privados en Barranquilla, Colombia. Ponencia. IV Encuentro de la Red Iberoamericana de Mercadotecnia en Salud (RIMS). Xalapa. Octubre.
Peñaloza, Lisa (1994). Atravesando Fronteras/Border Crossings: A Critical Ethnographic Exploration of the Consumer Acculturation of Mexican Immigrants. Journal of Consumer Research, Vol. 21, June, 32-54.
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Español
Revista Científica Profundidad Construyendo Futuro
Bartels, Robert. (1951) Can marketing be a science?. En Journal of Marketing, Volumen XV. Páginas 319-328
Universidad Francisco de Paula Santander
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text/html
application/pdf
Artículo de revista
Núm. 1 , Año 2014 : Julio-Diciembre
1
1
Mezcla de marketing
Marketing y contexto
Postulados del marketing
Marketing
Páramo Morales , Dagoberto
Este artículo propone una novedosa y revolucionaria forma de abordar el marketing. Rompiendo la tradicional y popular visión del marketing mix, se presenta lo que podría denominarse la esencia del marketing. Basados en una rigurosa revisión bibliográfica e histórica, se presentan 11 postulados con los cuales se le ha dado un nuevo impulso al marketing actual. Postulados que para adquirir una significativa relevancia deberán ser vistos y adecuados a las condiciones específicas de cada contexto y no, como principios cincelados en piedra. Es debido a su propia capacidad de adaptación al entorno lo que los ha hecho más trascendentes en las organizaciones en los que ya están siendo aplicados. 
Bartels, Robert. (1970) Development of marketing. Thought: a brief history. En Marketing theory and metatheory. (Comp American Marketing Association). Richard D. Irwin, INC, Illinois.
Arnold, Mark and Fisher, James. (1996). Counterculture, criticisms, and crisis: Assessing the effect of ths Sixties on marketing thought. Journal of Macromarketing. Boulder. Vol. 16. No. 1. Spring
Belk, Russell (1988). Possessions and the extended self. Journal of Consumer Research. Vol 15. September
Gómez, Alvaro. (1999). Cultura y civilización. Fundación Sergio Arboleda. Bogotá.
Kotler, Philip (1990). Marketing management: analysis, planning and control. Prentice-Hall. New Jersey.
Kotler, Philip (1987). Strategic for non profit organizations. Prentice Hall. 3d ed. USA.
Kotler, Philip (1979). Strategies for introducing marketing into non profit organizations. Journal of Marketing Vol. 43. Spring.
Klein, Thomas. (2000). Societal deconstruction and the postmodern project in marketing: The death of our discipline according to Holbrook. Journal of Macromarketing. Boulder. Vol. 20. No. 1. Jun.
Kinnear, Thomas and Taylor, James R. (1994). Marketing Research. An applied approach. McGraw-Hill. USA.
Jones, Brian and Monieson, David (1990). Early development of the philosophy of marketing thought. Journal of Marketing. Vol. 54. January.
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Journal article
Marketing Postulates
This paper proposes a new and revolutionary way to approach marketing. Breaking the marketing mix traditional and popular view, it is presented what might be called the essence of marketing. Based on a thorough literature and historical review eleven principles have been presented getting a new impetus to current marketing. Postulates that to acquire significant relevance must be seen and adapted to the specific conditions of each context and not as principles chiseled in stone. It is due to its own ability to be adapted to the environment what has become them more transcendent in organizations which are already being applied.
2014-07-01T00:00:00Z
2422-2518
24
2014-07-01T00:00:00Z
31
https://revistas.ufps.edu.co/index.php/profundidad/article/download/2228/4606
https://revistas.ufps.edu.co/index.php/profundidad/article/download/2228/2479
https://revistas.ufps.edu.co/index.php/profundidad/article/download/2228/2217
10.22463/24221783.2228
2014-07-01
https://doi.org/10.22463/24221783.2228
institution UNIVERSIDAD FRANCISCO DE PAULA SANTANDER
thumbnail https://nuevo.metarevistas.org/UNIVERSIDADFRANCISCODEPAULASANTANDER/logo.png
country_str Colombia
collection Revista Científica Profundidad Construyendo Futuro
title Postulados del Marketing
spellingShingle Postulados del Marketing
Páramo Morales , Dagoberto
Mezcla de marketing
Marketing y contexto
Postulados del marketing
Marketing
title_short Postulados del Marketing
title_full Postulados del Marketing
title_fullStr Postulados del Marketing
title_full_unstemmed Postulados del Marketing
title_sort postulados del marketing
title_eng Marketing Postulates
description Este artículo propone una novedosa y revolucionaria forma de abordar el marketing. Rompiendo la tradicional y popular visión del marketing mix, se presenta lo que podría denominarse la esencia del marketing. Basados en una rigurosa revisión bibliográfica e histórica, se presentan 11 postulados con los cuales se le ha dado un nuevo impulso al marketing actual. Postulados que para adquirir una significativa relevancia deberán ser vistos y adecuados a las condiciones específicas de cada contexto y no, como principios cincelados en piedra. Es debido a su propia capacidad de adaptación al entorno lo que los ha hecho más trascendentes en las organizaciones en los que ya están siendo aplicados. 
description_eng This paper proposes a new and revolutionary way to approach marketing. Breaking the marketing mix traditional and popular view, it is presented what might be called the essence of marketing. Based on a thorough literature and historical review eleven principles have been presented getting a new impetus to current marketing. Postulates that to acquire significant relevance must be seen and adapted to the specific conditions of each context and not as principles chiseled in stone. It is due to its own ability to be adapted to the environment what has become them more transcendent in organizations which are already being applied.
author Páramo Morales , Dagoberto
author_facet Páramo Morales , Dagoberto
topicspa_str_mv Mezcla de marketing
Marketing y contexto
Postulados del marketing
Marketing
topic Mezcla de marketing
Marketing y contexto
Postulados del marketing
Marketing
topic_facet Mezcla de marketing
Marketing y contexto
Postulados del marketing
Marketing
citationvolume 1
citationissue 1
citationedition Núm. 1 , Año 2014 : Julio-Diciembre
publisher Universidad Francisco de Paula Santander
ispartofjournal Revista Científica Profundidad Construyendo Futuro
source https://revistas.ufps.edu.co/index.php/profundidad/article/view/2228
language Español
format Article
rights info:eu-repo/semantics/openAccess
http://purl.org/coar/access_right/c_abf2
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial 4.0.
Profundidad - 2020
https://creativecommons.org/licenses/by-nc/4.0
references Mispelblom Frederik (1991). Le secret des services: les clients acteurs autant qu'objets de travail. Revue Française du Marketing. No. 134/4
Mason, Roger. (1995). Interpersonal effects on consumer demand in economic theory and marketing thouhgt, 1890-1950. Journal of Economic Issues. Lincoln. Vol. 29. No. 3. Sep.
McCracken, G. (1986). Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural meaning of Consumer Goods. Journal of Consumer Research. Vol. 13, June, 71-84.
McCracken, G. (1988). Culture and Consumption: New Approaches to the Symbolic Character of Consumer Goods and Activities: Bloomington: Indiana University Press.
McCracken, G. (1990). Culture and Consumer Behavior: An Anthropological Perspective. Journal of the Market Research Society. Vol. 32, No. 1, 3-11
Mckenna, Regis (1991). Marketing is everything. Harvard Business Review. January-February.
Mehta, R., and Belk, R. (1991). Artifacts, Identity, and Transition: Favorite Possessions of Indians and Indian Immigrants to the United States. Journal of Consumer Research. Vol. 17, March, 398-411.
Mowen, John and Minor, Michael (1998). Consumer Behavior. New Jersey: Prentice Hall. 3rd Ed.
Marion, Gilles et al (2003). Antimanuel de marketing. Paris. Éditions d’Organisation.
Muñoz, J. (1995). Antropología cultural colombiana. Editorial Unisur. Bogotá. Murphy, Patrick & Enis, Ben (1986). Classifying products strategically. Journal of Marketing. Vol. 50. July.
Murray, Jeff; Evers Deborah; Janda, Swinder. (1995). Marketing, theory borrowing, and critical reflection. Journal of Macromarketing. Boulder. Vol. 15. No. 2. Fall.
Narver, J. and Slater, S (1990). The effect of a market orientation on business profitability: Journal of Marlketing. Vol 54.
Nooteboom, Bart (1992). A postmodern philosophy of markets. International Studies of Management & Organization. Summer,
Oliva, R. (1998). Use modeling power tools to improve decisions. Marketing News. Chicago.
Páramo, Dagoberto. (1998a). Una aproximación al concepto de marketing. Revista Gestión No. 5. División de Ciencias Administrativas. Universidad del Norte. 1-22
Mason, Roger (1998). Breakfast in Detroit: Economics, marketing, and consumer theory, 1930 to 1950. Journal of Macromarketing. Boulder. Vol. 18. No. 2. Fall.
Maricourt, Renaud de (1987). Les principes et techniques de marketing sont-ils applicables aux pays en voie de développement?. Revue Française du Marketing. No. 112/2.
Páramo, Dagoberto (1999c). National Culture and Consumer Behavior in International Markets; A Symbolic Consumer Choice Behavior Approach. The British Academy of Management Annual Conference. Manchester, September.
Lilien, Gary & Rangaswamy, Arvind (1998b). The age of marketing engineering. Marketing Management. Spring 1988. Chicago
Lambin, Jean-Jacques (1990). La recherche marketing. Analyser, mesurer, prévoir. McGraw-Hill. Paris.
Lambin, Jean-Jacques (1995). Le marketing stratégique. Fondements, méthodes et applications. McGraw-Hill. Paris. 2da. Ed.
Lejeune Monique (1989). Un regard d'ensemble sur le marketing des services. Revue Française du Marketing. No. 121/1.
Lendrevie, Jacques & Lindon, Denis (1983). Mercator. Théorie et pratique du market. Dalloz. 3a. Ed. Paris.
Levi-Strauss C. (1976). El mono desnudo. Siglo XXI. España
Levitt, Theodore (1976). The industrialization of Service. Harvard Business Review. No. 54. September-October.
Lilien, Gary & Rangaswamy, Arvind. (1998a). Marketing Engineering. Addison-Wesley. USA.
Mariampolsky, Hy. (1999).The power of ethnography. Market Research Society. Journal of the Market Research Society, London, January
Lovelock, Christopher (1980). Toward a classification of services. Theoretical developments in marketing. American Marketing Association. Chicago.
Lovelock, Christopher (1981). Why marketing management needs to be different for services?. Marketing of Services. American marketing Association. Chicago.
Lovelock, Christopher (1983). Classifying services to gain strategic marketing insights. Journal of Marketing. Vol. 47. Summer.
Lovelock, Christopher (1984). Services Marketing. Prentice-Hall. New Jersey.
Ludon D, and Della Bitta, A. (1996). Comportamiento del Consumidor. Conceptos y aplicaciones, McGraw Hill. México.
Madia de Souza, Francisco. (1995). La sexta generación del marketing. McGraw Hill. Bogotá.
Malinovski, B. (1975). El método de la antropología social. Siglo XXI. Barcelona
Páramo, Dagoberto (1998b). Culturas organizacionales orientadas al mercado. Un modelo para su implementación. Monografías de Administración No. 51. Facultad de Administración. Universidad de Los Andes.
Páramo, Dagoberto (2000a). La etnografía, una aproximación antropológica al estudio del comportamiento del consumidor. Revista Colombiana de Marketing. Año 1. No. 1. Junio
Kotler, Philip and Zaltman, Gerald (1971). Social Marketing: An approach to planned social change. Journal of Marketing. Vol 35. July.
Witkowski, Terrence. (1998). Consumer culture and modernity. Journal of Macromarketing. Vol. 18 No. 1. Spring
Wright-Isak, Christine and Prensky, David.(1993). Early marketing research: Science an application. Marketing Research. Chicago. Vol. 5. No. 4. Fall
Zaltman, G (1997). Rethinking market research: putting people back in. Journal of Marketing Research. November.
Zeithaml, Carl & Zeithaml, Valerie (1984). Environmental management: revising the marketing perspective. Journal of Marketing. Vol. 48. Spring.
Zeithaml, Valarie et al (1985). Problems and strategies in services marketing. Journal of Marketing. Vol. 49. Spring.
Ward, S., Klees, D.M., and Robertson, T.S. (1987). Consumer Socialization in Different Settings: An International Perspective. Advances in Consumer Research. Vol. 14, 468-472.
Wilensky, Alberto. (1986). Marketing estratégico. Enfoque simbólico de la demanda y clave real del negocio. Editorial Tesis. Buenos Aires.
Venkatesh, Alladi (1995). Etnoconsumerism: A new paradigm to study cultural and cross-cultural consumer behavior. In “Marketing in a multicultural world” Janen Arnold Costa and Gary Barnossy (editors). Sage Thousand Oaks, CA
Páramo, Dagoberto (2000b). El marketing, una expresión cultural. En: Lecturas Escogidas de Mercadeo. Asomercadeo, Medellín.
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