Pasado, presente y futuro de las dimensiones pública y social en el desarrollo conceptual del marketing

Article

Resumen

Bien sabido es lo conveniente que resulta delimitar conceptual y metodológicamente un fenómeno o circunstancia antes de proceder a su estudio, afirmación que cobra pleno sentido si a lo que se está haciendo referencia es a las dimensiones páblica y social del marketing. A partir de dicho planteamiento, en el presente trabajo se lleva a cabo un análisis de la evolutián de una y otra dimensiones a lo largo de la historia del pensamiento comercial, distinguiendo a tal efecto las correspondientes fases o etapas así como los paradigmas imperantes en cada una de ellas. Finalmente, y tras reflejar la pluralidad de tipos o categorías de marketing a las que dichas dimensiones han dado lugar en nuestros días, se plantean una serie de conclusiones y consideraciones al respecto del riesgo de una excesiva fragmentatión en el estudio de unos campos con un tremendo potencial y respecto a los cuales aún queda mucho por hacer.

Palabras Clave

Desarrollo conceptual del Marketing dimensiones pública y social del marketing macromarketing marketing social marketing público 

Past, present and future of public and social dimensions in marketing conceptual development

Abstract

It is well known that it is wise to define both conceptually and methodologically the phenomenom or circumstance before coping with its study. 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 one field with a tremendous potentiality in which many things are still waiting to be developed.

Key Words

Marketing conceptual development marketing public and social dimensions macromarketing social marketing public marketing 

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Copyright information

© Springer-Verlag 2004

Authors and Affiliations

  1. 1.Departamento de Direccion y Economia de la EmpresaUniversidad de León Facultad de CC. Economicas y EmpresarialesEspaóena

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