Marketing Postulates
Postulados del Marketing
Article Sidebar
PDF (Español (España))
FLIP
HTML (Español (España))
XML (Español (España))
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial 4.0.
Main Article Content
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.
Downloads
Article Details
Akaah Ishmael and Riordan Edward. (1988). Applicability of Marketing in the Third World. International Marketing Review. Spring. DOI: https://doi.org/10.1108/eb008346
American Marketing Association, AMA (1985). AMA approves new definition. Marketing News, 19. March.
Anderson, Wilton; Challagalla, Goutam; McFarland, Richard. (1999). Anatomy of exchange. Journal of Marketing Theory and Practice. Vol 7. No. 2Fall. DOI: https://doi.org/10.1080/10696679.1999.11501847
Arnold S. and , Fisher, E. (1994). Hermeneutics and Consumer Research. Journal of Consumer Research. Vol. 2, June, 55-70. DOI: https://doi.org/10.1086/209382
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 DOI: https://doi.org/10.1177/027614679601600109
Arnould, Eric and Wallendorf Melanie. (1994). Market-oriented ethnography: Interpretation Building and marketing strategy formulation. Journal of Marketing Research. Vol. XXXI November. DOI: https://doi.org/10.2307/3151878
Assael, Henry (1999). Comportamiento del consumidor. International Thomson Editores. México
Bagozzi Richard (1975). Marketing as exchange. Journal of Marketing. Vol. 39 DOI: https://doi.org/10.2307/1250593
Bartels, Robert (1976). The history of marketing thought. 2a. ed. Grid Inc. Ohio, USA.
Bartels, Robert. (1970) Development of marketing. Thought: a brief history. En Marketing theory and metatheory. (Comp American Marketing Association). Richard D. Irwin, INC, Illinois.
Bartels, Robert. (1951) Can marketing be a science?. En Journal of Marketing, Volumen XV. Páginas 319-328 DOI: https://doi.org/10.1177/002224295101500306
Belk, Russell (1988). Possessions and the extended self. Journal of Consumer Research. Vol 15. September DOI: https://doi.org/10.1086/209154
Bergadaà, Michelle; Nyeck, Simon. (1992). Recherche en marketing: un état des controverses. Recherche et Applications en Marketing. Vol. VII. No. 3. DOI: https://doi.org/10.1177/076737019200700302
Chanal, Valerie; Lesca, Humbert; Martinet, Alain, (1997). Vers une ingénierie de la recherche en sciences de gestion. Revue Française de Gestion.Novembre-Décembre
Cohen, Dorothy (1986). Trademark Strategy. Journal of Marketing. Vol. 50. January. DOI: https://doi.org/10.2307/1251279
Day, George and Montgomery, David. (1999). Charting new directions for marketing. Journal of Marketing. Vol. 63. New York DOI: https://doi.org/10.2307/1252096
Dixon, Donald. (1999). Some late nineteenth-century antecedents of marketing theory. Journal of Macromarketing. Boulder. Vol. 19. No. 2. Dec. DOI: https://doi.org/10.1177/0276146799192003
Dorado, Felipe (2001). Ingeniería de mercados: una aproximación. Revista Colombiana de Marketing. Año 2. No. 2. Junio
Douglas, M., and Isherwood, B. (1979). The World of Goods: Towards an Anthropology of Consumption. New York: Norton.
Dufer, Jean (1988). Le marketing interne: facteur de succès du marketing externe. Revue Française du Marketing. No. 120/5
Dunfee, Thomas; Smith Craig; Ross, Williams. Social contracts and marketing ethics. Journal of Marketing. Vol. 63. No. 3. Jul. DOI: https://doi.org/10.2307/1251773
Dussart, Christian. (1983). Comportement du Consommateur et Stratégie de Marketing. Canada: McGraw-Hill.
Fazio, Hugo. (1994). Después del comunismo. La difícil transición en Europa Central y Oriental. Tercer Mundo Editores. Bogotá
Feldman, Laurence (1971). Societal adaptation: a new challenge for marketing. Journal of Marketing Vol. 35. July. DOI: https://doi.org/10.2307/1249790
Fine, Seymour (1981). The marketing of ideas and social causes. Praeger. New York.
Geertz, Cliford. (1973). The Interpretation of Cultures. New York: Basic Books
Gómez, Alvaro. (1999). Cultura y civilización. Fundación Sergio Arboleda. Bogotá.
Gómez, Olga Lucía; Serrano, Jorge; Paba, Julio; Páramo, Dagoberto; Sandoval José; Oliveros Germán; Unigarro, Manuel. (2001). Informe Final. Grupo de Discusión sobre Ingeniería. Universidad Autónoma de Bucaramanga.
Guiltinan, J. and Gordon P. (1997). Marketing Management: Strategies and Programs. McGraw Hill-Inc.New York
Hanson, Ward (2000). Principles of internet marketing. International Thomson South Western College publishing. USA.
Hawkins D., Best R., y Coney, K. (1994). Comportamiento del consumidor. Repercusiones en la estrategia de marketing. Addisson-Wesley Iberoamericana. USA..
Hernández, Miguel y Rodríguez, Augusto (2001). El objeto de estudio de la disciplina de marketing. Revista Colombiana de Marketing. Año 2. No. 3. Diciembre
Hofstede, G. (1980). Culture's Consequences: International Differences in Work Related Values. Beverly Hills, CA: Sage.
Hofstede, G.. (1997). Cultures and Organizations. Software of the Mind. Intercultural Cooperation and its Importance of Survival. UK: McGraw-Hill.
Houston, Franklin (1986). The marketing concept: what it is and what it is not. Journal of Marketing. Vol. 50. April. DOI: https://doi.org/10.2307/1251602
Jones, Brian and Monieson, David (1990). Early development of the philosophy of marketing thought. Journal of Marketing. Vol. 54. January. DOI: https://doi.org/10.2307/1252176
Kinnear, Thomas and Taylor, James R. (1994). Marketing Research. An applied approach. McGraw-Hill. USA.
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.
Kotler, Philip (1979). Strategies for introducing marketing into non profit organizations. Journal of Marketing Vol. 43. Spring. DOI: https://doi.org/10.2307/1250756
Kotler, Philip (1987). Strategic for non profit organizations. Prentice Hall. 3d ed. USA.
Kotler, Philip (1990). Marketing management: analysis, planning and control. Prentice-Hall. New Jersey.
Kotler, Philip and Fox, Karen (1985). Strategic marketing for educational institutions. Prentice-Hall. New Jersey.
Kotler, Philip and Levy, Sidney. (1969). Broadening the concept of Marketing. Journal of Marketing. Vol. 33. January. DOI: https://doi.org/10.2307/1248740
Kotler, Philip and Zaltman, Gerald (1971). Social Marketing: An approach to planned social change. Journal of Marketing. Vol 35. July. DOI: https://doi.org/10.2307/1249783
Krick, E. (1991) Introducción a la ingeniería y el diseño. Editorial Limusa. México.
Laczniak, Gene et al (1979). Social marketing: its ethical dimension. Journal of Marketing Vol. 43. Spring. DOI: https://doi.org/10.2307/1250739
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 (1998b). The age of marketing engineering. Marketing Management. Spring 1988. Chicago
Lilien, Gary & Rangaswamy, Arvind. (1998a). Marketing Engineering. Addison-Wesley. USA.
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. DOI: https://doi.org/10.2307/1251193
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
Mariampolsky, Hy. (1999).The power of ethnography. Market Research Society. Journal of the Market Research Society, London, January DOI: https://doi.org/10.1177/147078539904100105
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.
Marion, Gilles et al (2003). Antimanuel de marketing. Paris. Éditions d’Organisation.
Mason, Roger (1998). Breakfast in Detroit: Economics, marketing, and consumer theory, 1930 to 1950. Journal of Macromarketing. Boulder. Vol. 18. No. 2. Fall. DOI: https://doi.org/10.1177/027614679801800206
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. DOI: https://doi.org/10.1080/00213624.1995.11505713
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. DOI: https://doi.org/10.1086/209048
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. DOI: https://doi.org/10.1086/208566
Mispelblom Frederik (1991). Le secret des services: les clients acteurs autant qu'objets de travail. Revue Française du Marketing. No. 134/4
Mowen, John and Minor, Michael (1998). Consumer Behavior. New Jersey: Prentice Hall. 3rd Ed.
Muñoz, J. (1995). Antropología cultural colombiana. Editorial Unisur. Bogotá.
Murphy, Patrick & Enis, Ben (1986). Classifying products strategically. Journal of Marketing. Vol. 50. July. DOI: https://doi.org/10.2307/1251583
Murray, Jeff; Evers Deborah; Janda, Swinder. (1995). Marketing, theory borrowing, and critical reflection. Journal of Macromarketing. Boulder. Vol. 15. No. 2. Fall. DOI: https://doi.org/10.1177/027614679501500207
Narver, J. and Slater, S (1990). The effect of a market orientation on business profitability: Journal of Marlketing. Vol 54. DOI: https://doi.org/10.2307/1251757
Nooteboom, Bart (1992). A postmodern philosophy of markets. International Studies of Management & Organization. Summer, DOI: https://doi.org/10.1080/00208825.1992.11656580
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
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 (1999c). National Culture and Consumer Behavior in International Markets; A Symbolic Consumer Choice Behavior Approach. The British Academy of Management Annual Conference. Manchester, September.
Páramo, Dagoberto (2000a). La etnografía, una aproximación antropológica al estudio del comportamiento del consumidor. Revista Colombiana de Marketing. Año 1. No. 1. Junio
Páramo, Dagoberto (2000b). El marketing, una expresión cultural. En: Lecturas Escogidas de Mercadeo. Asomercadeo, Medellín.
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
Páramo, Dagoberto. (2004). Marketing, su esencia conceptual. Ediciones Uninorte. Barranquilla.
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. DOI: https://doi.org/10.1086/209381
Peñaloza, Lisa (2000a). The commodification of the American West: Marketers’ production of cultural meanings at the trade show. Journal of Marketing. New York, October. DOI: https://doi.org/10.1509/jmkg.64.4.82.18073
Raju, P.S. (1995). Consumer Behavior in Global Markets: the A-B-C-D Paradigm and its Application to Eastern Europe and the Third World. Journal of Consumer Marketing. Vol. 12, No. 5, 37-56 DOI: https://doi.org/10.1108/07363769510147768
Rapert, Molly; Barbakus, Emin; Olson Jeanne (1997). Transcending functional boundaries: The cultural, strategic, and tactical domains of marketing. Health marketing Quarterly. New York. Vol. 15. No. 2. DOI: https://doi.org/10.1300/J026v15n02_02
Schein, E. (1985). Organizations, Culture and Leadership. San Francisco: Jossey-Bass
Scully, Joseph (1996). Machines made of words: The influence of engineering metaphor on marketing thought and practice, 1900 to 1929. Journal of Macromarketing. Boulder. Vol. 16. No. 2. Fall. DOI: https://doi.org/10.1177/027614679601600207
Shostack G. Lynn (1987). Service positioning through structural change. Journal of Marketing. Vol. 51. January. DOI: https://doi.org/10.2307/1251142
Spillman, Lyn (1999). Enriching exchange: Cultural dimensions of markets. The American Journal of Economics and Sociology. New York. October. DOI: https://doi.org/10.1111/j.1536-7150.1999.tb03407.x
Terpstra, Vern; Russow, Lloyd (2000). Introducción a la mercadotecnia internacional. International Thomson Editores. 4a. edición. México.
Thomson, C., Pollio, H., and Locander, W. (1994). The Spoken and the Unspoken: A Hermeneutic Approach to Understanding the Cultural Viewpoints that Underlie Consumers’ Expressed. Journal of Consumer Research.. Vol. 21, December, 432-452. DOI: https://doi.org/10.1086/209409
Veblen, Thorstein. (1899). The theory of the leisure class. In the collected works of Thorstein Veblen. Vol. 1. Reprinted. London: Routledge (1994).
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
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.
Witkowski, Terrence. (1998). Consumer culture and modernity. Journal of Macromarketing. Vol. 18 No. 1. Spring DOI: https://doi.org/10.1177/027614679801800116
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. DOI: https://doi.org/10.2307/3151962
Zeithaml, Carl & Zeithaml, Valerie (1984). Environmental management: revising the marketing perspective. Journal of Marketing. Vol. 48. Spring. DOI: https://doi.org/10.2307/1251213
Zeithaml, Valarie et al (1985). Problems and strategies in services marketing. Journal of Marketing. Vol. 49. Spring. DOI: https://doi.org/10.2307/1251563
