Skip Navigation Links.
Collapse <span class="m110 colortj mt20 fontw700">Volume 12 (2024)</span>Volume 12 (2024)
Collapse <span class="m110 colortj mt20 fontw700">Volume 11 (2023)</span>Volume 11 (2023)
Collapse <span class="m110 colortj mt20 fontw700">Volume 10 (2022)</span>Volume 10 (2022)
Collapse <span class="m110 colortj mt20 fontw700">Volume 9 (2021)</span>Volume 9 (2021)
Collapse <span class="m110 colortj mt20 fontw700">Volume 8 (2020)</span>Volume 8 (2020)
Collapse <span class="m110 colortj mt20 fontw700">Volume 7 (2019)</span>Volume 7 (2019)
Collapse <span class="m110 colortj mt20 fontw700">Volume 6 (2018)</span>Volume 6 (2018)
Collapse <span class="m110 colortj mt20 fontw700">Volume 5 (2017)</span>Volume 5 (2017)
Collapse <span class="m110 colortj mt20 fontw700">Volume 4 (2016)</span>Volume 4 (2016)
Collapse <span class="m110 colortj mt20 fontw700">Volume 3 (2015)</span>Volume 3 (2015)
Collapse <span class="m110 colortj mt20 fontw700">Volume 2 (2014)</span>Volume 2 (2014)
Collapse <span class="m110 colortj mt20 fontw700">Volume 1 (2013)</span>Volume 1 (2013)
Journal of Business and Management Sciences. 2014, 2(3), 58-68
DOI: 10.12691/JBMS-2-3-1
Review Article

Dialectical Model of Marketing versus Trends and Fashions{1}

Jorge Enrique Garcés Cano1,

1Independent Scientific Investigator, Several Institutions of Superior Education-ISE in Colombia, Bogotá, D.C, Colombia

Pub. Date: August 01, 2014
Full Text PDF

Cite this paper

Jorge Enrique Garcés Cano. Dialectical Model of Marketing versus Trends and Fashions{1}. Journal of Business and Management Sciences. 2014; 2(3):58-68. doi: 10.12691/JBMS-2-3-1

Abstract

Marketing is a completely developing paradigm. In spite of nearly metaphysical, esoteric, anti-scientifically approached trends and fashions are increasingly contributing to identify more elements bringing it closer to the science like a technology{2}. That is, an applied social science by establishing concepts and relations between Strategic and Tactic (operational) issues; its Identification, Creation, Communication and Value-Exchange and Usage-Delivery Processes, and its Functions; this elements, parts or components, and its instruments (tools). Marketing thought and strategic planning become highly outstanding in a world where the so-called services-simply, intangibles-are progressively weighing in the economical context, inside or outside the capitalist production mode. No matter tangibles or intangibles are merchandized: the dialectic relation between Strategy and Tactics does not change, though particularities in the operational usage of the different variables in the Marketing Mix do. This is another important aspect to keep in mind. It is evident that this work does not correspond to an empiric investigation, but to a theoretical-conceptual position of rupture; that is, a true theory; the exercises of empiric validation that can be undertaken starting from the well norm in the classic or traditional marketing literature, and it is not objective to the present written.

Keywords

capitalism, applied science, merchandizing, business communication, demand, dialectics, dynamics, economics, strategy, growth strategy, competitiveness strategy, positioning strategy, sales management, marketing, market, needs, strategic marketing objectives, offer, comprehensive product, conditions of satisfaction, customer service, systemic, tactics, technical segmentation, technology, exchange value, use value

Copyright

Creative CommonsThis work is licensed under a Creative Commons Attribution 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

References

[1]  American Marketing Association (2004, 2007, 2012). AMA Definition of Marketing.http://www.marketingpower.com/Community/ARC/Pages/Additional/Definition/default.aspx.
 
[2]  Bagozzi, R. P. (1974). Marketing as an Organized Behavioral System of Exchange, Journal of Marketing, 38, 77-81.
 
[3]  Bagozzi, R. P. (1975A). Marketing as Exchange, Journal of Marketing, 39, 32-39.
 
[4]  Bagozzi, R. P. (1975B). Social Exchange in Marketing, Journal of the Academy of Marketing Science, 3, 314-327.
 
[5]  Bagozzi, R. P. (1977). Is All Social Exchange In Marketing? A Reply, Journal of the Academy of Marketing Science, 5, 315-325.
 
[6]  Bagozzi, R. P. (1978). Marketing as Exchange: A Theory of Transactions in the Marketplace, American Behavioral Scientist, 21, 535-556.
 
[7]  Bagozzi, R. P. (1979). Toward A Formal Theory of Marketing Exchanges, en O. C. Ferrell, S. W. Brown y C. Lamb (Eds.), Conceptual and Theoretical Developments in Marketing. Chicago: AMA, 431-447.
 
[8]  Bagozzi, R. P. (1986). Principles of Marketing Management. Chicago: Science Research Associates.
 
[9]  Borden, N. H. (1964). The Concept of the Marketing Mix, J. of Advertising Research, 2, 7-12.
 
[10]  Carlzon, J. (1987). Putting the Customer First: The Key to Service Strategy. En Lovelock, 1991, Services Marketing: Text, Cases And Readings. UK: Prentice Hall Int. Editions, 424-432.
 
[11]  Clancy, K. J. y Krieg, P. C. (2000). Counter-Intuitive Marketing: Achieve Great Results using Uncommon Sense. New York: The Free Press.
 
[12]  Day, G. S. (1990). Market Driven Strategy: Processes for Creating Value. New York: The Free Press.
 
[13]  Day, G. S. (1992). Marketing's Contribution to the Strategy Dialogue, Journal of the Academy of Marketing Science, 20 (4), 323-329.
 
[14]  Day, G. S. (1994A). The Capabilities of Market-Driven Organizations, Journal of Marketing, 58 (4), 37-52.
 
[15]  Day, G. S. (1994B). Continuous Learning about Markets, California Management Review, 9-31.
 
[16]  Day, G. S. (1995). Advantageous Alliances, Journal of the Academy of Marketing Science, 23 (4), 297-300.
 
[17]  Day, G. S. (1996). Market Driven Organizations: Building Marketing Capabilities. Pennsylvania: The Wharton School, University of Pennsylvania.
 
[18]  Day, G. S. (1999). The Market Driven Organizations: Understanding, Attracting, and Keeping Valuable Customer. New York: The Free Press.
 
[19]  Day, G. S. (2000A). Capabilities For Forging Customer Relationships, Marketing Science Institute, Report Summary No. 00-118, 1-33.
 
[20]  Day, G. S. (2000B). La organización que actúa en función del mercado. Bogotá: Ed. Norma.
 
[21]  Day, G. S. y Van den Bulte, Ch. (2002). Superiority in Customer Relationship Management: Consequences for Competitive Advantage and Performance, Marketing Science Institute, Report Summary No. 02-123, 1-41.
 
[22]  Day, G. S. y Wensley, R. (1983). Marketing Theory with Strategic Orientation, Journal of Marketing, 47, 79-89.
 
[23]  Day, G. S. y Wensley, R. (1988). Assessing Advantage: A Framework for Diagnosing Competitive Superiority, Journal of Marketing, 52, 1-20.
 
[24]  Day, G. S. y Wind, J. (1980). Strategic Planning and Marketing: Time for a Constructive Partnership, Journal of Marketing, 44, 7-8.
 
[25]  Frey, A. W. (1961). Advertising. Nueva York: Ronald Press.
 
[26]  Garcés C., J. E. (1992). La Teoría Neoclásica: equilibrio sin crisis. Postgrado en Economía de la Universidad Nacional de Colombia, Ensayo elaborado para optar al Título de Magister en Teoría y Política Económica, julio de 1992. Bogotá: Universidad Nacional de Colombia.
 
[27]  Garcés C., J. E. (1993). El Papel de la Investigación de Mercados. Revista Cideseg, 1, 1-8, Gremio Asegurador Colombiano (Junio de 1993). Publicado en Revista Merca-Ideas, Junio de 1993. Bogotá: Departamento de Mercadeo Colseguros.
 
[28]  Garcés C., J. E. (1994-1995). Metodología para el desarrollo de Plan Estratégico de Marketing - PEM, material de clase de los cursos Marketing Estratégico y Marketing Operativo, Postgrado de Psicología del Consumidor. Bogotá: Universidad Konrad Lorenz.
 
[29]  Garcés C., J. E. (2003, 2005, 2006). El Marketing: un paradigma balbuceando, en un capitalismo mutando…Expo-academia, oct. 14 de 2003. Bogotá: U. Konrad Lorenz. Publicado por Revista Poliantea (enero-junio, 2005), 3, 53-87. Bogotá: Politécnico Gran-colombiano; y en Revista Suma Administrativa (febrero, 2006), 1 (1), 32-71. Bogotá: U. Konrad Lorenz.
 
[30]  Garcés C., J. E. (2007). Marketing y Responsabilidad Social Empresarial (RSE). Ponencia, 1er. Congreso Iberoamericano de RSE, Oct.10-12 de 2007. Cali-Colombia: Universidad Santiago de Cali. Publicado por Investigaciones en Psicología del Consumidor. Barranquilla-Colombia: INPSICON. Accesible por Internet en: www.inpsicon.com/elconsumidor/archivos/Maryres.pdf. Publicado por Revista Vox Populi, 8 (Octubre, 2009), 29-44. Bogotá: Universidad San Martín.
 
[31]  Garcés C., J. E. (2008). Reflexiones sobre el marketing y la ciencia. Ponencia, 1er. Congreso de Psicología del Consumidor, octubre 10-11 de 2008. Barranquilla-Colombia: U. del Norte.
 
[32]  Garcés C., J. E. (2010). Desarrollo de un modelo de medición de la orientación al mercado con real foco en el consumidor, y pilotaje en el sector asegurador colombiano. Posgrado Psicología del Consumidor Konrad Lorenz, Tesis Laureada elaborada para la obtención del Título de Magister en Psicología del Consumidor, diciembre de 2010. Bogotá: U. Konrad Lorenz.
 
[33]  Garcés C., J. E. (2012A). Hipótesis sobre las interrelaciones entre Responsabilidad Social Empresarial (RSE) y Marketing. Ponencia-Conferencia presentada al VIII Encuentro Internacional de Contabilidad, Auditoría y Finanzas, CONTABILIDAD 2012, 2-5 de julio. La Habana-Cuba: Asociación Nacional de Economistas y Contadores de Cuba (ANEC).
 
[34]  Garcés C., J. E. (2012B). Marketing, Macro-Marketing y Globalización: una conexión alienada. Ponencia-Conferencia en VIII Congreso Internacional de Gestión Empresarial y Administración Púbica, GESEMAP 2012, 10-12 de julio. La Habana-Cuba: Ministerio de Educación Superior.
 
[35]  Garcés C., J. E. (2012C). En equilibrio no hay crisis: crítica a los supuestos neoclásicos. Revista Finanzas y Política Económica, 4 (1), 83-111, ene.-jun./2012. Bogotá: U. Católica. http://portalweb.ucatolica.edu.co/easyWeb2/economia/pages.php/menu/217501/id/5501/content/2012-1/
 
[36]  Grande, Ildefonso (1992).Dirección de Marketing: fundamentos y software de aplicaciones, McGraw-Hill, Madrid, 1992.
 
[37]  Grönroos, C. (1983). Innovative Marketing Strategies and Organization Structures for Services Firms, en Lovelock (1991), Services Marketing: Text, Cases and Readings, 433-448. UK: Prentice Hall International Editions.
 
[38]  Grönroos, C. (1989). Defining Marketing: A Market-Oriented Approach, European Journal of Marketing, 23 (1), 54-58.
 
[39]  Grönroos, C. (1990). Service Management and Marketing. Managing the Moments Of Truth in Service Competition. Massachusetts-USA: Lexington Books. Versión en español, Marketing y gestión de servicios, 1994. Madrid: Ed. Diaz de Santos.
 
[40]  Grönroos, C. (1995). Relationship Marketing: The Strategy Continuum, Journal of the Academy of Marketing Science, 23 (4), 252-254.
 
[41]  Gummesson, E. (1987). Marketing: A Long-term Interactive Relationship. Research Report. Stockholm-Sweden: Marketing Technology Centre (MTC), Stockholm University. Publicado en 1988 en Anderson Sandberg Dhein, Series of Publications in International Business Marketing and Communications. Gothenburg, Sweden.
 
[42]  Gummesson, E. (1991). Marketing Orientation Revisited. The Crucial Role of the Part-Time Marketer, European Journal of Marketing, 25 (2), 60-75.
 
[43]  Hunt, S. D. (1976). The Nature and Scope of Marketing, Journal of Marketing, 40, 17-28.
 
[44]  Hunt, S. D. (1977). The Three Dichotomies Model of Marketing: An Elaboration of Issues, en C. C. Slater (Ed.), Macromarketing: Distributive Processes From a Societal Perspective, 52-56. Colorado: University of Colorado, Business Research Division.
 
[45]  Hunt, S. D. (1978). A General Paradigm of Marketing: in Support of the 3-Dichotomies Model, Journal of Marketing, 42, 107-110.
 
[46]  Hunt, S. D. (1983A). General Theories and the Fundamental Explanada of Marketing, Journal of Marketing, 47, 9-17.
 
[47]  Hunt, S. D. (1983B). Marketing Theory: The Philosophy of Marketing Science. Homewood-Illinois: R. D. Irwin.
 
[48]  Hunt, S. D. (1991). Modern Marketing Theory: Critical Issues in the Philosophy of Marketing Science. Cincinnati: South Western Publishing.
 
[49]  Hunt, S. D. (1994). On Rethinking Marketing: Our Discipline, Our Practice, Our Methods. European Journal of Marketing, 28 (3), 13-25.
 
[50]  Keynes, J. M. (1936). La Teoría General de la Ocupación, el Interés y el Dinero. México: F.C.E.
 
[51]  Kotler, P. (1967). Marketing Management. Englewood Cliffs-New Jersey: Prentice Hall (2ª Ed).
 
[52]  Kotler, P. (1972). A Generic Concept of Marketing, Journal of Marketing, 36, 46-54.
 
[53]  Kotler, P. (1980). Mercadotecnia, Madrid: Prentice-Hall Hispanoamericana; traducida de la primera edición en inglés Principles of Marketing, 1962.
 
[54]  Kotler, P. (1989). Dirección de mercadotecnia. Análisis, planeación y control. México: Diana (6ª impresión, 1ª. Ed. de 1980).
 
[55]  Kotler, P. (2001). El Marketing según Kotler. Barcelona: Paidós.
 
[56]  Kotler, P. (2003). Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know. New Jersey: John Wiley & Sons, Inc.
 
[57]  Kotler, P. (2005). Preguntas más frecuentes sobre marketing, Barcelona: Granica.
 
[58]  Kotler, P.; Jain, D. C.; y Maesincee, S. (2002). El Marketing se mueve: una nueva aproximación a los beneficios, el crecimiento y la renovación. Barcelona: Paidós.
 
[59]  Lambin, J.-J. (1987). Marketing Estratégico. Madrid: McGraw-Hill.
 
[60]  Lazer, W. y Kelley, E. J. (1962). Managerial Marketing, Perspectives and Viewpoints. Homewood- Illinois: R. D. Irwing.
 
[61]  Marx, K. (1867; 2000). El Capital. Crítica de la Economía Política Clásica. México: Fondo de Cultura Económica (última edición). The Volume I, on the process of capital production, it was published in July of 1867. The Volume II, on the process of capital circulation it was writerbetween 1863 and 1877, corrected and published by F. Engels in May of 1885. The Volume III, on the global process of the capitalist production, it was writer in 1884, corrected and published by F. Engels in 1894. And the Volume IV, on the history of the theories of the appreciation, it was written between January of 1862 and July of 1863, manuscripts that would never pass to the preparation stage and they would be picked up at last, organized and published separated as a work. In Spanish, “Historia Crítica de las Teorías de la Plusvalía”, Ed. del FCE, 1945.
 
[62]  McCarthy, E. J. (1960). Basic Marketing: A Managerial Approach. Homewood (Illinois): R. D. Irwin.
 
[63]  Porter, M. E. (1979). The Structure within Industries and Companies Performance, the Review of Economics and Statistics, 61, 214-227.
 
[64]  Porter, M. E. (1982). Estrategia Competitiva. Técnicas para el Análisis de los Sectores Industriales y de la Competencia. Madrid: CECSA.
 
[65]  Porter, M. E. (1990). Ventaja Competitiva: crear y mantener un desempeño superior. Madrid: CECSA.
 
[66]  Ries, A. y Trout, J. (1990).Posicionamiento: El concepto que ha revolucionado la comunicación publicitaria y la mercadotecnia, México: McGraw-Hill; 1ª. versión en inglés publicada en 1980.
 
[67]  Robinson, J. (1959). Ensayos de economía pos-keynesiana. México: F. de Cultura Económica.
 
[68]  Sallenave, J. P. (1995). La Teoría L: Manual de Anti-gerencia. Bogotá: 3er. Mundo.
 
[69]  Stanton, W. J. (1964). Fundamentals of Marketing. USA: McGraw-Hill.
 
[70]  Webster, F. E. (Jr.) (1981). Top Management's Concerns About Marketing Issues for the 1980's, Journal of Marketing, 45, 9-16.
 
[71]  Webster, F. E. (Jr.) (1988). The Rediscovery of the Marketing Concept, Business Horizons, 31, 9-16.
 
[72]  Webster, F. E. (Jr.) (1992). The Changing Role of Marketing in the Corporation, Journal of Marketing, 56, 1-17.
 
[73]  Webster, F. E. (Jr.) (1994). Market-Driven Management: Using the new marketing concept to create a customer-oriented company. New York: John Wiley & Sons, Inc.