The role of Marketing in Consumer Welfare: Analyzing Dichotomies
People often criticize marketing practices for believing that they are unethical and do not stimulate consumer welfare. From this criticism, this paper analyzes how the marketing subject has dealt with the topic of consumer welfare in recent years. Through a theoretical reflection, this work propose...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculdade Meridional IMED
2020-10-01
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| Series: | Revista de Administração IMED |
| Subjects: | |
| Online Access: | https://seer.atitus.edu.br/index.php/raimed/article/view/3602 |
| _version_ | 1827918919064616960 |
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| author | Cleber Cervi Daniel Knebel Baggio Juliana da Fonseca Capsa Lima Sausen |
| author_facet | Cleber Cervi Daniel Knebel Baggio Juliana da Fonseca Capsa Lima Sausen |
| author_sort | Cleber Cervi |
| collection | DOAJ |
| description | People often criticize marketing practices for believing that they are unethical and do not stimulate consumer welfare. From this criticism, this paper analyzes how the marketing subject has dealt with the topic of consumer welfare in recent years. Through a theoretical reflection, this work proposes a comparison of the micro and macromarketing dichotomies versus economic welfare and sustainable welfare, being possible to position the role of marketing in two different perspectives and to understand how consumption influences this process. It is noted that these perspectives are positioned in different consumption logics and that the ideology of consumption shapes the dominant understanding of consumer’s welfare. The paper presents the need for a position of marketing researchers in order to integrate the views and objectives of micro and macromarketing, offering society research that includes benefits for organizations and consumers. |
| first_indexed | 2024-03-13T03:50:24Z |
| format | Article |
| id | doaj.art-0308d83750a0485fa46c19198f766096 |
| institution | Directory Open Access Journal |
| issn | 2237-7956 |
| language | English |
| last_indexed | 2024-03-13T03:50:24Z |
| publishDate | 2020-10-01 |
| publisher | Faculdade Meridional IMED |
| record_format | Article |
| series | Revista de Administração IMED |
| spelling | doaj.art-0308d83750a0485fa46c19198f7660962023-06-22T13:42:56ZengFaculdade Meridional IMEDRevista de Administração IMED2237-79562020-10-01101446210.18256/2237-7956.2020.v10i1.36021475The role of Marketing in Consumer Welfare: Analyzing DichotomiesCleber Cervi0Daniel Knebel Baggio1Juliana da Fonseca Capsa Lima Sausen2UNIJUI - DACECPPGDR/UNIJUI e PPGGEO/URIUNIJUIPeople often criticize marketing practices for believing that they are unethical and do not stimulate consumer welfare. From this criticism, this paper analyzes how the marketing subject has dealt with the topic of consumer welfare in recent years. Through a theoretical reflection, this work proposes a comparison of the micro and macromarketing dichotomies versus economic welfare and sustainable welfare, being possible to position the role of marketing in two different perspectives and to understand how consumption influences this process. It is noted that these perspectives are positioned in different consumption logics and that the ideology of consumption shapes the dominant understanding of consumer’s welfare. The paper presents the need for a position of marketing researchers in order to integrate the views and objectives of micro and macromarketing, offering society research that includes benefits for organizations and consumers.https://seer.atitus.edu.br/index.php/raimed/article/view/3602macromarketingmicromarketingbem-estar econômicobem-estar sustentávelconsumo |
| spellingShingle | Cleber Cervi Daniel Knebel Baggio Juliana da Fonseca Capsa Lima Sausen The role of Marketing in Consumer Welfare: Analyzing Dichotomies Revista de Administração IMED macromarketing micromarketing bem-estar econômico bem-estar sustentável consumo |
| title | The role of Marketing in Consumer Welfare: Analyzing Dichotomies |
| title_full | The role of Marketing in Consumer Welfare: Analyzing Dichotomies |
| title_fullStr | The role of Marketing in Consumer Welfare: Analyzing Dichotomies |
| title_full_unstemmed | The role of Marketing in Consumer Welfare: Analyzing Dichotomies |
| title_short | The role of Marketing in Consumer Welfare: Analyzing Dichotomies |
| title_sort | role of marketing in consumer welfare analyzing dichotomies |
| topic | macromarketing micromarketing bem-estar econômico bem-estar sustentável consumo |
| url | https://seer.atitus.edu.br/index.php/raimed/article/view/3602 |
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