The role of Marketing in Consumer Welfare: Analyzing Dichotomies

Revista de Administração IMED

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Title The role of Marketing in Consumer Welfare: Analyzing Dichotomies
O Papel do Marketing no Bem-Estar do Consumidor: Analisando Dicotomias
 
Creator Cervi, Cleber
Baggio, Daniel Knebel
Sausen, Juliana da Fonseca Capsa Lima
 
Subject Macromarketing; Micromarketing; Economic welfare; Sustainable welfare; Consumption
Macromarketing; Micromarketing; Bem-Estar Econômico; Bem-Estar Sustentável; Consumo
 
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.
Frequentemente, as pessoas criticam as práticas do marketing por acreditarem que elas não são éticas e que não estimulam o bem-estar dos consumidores. A partir desta crítica, este artigo analisa como a disciplina de marketing tem tratado o tema do bem-estar do consumidor nos últimos anos. Através de uma reflexão teórica, este trabalho propõe uma comparação das dicotomias micro e macromarketing versus bem-estar econômico e bem-estar sustentável, sendo possível posicionar o papel do marketing em duas perspectivas diferentes e entender como o consumo influencia esse processo. Nota-se que essas perspectivas estão posicionadas em lógicas de consumo distintas e que a ideologia do consumo molda o entendimento dominante sobre bem-estar dos consumidores. O artigo apresenta a necessidade de uma postura dos pesquisadores de marketing no sentido de integrar as visões e os objetivos do micro e do macromarketing, oferecendo para a sociedade pesquisas que contemplem benefícios para as organizações e os consumidores.
 
Publisher Complexo de Ensino Superior Meridional S.A.
 
Contributor
CNPQ
 
Date 2020-10-05
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion

 
Format application/pdf
 
Identifier https://seer.imed.edu.br/index.php/raimed/article/view/3602
10.18256/2237-7956.2020.v10i1.3602
 
Source Revista de Administração IMED; v. 10, n. 1 (2020): Janeiro-Junho; 44-62
2237-7956
10.18256/2237-7956.2020.v10i1
 
Language por
 
Relation https://seer.imed.edu.br/index.php/raimed/article/view/3602/2575
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Rights Direitos autorais 2020 Cleber Cervi, Daniel Knebel Baggio, Juliana Da Fonseca Capsa Lima Sausen
http://creativecommons.org/licenses/by-nc/4.0
 

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