Resumo

FLORES VILLACRES, Emilio Javier; DIAZ JIMENEZ, Diógenes David  e  PROANO CASTRO, Milton Felipe. Marketing epistemological approach. Universidad y Sociedad [online]. 2018, vol.10, n.5, pp. 200-206.  Epub 02-Dez-2018. ISSN 2218-3620.

Most marketing experts are strongly influenced by non-commercial disciplines, such as economics, social psychology, sociology, statistics or mathematics, although there is still debate about the three competing philosophical "isms", namely: logical empiricism, Kuhn's scientific relativism and historicism. In the review carried out a comparison is made between several authors in the way they declared marketing as a science, identified three approaches to marketing, empiricism, criticism and constructivism, answering the questions outlined in the systematization. The beliefs that the market is the self-regulating of the offers and demands of products, are justified when the merchants of these, possess collectively enough knowledge and evidence of their behavior to undertake in their distribution, obtaining that there are sufficient incentives for the buyers and sellers negotiate based on this. Therefore, an approach to collective beliefs is used because it is one of the approaches that is made in marketing by studying the historicity of the behavior of a group so that future predictions are generally made.

Palavras-chave : Marketing; education; collective approach; marketing epistemology.

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