<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202018000500200</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Enfoque epistemológico del marketing]]></article-title>
<article-title xml:lang="en"><![CDATA[Marketing epistemological approach]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Flores Villacrés]]></surname>
<given-names><![CDATA[Emilio Javier]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Díaz Jiménez]]></surname>
<given-names><![CDATA[Diógenes David]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Proaño Castro]]></surname>
<given-names><![CDATA[Milton Felipe]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Guayaquil  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>República del Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2018</year>
</pub-date>
<volume>10</volume>
<numero>5</numero>
<fpage>200</fpage>
<lpage>206</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202018000500200&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202018000500200&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202018000500200&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN La mayoría de los expertos en marketing están fuertemente influenciados por las disciplinas no comerciales, como la economía, la psicología social, la sociología, las estadísticas o las matemáticas, aunque todavía hay debate sobre los tres "ismos" filosóficos que compiten, a saber: empirismo lógico, el relativismo científico e historicismo de Kuhn. En la revisión realizada se hace una comparación de entre varios autores en la forma que declararon al marketing como una ciencia, se identificaron tres enfoques del marketing, el empirismo, la crítica y el constructivismo, respondiendo a las preguntas trazadas en la sistematización. Las creencias de que el mercado es el autorregulador de las ofertas y demandas de productos, son justificados cuando los comerciantes de estos poseen colectivamente suficiente conocimiento y evidencia de su comportamiento para emprender en su distribución, logrando que existan los suficientes incentivos para que los compradores y vendedores negocien en base a esto. Por ello se hace un enfoque de las creencias colectivas pues es uno de los enfoques que se hace en el mercadeo al estudiar la historicidad del comportamiento de un grupo para de manera general se hagan predicciones futuras.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT 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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Mercadotecnia]]></kwd>
<kwd lng="es"><![CDATA[educación]]></kwd>
<kwd lng="es"><![CDATA[enfoque colectivo]]></kwd>
<kwd lng="es"><![CDATA[epistemología de la mercadotecnia]]></kwd>
<kwd lng="en"><![CDATA[Marketing]]></kwd>
<kwd lng="en"><![CDATA[education]]></kwd>
<kwd lng="en"><![CDATA[collective approach]]></kwd>
<kwd lng="en"><![CDATA[marketing epistemology]]></kwd>
</kwd-group>
</article-meta>
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