关键市场研究:

Georgiana Luna Batinga, Marcelo de Rezende Pinto
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引用次数: 0

摘要

本文旨在提出一项研究议程,以阐明市场研究和批判性营销。文章讨论了市场和市场营销的概念、市场动态研究运动以及批判性市场营销的注意事项。我们的结论是,商业活动可能导致的各种功能障碍不能仅通过观察其动态和参与者之间的关系来解决。有必要开辟一条道路,将市场的道德和政治方面、其不法行为、非法性以及其黑暗、肮脏、有时甚至是秘密的一面纳入其中。要做到这一点,就必须采取批判和谴责的态度,致力于揭开这些问题的 "面纱"。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Critical market studies:
This article aims to propose a research agenda to articulate market studies and critical marketing. Discussions were developed about the concept of market and marketing, about the movement known as studies of market dynamics, as well as notes on critical marketing. We conclude that the various dysfunctions which business activities can cause cannot be addressed by observing only their dynamics and the relations among their actors. It is necessary to create a path that includes the moral and political aspects of markets, their wrongdoings, illegalities, as well as their dark, dirty and sometimes clandestine side. This is only possible by adopting a critical and denunciative orientation, committed to the goal of removing the "veil" that covers these issues, historically erased from the marketing debates that can be represented by critical marketing.
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