Contribuições para a Educação em Teoria de Marketing: uma Agenda Profissional e Acadêmica

Goal – The purpose of this article is to address historical problems of education and scientific development of marketing, such as the provision of broad competencies for academics and market professionals; the fragmentation of discipline resulting from its almost unlimited scope; the alleged identity crisis resulting from fragmentation and its consequences for the formation of graduates of doctoral programs with emphasis or marketing lines. Methodology – this is a bibliographic study that follows the emergence of themes in the historical path of marketing. Main results – the results show: 1) the importance of education in marketing theory for academics and market professionals; 2) the role of a general marketing theory for the recognition of professional relevance and the scientificity of marketing; 3) the role of the marketing theory discipline taught at the doctoral level for the dissemination of sedimentary knowledge of the area as a whole. Contributions – the article brings advances in the construction of an agenda for training in marketing theory and important reflections on the philosophical, historical, technological and social structuring of the discipline.