Abstract

GARCES CANO, Jorge Enrique. Alienated connections between economy, marketing and globalization. Apuntes del Cenes [online]. 2015, vol.34, n.60, pp.41-94. ISSN 0120-3053.

This article constitutes a theoretical-conceptual and descriptive effort to understand the connections among a marketing theory with real customer focus (the demand role) and the socio-cultural, ideological, political and economic aspects of the macromarketing authors that are assumed divergent of a micromarketing whose neoclassical origin has impeded its conceptualization from the science and its method; especially in this stage of the capitalism, where the globalization effects are manifested on the inhabitants of the planet earth, all consumers and human beings with right to be developed integrally, in coexistence with the other species.

Keywords : Dialectical; economy; globalization; macromarketing; neoclassical marketing; historical materialism; micromarketing.

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