Resumo

VELEZ ZAPATA, Claudia Patricia. Rompiendo la tradición: De describir la conducta de compra a comprender al consumidor. Pensam. gest. [online]. 2008, n.24, pp.1-28. ISSN 1657-6276.

This article proposes a shift of paradigm that takes to the specialists to change its traditional form to learn and to teach the marketing based on the description of the purchase conduct that has taken to useless efforts and without sense. In its place, an anthropological boarding that allows understanding the consumer in its true conditions of existence is set out.

Palavras-chave : Market segmentation; targeting; consumer behavior; market research.

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