Resumen

HERNANDEZ ESPALLARDO, MIGUEL  y  RODRIGUEZ, AUGUSTO. EL OBJETO DE ESTUDIO DE LA DISCIPLINA DE MARKETING. estud.gerenc. [online]. 2003, vol.19, n.87, pp.67-91. ISSN 0123-5923.

In this article authors revised in an exhaustive way an extensive literature dedicated to search the study object of the marketing discipline. For doing it, the marketing concept is analyzed. Then, the exchange process as a crucial base of the marketing activities is studied. Finally, the relational exchange as one of the most recent marketing conceptual approach is presented.

Palabras clave : Marketing theory; marketing concept; Exchange in the marketing theory; discipline of marketing; marketing network relationship.

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