Resumen

PRADA DAZA, RAYMOND. ANÁLISIS DE LA CRÍTICA SOCIAL AL MARKETING. estud.gerenc. [online]. 2002, vol.18, n.84, pp.79-88. ISSN 0123-5923.

An ever increasing number of analysts and social critics associate marketing with conspicuous consumption, even to the point of claiming that firms often engage in the planned obsolescence of their products with a view to selling newer versions with few if any functional improvements. Furthermore, they claim that advertising adds a stiff surcharge to such products and that manufacturer´s profits are excessive. Such critics also point to abuses of the political power wielded by certain industries, and even to discrimination agains residents of low-income areas. The revelations of market analysts and critics have led to the formation of consumer´s groups and to the belief that marketing must exercise social responsibility. Potential buyers are also urged to rein in their more superfluous and whimsical desires.

Palabras clave : Consumption; market analysis; consumerism; lobbying; green marketing.

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