<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1657-6357</journal-id>
<journal-title><![CDATA[Sociedad y Economía]]></journal-title>
<abbrev-journal-title><![CDATA[Soc. Econ.]]></abbrev-journal-title>
<issn>1657-6357</issn>
<publisher>
<publisher-name><![CDATA[Facultad de Ciencias Sociales y Económicas- Universidad del Valle]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1657-63572023000300004</article-id>
<article-id pub-id-type="doi">10.25100/sye.v0i50.12511</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Capitalismo Cognitivo y Gubernamentalidad. Una genealogía del discurso académico del marketing]]></article-title>
<article-title xml:lang="en"><![CDATA[Cognitive Capitalism and Governmentality. A Genealogy of Academic Marketing Discourse]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mas]]></surname>
<given-names><![CDATA[Fernando Francisco]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad del Aconcagua  ]]></institution>
<addr-line><![CDATA[Mendoza ]]></addr-line>
<country>Argentina</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<numero>50</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S1657-63572023000300004&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S1657-63572023000300004&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S1657-63572023000300004&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este artículo presenta una genealogía del discurso académico del marketing con el propósito de comprender los objetivos gubernamentales actuales de esta disciplina en el contexto del Capitalismo Cognitivo, característico del Capitalismo Postfordista. Se utiliza la perspectiva foucaultiana para explorar cómo las prácticas académico-discursivas del marketing influyen en la subjetividad contemporánea, centrándose en la conducción de la conducta de aquellos que operan en el ámbito del marketing, como profesores, estudiantes, trabajadores y emprendedores. La investigación sugiere que estos objetivos deben ser contextualizados dentro de las transformaciones históricas del régimen productivo del Capitalismo Postfordista. Se concluye que el marketing contemporáneo es una tecnología de gobierno cognitivo que se ha ajustado a tres grandes objetivos: personalizar, relacionarse y construir imaginarios.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This article presents a genealogy of the academic discourse of marketing with the purpose of understanding the current governmental objectives of this discipline in the context of Cognitive Capitalism, characteristic of Post-Fordist Capitalism. A Foucauldian perspective is used to explore how the academic-discursive practices of marketing influence contemporary subjectivity, focusing on the conduct of the behavior of those who operate in the field of marketing, such as professors, students, workers and entrepreneurs. The research suggests that these objectives must be contextualized within the historical transformations of the productive regime of Post-Fordist Capitalism. It is concluded that contemporary marketing is a technology of cognitive governance that has been adjusted to three major objectives: to personalize, to relate and to construct imaginaries.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[genealogía]]></kwd>
<kwd lng="es"><![CDATA[postfordismo]]></kwd>
<kwd lng="es"><![CDATA[gobierno]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[genealogy]]></kwd>
<kwd lng="en"><![CDATA[postfordism]]></kwd>
<kwd lng="en"><![CDATA[government.]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Alvesson]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Organization: From Substance to Image?]]></article-title>
<source><![CDATA[Organization Studies]]></source>
<year>1990</year>
<volume>11</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>373-94</page-range></nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Armstrong]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Adam]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Denize]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Volkov]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Porter]]></surname>
<given-names><![CDATA[P]]></given-names>
</name>
</person-group>
<source><![CDATA[Principles of Marketing]]></source>
<year>2018</year>
<publisher-name><![CDATA[Pearson]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bogo]]></surname>
<given-names><![CDATA[H. M]]></given-names>
</name>
</person-group>
<source><![CDATA[Temas de Comercialización, decisiones sobre productos y nuevos productos]]></source>
<year>1995</year>
<publisher-name><![CDATA[Universidad Argentina de la Empresa]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Coca Carasila]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[El concepto de Marketing: pasado y presente]]></article-title>
<source><![CDATA[Perspectivas]]></source>
<year>2006</year>
<volume>9</volume>
<numero>18</numero>
<issue>18</issue>
<page-range>41-72</page-range></nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Coca Carasila]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Importancia y concepto del posicionamiento: una breve revisión histórica]]></article-title>
<source><![CDATA[Perspectivas]]></source>
<year>2007</year>
<numero>20</numero>
<issue>20</issue>
<page-range>105-14</page-range></nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Drucker]]></surname>
<given-names><![CDATA[P]]></given-names>
</name>
</person-group>
<source><![CDATA[Management: tasks, responsabilities, practices]]></source>
<year>1973</year>
<publisher-name><![CDATA[Truman Talley Books]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[du Gay]]></surname>
<given-names><![CDATA[P]]></given-names>
</name>
</person-group>
<source><![CDATA[Consumption and identity at work]]></source>
<year>1996</year>
<publisher-name><![CDATA[Sage]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Foucault]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<source><![CDATA[Seguridad, territorio, población: curso en el Collège de France (1977-1978)]]></source>
<year>2006</year>
<publisher-name><![CDATA[FCE]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Foucault]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<source><![CDATA[Nacimiento de la biopolítica: curso en el Collège de France (1978-1979)]]></source>
<year>2007</year>
<publisher-name><![CDATA[FCE]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Fumagalli]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
</person-group>
<source><![CDATA[Bioeconomía y Capitalismo Cognitivo: hacia un nuevo paradigma de acumulación]]></source>
<year>2010</year>
<publisher-name><![CDATA[Traficante de sueños]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hax]]></surname>
<given-names><![CDATA[A. C]]></given-names>
</name>
</person-group>
<source><![CDATA[The Delta Model. Reinventing Your Business Strategy]]></source>
<year>2010</year>
<publisher-name><![CDATA[Springer]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hochschild]]></surname>
<given-names><![CDATA[A. R]]></given-names>
</name>
</person-group>
<source><![CDATA[The managed heart: commercialization of human feeling]]></source>
<year>2003</year>
<publisher-name><![CDATA[University of California Press]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hodgson]]></surname>
<given-names><![CDATA[D]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA['Know your customer': Marketing, governmentality and the 'new consumer' of financial services]]></article-title>
<source><![CDATA[Management Decision]]></source>
<year>2002</year>
<volume>40</volume>
<page-range>318-28</page-range></nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Knights]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Morgan]]></surname>
<given-names><![CDATA[G]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Corporate Strategy, Organizations, and Subjectivity: A Critique]]></article-title>
<source><![CDATA[Organisations Studies]]></source>
<year>1991</year>
<volume>12</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>251-73</page-range></nlm-citation>
</ref>
<ref id="B15">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kotler]]></surname>
<given-names><![CDATA[P]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing Management: Analysis, Planning, and Control]]></source>
<year>1967</year>
<publisher-name><![CDATA[Prentice-Hall]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B16">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kotler]]></surname>
<given-names><![CDATA[P]]></given-names>
</name>
</person-group>
<source><![CDATA[Dirección de Mercadotecnia: análisis, organización, planeación y control]]></source>
<year>1973</year>
<publisher-name><![CDATA[Diana]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B17">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kotler]]></surname>
<given-names><![CDATA[P]]></given-names>
</name>
</person-group>
<source><![CDATA[Mercadotecnia]]></source>
<year>1981</year>
<publisher-name><![CDATA[Carvajal S.A]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B18">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kotler]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Armstrong]]></surname>
<given-names><![CDATA[G]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing [Principles of Marketing]]]></source>
<year>2001</year>
<publisher-name><![CDATA[Pearson]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B19">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kotler]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Keller]]></surname>
<given-names><![CDATA[K. L]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing Management. Global Edition]]></source>
<year>2015</year>
<publisher-name><![CDATA[Pearson]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B20">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kotler]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Levy]]></surname>
<given-names><![CDATA[S. J]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Broadening the Concept of Marketing]]></article-title>
<source><![CDATA[Journal of Marketing]]></source>
<year>1969</year>
<volume>33</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>10-5</page-range></nlm-citation>
</ref>
<ref id="B21">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kotler]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Pfoertsch]]></surname>
<given-names><![CDATA[W]]></given-names>
</name>
</person-group>
<source><![CDATA[B2B Brand Management]]></source>
<year>2006</year>
<publisher-name><![CDATA[Springer]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B22">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kotler]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Wong]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
<name>
<surname><![CDATA[Saunders]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Armstrong]]></surname>
<given-names><![CDATA[G]]></given-names>
</name>
</person-group>
<source><![CDATA[Principles of Marketing]]></source>
<year>2005</year>
<publisher-name><![CDATA[Pearson]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B23">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lamb]]></surname>
<given-names><![CDATA[C. W.]]></given-names>
</name>
<name>
<surname><![CDATA[Hair]]></surname>
<given-names><![CDATA[J. F.]]></given-names>
</name>
<name>
<surname><![CDATA[McDaniel]]></surname>
<given-names><![CDATA[C]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing con aplicaciones para América Latina]]></source>
<year>2018</year>
<publisher-name><![CDATA[Cengage]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B24">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lazzarato]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<source><![CDATA[Por una política menor: acontecimientos y política en la sociedad de control]]></source>
<year>2006</year>
<publisher-name><![CDATA[Traficante de sueños]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B25">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lazzarato]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<source><![CDATA[Gobernar a través de la deuda. Tecnologías de poder del capitalismo neoliberal]]></source>
<year>2015</year>
<publisher-name><![CDATA[Amorrortu]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B26">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lazzarato]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Negri]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Trabajo inmaterial y subjetividad]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Corbeira]]></surname>
<given-names><![CDATA[D]]></given-names>
</name>
<name>
<surname><![CDATA[Expósito]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
<name>
<surname><![CDATA[Montero]]></surname>
<given-names><![CDATA[I]]></given-names>
</name>
</person-group>
<source><![CDATA[Arte, máquinas, trabajo inmaterial]]></source>
<year>2006</year>
<page-range>45-54</page-range><publisher-name><![CDATA[Brumaria]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B27">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Levy]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
</person-group>
<source><![CDATA[Estrategia de Comercialización]]></source>
<year>1970</year>
<publisher-name><![CDATA[Ediciones Macchi]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B28">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Levy]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
</person-group>
<source><![CDATA[Mayonesa, la esencia del marketing. Principios fundamentales del desarrollo competitivo]]></source>
<year>1998</year>
<publisher-name><![CDATA[Granica]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B29">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Levy]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Alvesson]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Willmott]]></surname>
<given-names><![CDATA[H]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Critical approaches to strategic management]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Alvesson]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
<name>
<surname><![CDATA[Willmott]]></surname>
<given-names><![CDATA[H]]></given-names>
</name>
</person-group>
<source><![CDATA[Studying management critically]]></source>
<year>2003</year>
<page-range>92-110</page-range><publisher-name><![CDATA[SAGE]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B30">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[López Corral]]></surname>
<given-names><![CDATA[F]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Marketing concept. Notas para una genealogía del marketing]]></article-title>
<source><![CDATA[Cuadernos del Sur - Filosofía]]></source>
<year>2018</year>
<numero>47</numero>
<issue>47</issue>
<page-range>20-40</page-range></nlm-citation>
</ref>
<ref id="B31">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Marazzi]]></surname>
<given-names><![CDATA[C]]></given-names>
</name>
</person-group>
<source><![CDATA[El sitio de los calcetines: El giro lingüístico de la economía y sus efectos sobre la política]]></source>
<year>2003</year>
<publisher-name><![CDATA[Akal]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B32">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Marazzi]]></surname>
<given-names><![CDATA[C]]></given-names>
</name>
</person-group>
<source><![CDATA[Capital y lenguaje: hacia el gobierno de las finanzas]]></source>
<year>2014</year>
<publisher-name><![CDATA[Tinta Limón]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B33">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mónaco]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Del custodio de marca al cazador de tendencias. Saberes expertos y prácticas tecnopolíticas clave del marketing]]></article-title>
<source><![CDATA[Grado cero]]></source>
<year>2021</year>
<numero>3</numero>
<issue>3</issue>
<page-range>1-29</page-range></nlm-citation>
</ref>
<ref id="B34">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Munuera Alemán]]></surname>
<given-names><![CDATA[J. L]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Evolución en las dimensiones del concepto de Marketing]]></article-title>
<source><![CDATA[ICE Revista de Economía]]></source>
<year>1992</year>
<numero>707</numero>
<issue>707</issue>
<page-range>126-42</page-range></nlm-citation>
</ref>
<ref id="B35">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Porter]]></surname>
<given-names><![CDATA[M. E]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Strategy and the Internet]]></article-title>
<source><![CDATA[Harvard Business Review]]></source>
<year>2001</year>
<volume>79</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>62-78</page-range></nlm-citation>
</ref>
<ref id="B36">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Porter]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Heppelmann]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[How smart, connected products are transforming competition]]></article-title>
<source><![CDATA[Harvard business review]]></source>
<year>2014</year>
<volume>9</volume>
<numero>11</numero>
<issue>11</issue>
<page-range>64-88</page-range></nlm-citation>
</ref>
<ref id="B37">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ries]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Trout]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
</person-group>
<source><![CDATA[Posicionamiento: el concepto que ha revolucionado la comunicación publicitaria y el marketing]]></source>
<year>1989</year>
<publisher-name><![CDATA[McGraw-Hill]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B38">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Skålén]]></surname>
<given-names><![CDATA[P]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Service marketing and subjectivity: the shaping of customer-oriented employees]]></article-title>
<source><![CDATA[Journal of Marketing Management]]></source>
<year>2009</year>
<volume>5</volume>
<numero>7-8</numero>
<issue>7-8</issue>
<page-range>795-809</page-range></nlm-citation>
</ref>
<ref id="B39">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Skålén]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Fellesson]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Fougère]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The Governmentality of Marketing Discourse]]></article-title>
<source><![CDATA[Scandinavian Journal of Management]]></source>
<year>2006</year>
<volume>22</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>275-91</page-range></nlm-citation>
</ref>
<ref id="B40">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Stalk Jr]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Evans]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Lawrence]]></surname>
<given-names><![CDATA[E. S]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Competing on Capabilities: The New Rules of Corporate Strategy]]></article-title>
<source><![CDATA[Harvard Business Review]]></source>
<year>1992</year>
<volume>70</volume>
<page-range>57-69</page-range></nlm-citation>
</ref>
<ref id="B41">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Tadajewski]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Eventalizing the marketing concept]]></article-title>
<source><![CDATA[Journal of Marketing Managment]]></source>
<year>2009</year>
<volume>25</volume>
<numero>1-2</numero>
<issue>1-2</issue>
<page-range>191-217</page-range></nlm-citation>
</ref>
<ref id="B42">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Townley]]></surname>
<given-names><![CDATA[B]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Foucault, Power/Knowledge, and its Relevance for Human Resource Management]]></article-title>
<source><![CDATA[Academy of Management Review]]></source>
<year>1993</year>
<volume>18</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>518-45</page-range></nlm-citation>
</ref>
<ref id="B43">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Townley]]></surname>
<given-names><![CDATA[B]]></given-names>
</name>
</person-group>
<source><![CDATA[Reframing Human Resource Management: Power, Ethics and the Subject at Work]]></source>
<year>1994</year>
<publisher-name><![CDATA[Sage]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B44">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Virno]]></surname>
<given-names><![CDATA[P]]></given-names>
</name>
</person-group>
<source><![CDATA[Gramática de la multitud: para un análisis de las formas de vida contemporánea]]></source>
<year>2003</year>
<publisher-name><![CDATA[Traficante de sueños]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B45">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Virno]]></surname>
<given-names><![CDATA[P]]></given-names>
</name>
</person-group>
<source><![CDATA[Virtuosismo y revolución. La acción política en la era del desencanto]]></source>
<year>2003</year>
<publisher-name><![CDATA[Traficante de sueños]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B46">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Wilensky]]></surname>
<given-names><![CDATA[A. L]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing Estratégico]]></source>
<year>1997</year>
<publisher-name><![CDATA[Fondo de Cultura Económica]]></publisher-name>
</nlm-citation>
</ref>
</ref-list>
</back>
</article>
