Fiche du document
2002
- handle: 10670/1.ojsi4u
- 1657-4613
Ce document est lié à :
http://www.redalyc.org/revista.oa
Revista Colombiana de Marketing
Mots-clés
Administración y Contabilidad cultural senses semiotic of marketing Semiotic and marketing symbolic character of marketingSujets proches
Retail marketing Consumer goods--Marketing Retail trade--Marketing Domestic marketingCiter ce document
María Consuelo Moreno González, « UNA MIRADA SIMBOLICA DEL MARKETING », Revista Colombiana de Marketing, ID : 10670/1.ojsi4u
Métriques
Partage / Export
Résumé
"Taking into consideration that on the contrary to animals, the man lacks an adequate natural world that lets him to enjoy life, it is pointed out in this document the symbolic construction of his own cultural world due to his own representation done on himself. That is why first of all the man is treated as a symbol. From this condition the man is built as a center of interest to two disciplines in development process: marketing and semiotic. Both are part of the symbolic and cultural environment of the human being. Secondly, symbolic elements immersed in the marketing as ritual and routine practices are approached to built a new discipline: semiotic of marketing whose main interest is sense construction of the marketing know-how. That is, in the concretion of a symbolic view of marketing."