Critical market studies: a proposal for politically engaged expansion of marketing theme

a proposal for politically engaged expansion of marketing themes

Autores

  • Georgiana Luna Batinga Universidade Tecnológica Federal do Paraná
  • Marcelo de Rezende Pinto Programa de Pós-graduação em Administração - Pontifícia Universidade Católica de Minas Gerais

DOI:

https://doi.org/10.54372/pc.2024.v19.3400

Palavras-chave:

Marketing. Markets. Market formation. Critical marketing. Critical market studies.

Resumo

This article aims to propose a research agenda to articulate market studies and critical marketing. Discussions were developed about the concept of market and marketing, about the movement known as studies of market dynamics, as well as notes on critical marketing. We conclude that the various dysfunctions which business activities can cause cannot be addressed by observing only their dynamics and the relations among their actors. It is necessary to create a path that includes the moral and political aspects of markets, their wrongdoings, illegalities, as well as their dark, dirty and sometimes clandestine side. This is only possible by adopting a critical and denunciative orientation, committed to the goal of removing the "veil" that covers these issues, historically erased from the marketing debates that can be represented by critical marketing.

Biografia do Autor

Georgiana Luna Batinga, Universidade Tecnológica Federal do Paraná

E-mail: georgiana.luna@gmail.com

Marcelo de Rezende Pinto, Programa de Pós-graduação em Administração - Pontifícia Universidade Católica de Minas Gerais

Doutor em Administração pela UFMG. Atualmente é professor permanente do Programa de pós-graduação em Administração da PUC Minas

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Publicado

2024-02-23

Como Citar

Luna Batinga, G., & Pinto, M. de R. (2024). Critical market studies: a proposal for politically engaged expansion of marketing theme: a proposal for politically engaged expansion of marketing themes. Perspectivas Contemporâneas, 19(1), 1–20. https://doi.org/10.54372/pc.2024.v19.3400

Edição

Seção

Artigo Completo ou Artigo Original