Rompiendo la tradición: De describir la conducta de compra a comprender al consumidor

Research output: Contribution to journalArticle in an indexed scientific journalpeer-review


This article proposes a shift of paradigm that takes to the specialists to change its traditional form to learn and to teach the marketing based on the description of the purchase conduct that has taken to useless efforts and without sense. In its place, an anthropological boarding that allows understanding the consumer in its true conditions of existence is set out.
Original languageSpanish
Pages (from-to)1-28
Number of pages28
JournalPensamiento & Gestión
StatePublished - 2008

Cite this