ABSTRACT
This article aims to study the understanding of academic Marketing researchers on the conceptual scope of Marketing. Through an exploratory research, semi-structured interviews with teachers of the discipline were carried out. With the aim of analyzing their view on issues that still permeate the academic debate in the area: the scope of Marketing - and the need for its revision, its limits, the dichotomy between theory and practice and, above all , the question of whether the discipline is scientific or not. From the point-of-view of its academics, the article aims to broaden the discussion of how to strengthen the discipline of Marketing, generating insights that enable breakthroughs for its own theoretical body. Overall, it was observed that the prevailing understanding among academics surveyed is that Marketing does not need to reduce its theoretical scope, but bring the findings of its research to the day-to-day issues of our society.
Marketing Theory; Marketing Scope; Marketing Practice