Ensinar marketing na visão de seus professores

Bacellar, Fátima Cristina Trindade; Ikeda, Ana Akemi

doi:10.1590/S1984-92302007000300009

Resumos

O objetivo do presente estudo, exploratório e qualitativo, é revelar e compreender a perspectiva de professores de Marketing em relação à disciplina que ensinam. O estudo utiliza entrevistas individuais em profundidade e o método da grounded theory, e conclui que os professores têm as seguintes preocupações: corrigir falsas impressões que envolvem o Marketing, com relação aos aspectos de ética, abrangência, credibilidade e superficialidade da disciplina, bem como a conceitos objetivos subjacentes em contraposição à subjetividade ou à relatividade de sua prática; estar atualizado; e equilibrar conceitos e exemplos. Recursos didáticos são utilizados com cuidado a fim de evitar que o professor seja confundido com um "contador de causos" sem consistência teórica.

The aim of this study, exploratory and qualitative, is to reveal and understand the perspective of Marketing professors regarding the meanings of the subject they teach.The study uses individual in-depth interviews and the grounded theory and concludes that Marketing professors have a great concerns involving correction of misunderstandings of Marketing purpose and conception is noted involving ethics, wideness, credibility, and superficiality of the discipline, as well as the existence of underlying objective concepts in contraposition to subjectivity or relativity associated to its practice; to be up-to-dated and to balance concepts and examples. Teaching tools are used but with some caution and as a form of avoidance that the professor be seen as a story teller without theoretical consistency.

ARTIGOS

Ensinar marketing na visão de seus professores

Fátima Cristina Trindade Bacellar^I; Ana Akemi Ikeda^II

^IProfª. Faculdades Ibmec/RJ

^IIProfª. FEA/USP

RESUMO

O objetivo do presente estudo, exploratório e qualitativo, é revelar e compreender a perspectiva de professores de Marketing em relação à disciplina que ensinam. O estudo utiliza entrevistas individuais em profundidade e o método da grounded theory, e conclui que os professores têm as seguintes preocupações: corrigir falsas impressões que envolvem o Marketing, com relação aos aspectos de ética, abrangência, credibilidade e superficialidade da disciplina, bem como a conceitos objetivos subjacentes em contraposição à subjetividade ou à relatividade de sua prática; estar atualizado; e equilibrar conceitos e exemplos. Recursos didáticos são utilizados com cuidado a fim de evitar que o professor seja confundido com um "contador de causos" sem consistência teórica.

ABSTRACT

The aim of this study, exploratory and qualitative, is to reveal and understand the perspective of Marketing professors regarding the meanings of the subject they teach.The study uses individual in-depth interviews and the grounded theory and concludes that Marketing professors have a great concerns involving correction of misunderstandings of Marketing purpose and conception is noted involving ethics, wideness, credibility, and superficiality of the discipline, as well as the existence of underlying objective concepts in contraposition to subjectivity or relativity associated to its practice; to be up-to-dated and to balance concepts and examples. Teaching tools are used but with some caution and as a form of avoidance that the professor be seen as a story teller without theoretical consistency.

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Full text available only in PDF format.

ALDERSON, Wroe; COX, Reavis. Towards a theory of marketing. Journal of Marketing, Chicago, v.13, n.2, p.137-152, out.1948.
BARKSDALE, Hiram C.; DARDEN, Bill. Marketers' attitudes toward the marketing concept. Journal of Marketing, Chicago, v.35, n.4, p.29-36, outubro, 1971.
BARTELS, Robert. A model for ethics in marketing. Journal of Marketing, Chicago, v.31, n.1, p.20-26, jan.1967.
BELL, Martin L.; EMORY, C. W. The faltering marketing concept. Journal of Marketing, Chicago, v 35, n.4, p.37-42, out.1971.
BROWN, Stephen. Art or science?: Fifty years of marketing debate, Journal of Marketing Management, Argyll, v. 12, p. 243267, 1996.
BUND, Henry; CARROLL, James H. The changing role of the marketing function. Journal of Marketing, Chicago, v.21, n.3, p.268-325, jan.1957.
COBRA, Marcos. Marketing no Brasil. São Paulo: Cobra, 2003.
COCHOY, Franck. Une histoire du marketing: discipliner l'économir de marché. Paris: Éditions la Découverte, 1999.
DENZIN, Norman K. Interpretive interactionism. 2ª ed. Thousand Oaks: Sage, 2001.
DIAMANTOPOULOS, A.; SCHLEGELMILCH, B. B.; NEATE-STIDSON, S. Who we are and what we do: a profile of marketing academics in UK universities. Journal of Marketing Management, Argyll, v.8, n.1, p.5-20, jan.1992.
FARMER, Richard N. Would you want daughter to marry a marketing man? Journal of Marketing, Chicago, v.31, n.1, p.1-3, jan.1967.
FARMER, Richard N. Would you want your son to marry a marketing lady? Journal of Marketing, Chicago, v. 41, n. 1, p. 15-18, jan. 1977.
GOODE, William J.; HATT, Paul K. Methods in social research. Nova York: McGraw Hill, 1952.
GOULDING, Christina. Grounded theory: a practical guide for management, business and market researchers. Londres: Sage Publications, 2002.
HAGERTY, J. E. Experiences of an early marketing teacher. Journal of Marketing, Chicago, v.1, n.1, p.20-27, jul.1936.
HAWKINS, Del I. Student evaluations of the ethics of marketing practices: the role of marketing education. Journal of Marketing, Chicago, v.36, n.2, p.61-64, abr.1972.
HOGNER, Robert. Speaking in poetry: community service-based business education. Journal of Business Ethics, Dordrecht, v.15, n.1, p.33-43, jan.1996.
HUNT, Shelby D. The nature and scope of marketing. Journal of Marketing, Chicago, v.40, n.3, p.17-28. jul.1976.
HUNT, Shelby D.; CHONKO, Laurence B. Marketing and Machiavellianism. Journal of Marketing, Chicago, v.48, n.3, p.30-42, 1984.
KOTLER, Philip; LEVY, Sidney J. Broadening the concept of marketing. Journal of Marketing, Chicago, v.33, n.1, p.10-15, jan.1969a.
KOTLER, Philip; LEVY, Sidney J. A new form of marketing myopia: rejoinder to Professor Luck. Journal of Marketing, Chicago, v.33, n.3, p.55-57, jul.1969b.
LAVIDGE, Robert J. The growing responsibilities of marketing. Journal of Marketing, Chicago, v.34, n.1, p.25-28, jan.1970.
LAZER, William. Education for marketing in the 1970s. Journal of Marketing, Chicago, v.30, n.3, p.33-37, jul.1966.
LEIGH, W. W. Teaching advanced courses in marketing to undergraduates. Journal of Marketing, Chicago, v.1, n.4, p.374-378, abr.1937.
LEVITT, Theodore. Marketing myopia. Harvard Business Review, Boston, v.38, n.4, p.45-56, jul./ago.1960.
LOCKE, Karen D. Grounded theory in management research. Londres: Sage Publications, 2001.
MANISCHEWITZ, D. Beryl; STUART, John A. Marketing under attack. Journal of Marketing, Chicago, v.26, n.3, p.1-6, jul.1962.
McKENNA, Regis. Marketing is everything. Harvard Business Review, Boston, v.69, n.1, p.65-79, jan./fev.1991.
MINER, John B. Psychologists in Marketing Education. Journal of Marketing, Chicago, v.30, n.1, p.7-9, 1966.
RICHERS, Raimar. Recordando a infância do marketing brasileiro: um depoimento. Revista de Administração de Empresas, São Paulo, v.34, n.3, p.26-40, maio/jun.1994.
STEINER, Robert L. The prejudice against marketing. Journal of Marketing, Chicago, v.40, n.3, p.2-9, jul.1976.
STIDSEN, Bent; SCHUTTE, Thomas F. Marketing as a communication system: the marketing concept revisited. Journal of Marketing, Chicago, v.36, n.4, p.22-27, out.1972.
STRAUSS, Anselm. Qualitative analysis for social scientists. Nova York: Cambridge University Press, 1987.
STRAUSS, Alselm; CORBIN, Juliet. Basics of qualitative research. Techniques and procedures for developing grounded theory. 2ª ed. Thousand Oaks: Sage Publications, 1998.
TAYLOR, Steven J.; BOGDAN, Robert. Introduction to Qualitative Research Methods. 3ª ed. Nova York: John Wiley & Sons, 1998.
VAN WATERSCHOOT, Walter; VAN DEN BULTE, Christophe. The 4P classification of the marketing mix revisited. Journal of Marketing, Chicago, v.56, n.4, p.83-93, out.1992.
VIEIRA, Francisco G. D. Panorama acadêmico-científico e temáticas de estudos de marketing no Brasil. In: ENCONTRO NACIONAL DA ASSOCIAÇÃO NACIONAL DOS PROGRAMAS DE PÓS-GRADUAÇÃO EM ADMINISTRAÇÃO, 24, 2000, Rio de Janeiro. Anais... Rio de Janeiro: ANPAD, 2000. 1 CD-ROM.

Datas de Publicação

Publicação nesta coleção
23 Out 2014
Data do Fascículo
Set 2007

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

[1] ALDERSON, Wroe; COX, Reavis. Towards a theory of marketing. Journal of Marketing, Chicago, v.13, n.2, p.137-152, out.1948.

[2] BARKSDALE, Hiram C.; DARDEN, Bill. Marketers' attitudes toward the marketing concept. Journal of Marketing, Chicago, v.35, n.4, p.29-36, outubro, 1971.

[3] BARTELS, Robert. A model for ethics in marketing. Journal of Marketing, Chicago, v.31, n.1, p.20-26, jan.1967.

[4] BELL, Martin L.; EMORY, C. W. The faltering marketing concept. Journal of Marketing, Chicago, v 35, n.4, p.37-42, out.1971.

[5] BROWN, Stephen. Art or science?: Fifty years of marketing debate, Journal of Marketing Management, Argyll, v. 12, p. 243267, 1996.

[6] BUND, Henry; CARROLL, James H. The changing role of the marketing function. Journal of Marketing, Chicago, v.21, n.3, p.268-325, jan.1957.

[7] COBRA, Marcos. Marketing no Brasil. São Paulo: Cobra, 2003.

[8] COCHOY, Franck. Une histoire du marketing: discipliner l'économir de marché. Paris: Éditions la Découverte, 1999.

[9] DENZIN, Norman K. Interpretive interactionism. 2ª ed. Thousand Oaks: Sage, 2001.

[10] DIAMANTOPOULOS, A.; SCHLEGELMILCH, B. B.; NEATE-STIDSON, S. Who we are and what we do: a profile of marketing academics in UK universities. Journal of Marketing Management, Argyll, v.8, n.1, p.5-20, jan.1992.

[11] FARMER, Richard N. Would you want daughter to marry a marketing man? Journal of Marketing, Chicago, v.31, n.1, p.1-3, jan.1967.

[12] FARMER, Richard N. Would you want your son to marry a marketing lady? Journal of Marketing, Chicago, v. 41, n. 1, p. 15-18, jan. 1977.

[13] GOODE, William J.; HATT, Paul K. Methods in social research. Nova York: McGraw Hill, 1952.

[14] GOULDING, Christina. Grounded theory: a practical guide for management, business and market researchers. Londres: Sage Publications, 2002.

[15] HAGERTY, J. E. Experiences of an early marketing teacher. Journal of Marketing, Chicago, v.1, n.1, p.20-27, jul.1936.

[16] HAWKINS, Del I. Student evaluations of the ethics of marketing practices: the role of marketing education. Journal of Marketing, Chicago, v.36, n.2, p.61-64, abr.1972.

[17] HOGNER, Robert. Speaking in poetry: community service-based business education. Journal of Business Ethics, Dordrecht, v.15, n.1, p.33-43, jan.1996.

[18] HUNT, Shelby D. The nature and scope of marketing. Journal of Marketing, Chicago, v.40, n.3, p.17-28. jul.1976.

[19] HUNT, Shelby D.; CHONKO, Laurence B. Marketing and Machiavellianism. Journal of Marketing, Chicago, v.48, n.3, p.30-42, 1984.

[20] KOTLER, Philip; LEVY, Sidney J. Broadening the concept of marketing. Journal of Marketing, Chicago, v.33, n.1, p.10-15, jan.1969a.

[21] KOTLER, Philip; LEVY, Sidney J. A new form of marketing myopia: rejoinder to Professor Luck. Journal of Marketing, Chicago, v.33, n.3, p.55-57, jul.1969b.

[22] LAVIDGE, Robert J. The growing responsibilities of marketing. Journal of Marketing, Chicago, v.34, n.1, p.25-28, jan.1970.

[23] LAZER, William. Education for marketing in the 1970s. Journal of Marketing, Chicago, v.30, n.3, p.33-37, jul.1966.

[24] LEIGH, W. W. Teaching advanced courses in marketing to undergraduates. Journal of Marketing, Chicago, v.1, n.4, p.374-378, abr.1937.

[25] LEVITT, Theodore. Marketing myopia. Harvard Business Review, Boston, v.38, n.4, p.45-56, jul./ago.1960.

[26] LOCKE, Karen D. Grounded theory in management research. Londres: Sage Publications, 2001.

[27] MANISCHEWITZ, D. Beryl; STUART, John A. Marketing under attack. Journal of Marketing, Chicago, v.26, n.3, p.1-6, jul.1962.

[28] McKENNA, Regis. Marketing is everything. Harvard Business Review, Boston, v.69, n.1, p.65-79, jan./fev.1991.

[29] MINER, John B. Psychologists in Marketing Education. Journal of Marketing, Chicago, v.30, n.1, p.7-9, 1966.

[30] RICHERS, Raimar. Recordando a infância do marketing brasileiro: um depoimento. Revista de Administração de Empresas, São Paulo, v.34, n.3, p.26-40, maio/jun.1994.

[31] STEINER, Robert L. The prejudice against marketing. Journal of Marketing, Chicago, v.40, n.3, p.2-9, jul.1976.

[32] STIDSEN, Bent; SCHUTTE, Thomas F. Marketing as a communication system: the marketing concept revisited. Journal of Marketing, Chicago, v.36, n.4, p.22-27, out.1972.

[33] STRAUSS, Anselm. Qualitative analysis for social scientists. Nova York: Cambridge University Press, 1987.

[34] STRAUSS, Alselm; CORBIN, Juliet. Basics of qualitative research. Techniques and procedures for developing grounded theory. 2ª ed. Thousand Oaks: Sage Publications, 1998.

[35] TAYLOR, Steven J.; BOGDAN, Robert. Introduction to Qualitative Research Methods. 3ª ed. Nova York: John Wiley & Sons, 1998.

[36] VAN WATERSCHOOT, Walter; VAN DEN BULTE, Christophe. The 4P classification of the marketing mix revisited. Journal of Marketing, Chicago, v.56, n.4, p.83-93, out.1992.

[37] VIEIRA, Francisco G. D. Panorama acadêmico-científico e temáticas de estudos de marketing no Brasil. In: ENCONTRO NACIONAL DA ASSOCIAÇÃO NACIONAL DOS PROGRAMAS DE PÓS-GRADUAÇÃO EM ADMINISTRAÇÃO, 24, 2000, Rio de Janeiro. Anais... Rio de Janeiro: ANPAD, 2000. 1 CD-ROM.

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