Orivaldo
O. Gallasso
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tations and search of alternatives –
have created the conditions for
impulse-buying. As a result of the
study, the author proposes the use of
the expression purchases by impulse
instead of impulse-buyers.
Accessconsumption
MARISTELAGUIMARÃESANDRÉ
pagE 56
Access consumption is not a new
cathegory in theoretical analysis, but,
instead, awayof looking towardsone
of the most significant processes of
expressing subjectivity: consumption.
The more the consumer market
expands in the diversification of
goods and services, more challen-
ging becomes the preeminence of
the so-called consumption “culture”
(Mike Featherstone).
In this beginning of the 21st Century
– marked by the finalizing contra-
dictions of the capitalist way of eco-
nomic production – consumption is
no longer a zero-sum game between
need satisfaction and social status
recognitionbymeansof theexhibition
andconservationof differences repre-
sented by the active manipulation of
signs, as pointed out by the French
philosopher Jean Baudrillard.
Consumption acquires a sense of
possession, which transcends the
conditions of circulation and ex-
change of goods to establish virtues
andvicissitudesof new typesof links
and limits tohuman relations, forevil
or for good, depending on the
interplay of market forces.
Themarketingcrisis
AVELARVASCONCELOS
pagE 72
After the advertising crisis came the
marketing crisis and it still lingers
on. Its cause is the mistaken focus
on the main purposes of marketing
and is reflected in the existing
structures. The jobs of the “Product
Manager” or “BrandManager”were
overwhelmed, on one side, by the
growing complexities of a market
in permanent mutation, and, on the
other by the gap between what is
taught at the universities and what
the market really demands.
Nevertheless, in spite of the fragili-
ties verified in recent years, which
have relegated it to a secondary
position– inmanycompanies–mar-
keting is still fundamental for the
development of businesses in all
economic areas. Marketing is not
part of the business; marketing is –
or must be – the business.
However, inorder for this tobecome
true, it is important to think again
about some important concepts,
such as “people” and their profiles,
themarketing structure, itsmanage-
ment and the precise function of
products, brands, and – last but not
least – communication.
Asaproblem-solving
method
marketingdoesnotexist
(but creativity does)
ROBERTOMENNABARRETO
pagE 80
The position of the author is to state
– paradoxically – that saying that
marketing does not exist is the best
andmost productiveway tounders-
tand what marketing really is.
The speciousness of each one of the
complex areas of knowledge related
to the activity of marketing suggests
that not even a renaissance genius
couldmaster all of them in order to
deserve the title of “marketing spe-
cialist”. The closest comparable
activity is that of the strategist, who
knows well the technical aspects of
strategy, and yet, is able to be abso-
lutely creative. Any individual who
is able to perform – in marketing or
in any other profession – with 99%
abstract (technical) thought and 1%
of concrete (intuitive and creative)
thought, has really reached what is
called the optimization of thought.
In practice, however, there are no
marketing specialists or specialities
deserving of this description. Never-
theless, themarketing concept – and
its teaching–areextremely important
as a way of thinking about the inte-
grated and continuous process of
successfully planning and selling
goods and services.
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