From the (re)production of knowledge to the management practice of marketing in Brazil: is it possible to decolonize marketing?
This article discusses, from a decolonial perspective, how marketing knowledge is produced and reproduced in Brazil. It sought to demonstrate the historical aspects that influenced the export of marketing from the United States to Brazil as a product whose function was to disseminate neoliberal ideo...
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2024 |
| País: | Brasil |
| Institución: | Fundação Getulio Vargas (FGV) |
| Repositorio: | Cadernos EBAPE.BR |
| Idioma: | portugués inglés |
| OAI Identifier: | oai:ojs.periodicos.fgv.br:article/92435 |
| Acceso en línea: | https://periodicos.fgv.br/cadernosebape/article/view/92435 |
| Access Level: | acceso abierto |
| Palabra clave: | Coloniality of knowledge Coloniality of power Marketing knowledge Decoloniality Eurocentrism Colonialidad del saber Colonialidad del poder Conocimientos de marketing Decolonialidad Eurocentrismo Colonialidade do saber Colonialidade do poder Conhecimento de marketing Decolonialidade |
| Sumario: | This article discusses, from a decolonial perspective, how marketing knowledge is produced and reproduced in Brazil. It sought to demonstrate the historical aspects that influenced the export of marketing from the United States to Brazil as a product whose function was to disseminate neoliberal ideology in a historical period marked by the dispute for world hegemony: the Cold War. Based on the reflections made, it was possible to conclude that, even after so many decades, marketing has still not detached itself from the ideologies that formed it, and, to this day, the mainstream ignores the political and social issues that influence both its management practice and academia. Some directions for future research are presented, with the aim of decolonizing marketing knowledge. It is hoped that this study can contribute to the emancipation of the field so that knowledge can free itself from the ideological ties produced by the process of epistemic colonization. |
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