The Contribution of Macromarketing to the Teaching of Marketing in Brazil - Berardinelli, Rodolfo
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The training of business students in Brazil is focused on managerial aspects of marketing and, because of this, managers seem unable to deal with the complexity of the exchange system. In a world in which people's lives are increasingly affected by markets, it is essential to broaden the understanding of the discipline that deals with the relationships between markets and society: macro-marketing. In the work that gives rise to the book, in-depth interviews were conducted with nine marketing professors from undergraduate business administration courses, with the aim of raising their views…mehr

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Produktbeschreibung
The training of business students in Brazil is focused on managerial aspects of marketing and, because of this, managers seem unable to deal with the complexity of the exchange system. In a world in which people's lives are increasingly affected by markets, it is essential to broaden the understanding of the discipline that deals with the relationships between markets and society: macro-marketing. In the work that gives rise to the book, in-depth interviews were conducted with nine marketing professors from undergraduate business administration courses, with the aim of raising their views about the teaching of the discipline and its gaps, their understanding of macromarketing and its concepts, as well as the potential contributions of macromarketing to the improvement of marketing education, its social consequences and a more critical view of the discipline.
Autorenporträt
Rodolfo Peres Berardinelli hat einen Master-Abschluss in Management von Unigranrio, einen Postgraduierten-Abschluss in strategischem Marketing, einen Abschluss in Management von ESPM und hat 2018 seine Promotion in Management an Unigranrio begonnen. Derzeit ist er Gastprofessor für das Postgraduierten-Diplom in Management von Unigranrio und bietet Beratung im Bereich Marketing an.