A ESCOLA ATIVISTA DO MARKETING: ORIGENS, CONTRIBUIÇÕES E CONTEMPORANEIDADE.

Canhadas Belli, Hygino; Kassouf Pizzinatto, Nádia; Giuliani, Antonio Carlos; Françada Cunha, Christiano; Borges Zacearía, Rosana

The Marketing is the area of business administration that makes the liaisons between firms to market, defining what, how, where and which price to offer goods and services to attend demands or needs. The manner how to do that was proposed by different ways by scholars through the ages, aggregated by groups of thought called Schools. This paper is an exploring study supported on second-based data, library research, websites and researches on other electronic sources. This article aims to concept and show the Activist School inside the construction and development of the Marketing Thought as the American view of the discipline, the contributions to the marketing and society. The schools of marketing are qualified as based on perspectives of analysis interactive / non- interactive and economical / non-economical. The Activist School is non-interactive and non- economical, but the noninteractive aspect is explained by the marketing is considered at the years 1950 and 1960 a manipulating tool, and the non-economical aspect is explained by the subjectivity of the factors that contributes the explanation and the induction of the consuming. The Activist School Fundaments have straight influence from psychology, using application techniques regarding consumer's welfare. The main ideas criticize the bad marketing practices and the consumers were victims of theirs perverse effects by some companies, existing and unbalanced power between vendors and consumers. Focusing in satisfaction, non-satisfaction and consumer welfare, the marketing was seen as a persuading tool to consumers to buy anything by any cost, regardless what and why it's buying things. Because of the first authors of the Activist School weren't professionals or academicals of marketing, some authors qualify as outside marketing environment. The Activist School impacts more significantly to marketing practices than marketing science itself. The historical- economical context that Activist School emerged was after Second World War and the beginning of the Cold War. The Activist School evolution presents in relation the previous schools is the point of satisfaction and dissatisfaction generating concepts as Social and Societal Marketing, and specific concerns like after sales, not just to comprehend why reason consumers buy things, where they are and how they thought.

Revista de Administraçãao da UNIMEP, 2014, Vol 12, Issue 2, p207

1679-5350

Academic Journal

10.15600/1679-5350/rau.v12n2p207-224