摘要：Desenvolveu-se esta pesquisa exploratória, com pesquisadores de áreas relacionadas a Marketing, buscando analisar a utilização e interesse pelos conceitos teóricos de Marketing por outras disciplinas. Observou-se uma visão limitada sobre sua atuação, falta de consenso sobre seu status científico e baixo interesse das outras áreas. Diante disso, estimula-se a discussão sobre uma possível revisão de seu escopo, que poderia aprofundar seu conhecimento sobre Marketing Social, aproximar-se mais da Economia e explicar o Comportamento do Consumidor. Nos dois casos, precisa desenvolver mais sua teoria própria, contribuindo para alterar seu status científico e para a tão necessária interdisciplinaridade entre as Ciências Sociais. DOI: 10.5585/remark.v12i2.2496
其他摘要：An exploratory research study was conducted with researchers from areas related to Marketing to analyze the use and interest of other disciplines regarding the theoretical concepts of Marketing. It was observed from the research that there was a narrow view on its activities, a lack of consensus about its scientific status, and considerably low interest from the other areas. Faced with this situation, we discuss a possible revision of the scope of Marketing. An alternative approach would be to increase knowledge about Social Marketing. Another possibility would be to move closer to the economics discipline in order to introduce a new perspective in consumer behavior. In both the cases, the field of marketing needs to develop further and broaden the framework its own theory and make an effort to change its scientific status and promote the desired interdisciplinary studies in Social Sciences. DOI: 10.5585/remark.v12i2.2496
关键词：Teoria de Marketing;Escopo de Marketing;Marketing Social;Marketing Theory; Marketing Scope; Social Marketing.
其他关键词：Marketing Theory; Marketing Scope; Social Marketing.
