@article{jbms2014231,
author={Cano, Jorge Enrique Garc¨¦s},
title={Dialectical Model of Marketing versus Trends and Fashions<SUP>{1}</SUP>},
journal={Journal of Business and Management Sciences},
volume={2},
number={3},
pages={58--68},
year={2014},
url={http://pubs.sciepub.com/jbms/2/3/1},
issn={2333-4533},
abstract={Marketing is a completely developing paradigm. In spite of nearly metaphysical, esoteric, anti-scientifically approached trends and fashions are increasingly contributing to identify more elements bringing it closer to the science like a <i>techn</i><i>ology</i><SUP>{2}</SUP>. That is, an applied social science by establishing concepts and relations between <i>Strategic</i><i> </i>and <i>Tactic</i> (operational) issues; its Identification, Creation, Communication and Value-Exchange and Usage-Delivery Processes, and its Functions; this elements, parts or components, and its instruments (tools). Marketing thought and strategic planning become highly outstanding in a world where the so-called <i>services</i>-simply, intangibles-are progressively weighing in the economical context, inside or outside the capitalist production mode. No matter <i>tangibles</i> or <i>intangibles</i> are merchandized: the dialectic relation between <i>Strategy</i><i> </i>and <i>Tactics</i><i> </i>does not change, though particularities in the operational usage of the different variables in the <i>Marketing</i><i> </i><i>Mix</i> do. This is another important aspect to keep in mind. It is evident that this work does not correspond to an empiric investigation, but to a theoretical-conceptual position of rupture; that is, a true theory; the exercises of empiric validation that can be undertaken starting from the well norm in the classic or traditional marketing literature, and it is not objective to the present written.},
doi={10.12691/jbms-2-3-1}
publisher={Science and Education Publishing}
}