Principios necesarios en torno a la deconstrucción del marketing

Traditionally, the concept of marketing is used as a synonym for irresponsible marketing. It is synonymous with actions that, without an ethical vision, focus on increasing sales through a series of strategies. It is common to link marketing to ideas such as "manipulation" or to advertising efforts that denigrate people with the aim of increasing sales or positioning brands. This article is an interdisciplinary effort that aims to deconstruct the traditional and dominant ideas surrounding marketing. To carry out this analysis, two proposals are put forward. First, the approach to consumer systems by making a historical review of the contribution that some disciplines, such as economics and psychology, have made. Second, the concept of assemblages as a means of analyzing the relationships that these systems currently possess, and the possible emerging relationships. An example is given of the impact of advertising and other marketing efforts with sexist content and how this Impact is related to different systems, from creative design to the social context in which this type of content is framed; which not only enables its construction, but also contributes to an irresponsible marketing notion, helping to reproduce and naturalize this model. Realidad Empresarial No. 10, 2020: 52-64