A emancipação do executivo de marketing
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Published:
Jan 1, 1993
Keywords:
Marketing concept Industrial Revolution capitalism profit motive mass production differentiation segmentation importance of information
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Abstract
For centuries the trader was looked upon as a pariah of society. Slowly however he became more accepted and respected, until emerging - though only in the 20th century - at the top of the enterprise as afull-fledged marketing executive. The article describes how this metamorphosis came about and in what respects society had to change for this to become possible.
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How to Cite
RICHERS, Raimar. A emancipação do executivo de marketing. RAE - Revista de Administracao de Empresas , [S. l.], v. 33, n. 1, p. 52–65, 1993. Disponível em: https://periodicos.fgv.br/rae/article/view/38568. Acesso em: 10 nov. 2026.
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