HOW IS MARKETING KNOWLEDGE BEING IMPLEMENTED IN ECONOMICS?

Resumo

Economics and Marketing have many commonalities. We rely on the importance of interdisciplinarity for social sciences to analyze how the first relies on the second for specialized knowledge. Multimethod – interviews, documental and content analysis – are used to assess 892 Brazilian Economics PhD dissertations and check if/how Marketing knowledge is approached. About a tenth of the works is Marketing-related, but literature references are scarce. We conclude that this is due to misunderstandings of Marketing’s scope and interdisciplinary scientific exchanges. We contribute to the literature suggesting that the interdisciplinarity brought by Marketing exports to Economics would increase the understanding of social and market phenomena.