2004-07-28
MARKETING EM CASTELA. A propósito das origens do marketing, eis um contributo espanhol vindo de Lluís Renart do IESE através da ELMAR: «I agree that even though it is legitimate to enquire about the origins of a particular English word, we should not forget that the activity itself(commerce, trade, markets) is as old as recorded history. And that some of the origins of the study and the teaching of the science and knowledge of marketing, certainly antedate most, if not all, activities carried out in what is now the United States. Let me offer an example: According to IESE Professor Rafael Termes the professors of the so called Escuela de Salamanca (1517-1621) already studied and published about some topics having to do with commerce and pricing, mostly from the moral point of view. This may be found in his chapter "Humanismo y ética para el mercado europeo", published in the book of proceedings of the VI Conferencia Anual of the Asociación Española de Ëtica de la Economía y de las Organizaciones (EBEN-España) under the title "Europa, ¿mercado o comunidad?", Edited by José-Román Flecha, Publicaciones de la Universidad Pontificia de Salamanca(Calle Compañía, 5, Salamanca, Spain), 1999, pag 33.I quote Termes, first in the original Spanish, which I then translate: "Francisco de Vitoria, Domingo de Soto, Luis de Molina y Tomás de Mercado declararon que el precio moralmente justo no es el precio de coste, sino el formado de acuerdo con la oferta y la demanda, con exclusión de violencia, engaño o dolo, y siempre que haya suficiente número de compradores y vendedores". "Francisco de Vitoria, Domingo de Soto, Luis de Molina y Tomás de Mercado declared the morally right price was not the cost of revenue, but the price formed/determined by offer and demand, provided that such price was formed in the absence of violence, without cheating or guile, and with a sufficiently high number of buyers and sellers". It is obvious to me that the practice, and science, and University teaching of some conceptual parts of what we now consider "marketing" were already taking place well before any university was even established in the United States!!»
