HIGHLIGHTS
- who: Resumen et al. from the Universidade have published the article: Matías Membiela-Pollán Redmarka. Rev Mark Apl, vol. 23, núm. 2 (2019), 75-96, in the Journal: (JOURNAL)
- what: In this article two apparently very different areas of knowledge have been related: the theory of social capital and marketing.
SUMMARY
The traditional approach of the economy, based on the neoclassical paradigm and on the figure of homo economicus, avoids any hint of a "multidisciplinary vision" and rejects the study of the interrelation between "the social" and "the . . .
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