Um exercício de desconstrução do conceito e da prática de segmentação de mercado inspirado em Woody Allen

Jorge Francisco Bertinetti Lengler, Marcelo Milano Falcão Vieira and Roberto Costa Fachin

RAE - Revista de Administração de Empresas, 2002, vol. 42, issue 4

Abstract: Market segmentation is a powerful marketing tool frequently used to support decision-making in organizations. In this paper we aim at analyzing some elements not always evident when one deals with market segmentation as a hegemonic discourse. We base our analysis in Woody Allen’s “Deconstructing Harry”, which allows the understanding of the deconstruction of market segmentation concept and practice basedon gender and race. Such a purpose is supported by Derrida (1999) who tells us that every concept, word or lexical meaning is subject for deconstruction. Moreover, the hypothesis that both concept and practice of market segmentation hide unrevealed meanings, voices and socialactors is central in our analysis.

Date: 2002
References: Add references at CitEc
Citations:

Downloads: (external link)
http://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/37636 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:fgv:eaerae:v:42:y:2002:i:4:a:37636

Access Statistics for this article

RAE - Revista de Administração de Empresas is currently edited by Eduardo Diniz

More articles in RAE - Revista de Administração de Empresas from FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil)
Bibliographic data for series maintained by Núcleo de Computação da FGV EPGE ().