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espanolEste articulo, de naturaleza exploratoria y descriptiva, tiene como objetivo vincular la teoria del Capital Social y el Marketing. Bajo este prisma, se inicia con una critica al enfoque tradicional de la ciencia economica (paradigma neoclasico), que condujo hace anos a un enfoque de marketing “aislado” y muy transaccional. A continuacion, a traves de 17 puntos, se presenta la contribucion real —o potencial— y enriquecedora del capital social (normas y valores, confianza, redes sociales) a la teoria y praxis del marketing estrategico y el marketing operativo. EnglishThis exploratory and descriptive article aims to link the theory of Social Capital and Marketing. With this purpose it starts from a criticism of the traditional approach of economic science (neoclassical paradigm), which led years ago towards a self-contained and very transactional marketing approach. Next, through 17 ideas, it is presented the real —or potential— and enriching contribution of social capital (norms and values, trust, social networks) to the theory and practice of strategic marketing and tactical marketing.

Social Capital: its role in marketing praxis through 17 ideas