Resumo

COCA CARASILA, Andrés Milton. Demand. A marketing perspective: conceptual an applied reflections. Perspectivas [online]. 2011, n.28, pp.171-191. ISSN 1994-3733.

We present the results and reflections that were developed from a set of investigations carried out to analyze demand, from a marketing approach. We found a series of aspects that are not very well explained by the existing theories, as well as a weak theoretical structure, a great number of unclear terms and words, and an absence of a clear approach to guide their study and application in a suitable way. Although the topic of demand, including its related concepts, is quite ancient and widely studied by the economists, there still exist, at a managerial level, a series of weaknesses in its determination and clearness for its application, such as the lack of both, historical information and belief in the benefits it can offer to the executives in their decision making. These weaknesses can trigger an attitude of considering demand as unimportant; forgetting that managerial strategy rests upon the concept of market and, of course, demand.

Palavras-chave : Demand; Market; Marketing.

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