Note in margine al saggio di Dario Velo sulla continuità e sulla discontinuità negli studi di marketing

On issue: 

The paper aims at drawing scholars' attention to the current state of Marketing studies. Starting from the contribution of Dario Velo in the last issue of "Impresa Progetto", referring to the coherence and discontinuance of this area of studies, the Author asserts that the most relevant problem in Marketing discipline is not the lack of a new paradigm of reference. On the other side, the Marketing culture is more and more important in the decision-making processes of the companies. However, the Marketing reputation in the public opinion is prevalently negative: the Author develops some remarks about this last topic.