Interdisciplinaridade em Marketing: Perspectivas de aplicação dos conceitos teóricos de campo e habitus de Pierre Bourdieu às pesquisas em Marketing Interdisciplinarity in Marketing: Perspectives of application of Pierre Bourdieu's theoretical concepts of habitus and field to research in Marketing

Considering Marketing as field of interdisciplinary knowledge that undertakes a relationship with other disciplines that enable it to extend the analytical focus, such as, for instance, Sociology, Anthropology and Psychology . And also considering that the performance of Marketing organizations occur inside a social context, this article aims to recover the theoretical concepts of field and habitus of Pierre Bourdieu to research in Marketing. The proposal is to show that, by analyzing a social context of Marketing starting from the constituent elements of field and habitus the researcher can achieve understanding of Marketing phenomena, especially those with relationship between consumption, Marketing strategies, and agents involved in the production and reproduction of meanings. The article offers some theoretical tools for researchers who aim to adopt an methodological alternative perspective in relation to the mainstream of Marketing. It seeks to show that the Bourdieu’s theory of field and habitus is an option, able of opposing the criticism that the fieldwork of the qualitative researcher is restrictive by not allowing generalization. In that perspective the empirical field is constructed from theoretical elements that enable its constitution elsewhere, having the advantage of allowing the researcher to evaluate the peculiarities of each place, whether they are cultural, regional , economic or social. In other words, the Marketing researcher may seek to understand the Marketing phenomena in different Brazilian realities. The use of these concepts, added by multiple methods of data collection that enable triangulation, allows researchers to produce knowledge in the Marketing field as well as provide useful knowledge to managers who work in the empirical field investigated.