Social Capital: its role in marketing praxis through 17 ideas

This 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.