En el presente estudio se diferencian tres dimensiones básicas en las que puede trabajar una empresa para posicionarse en un mercado deseado, pervirtiendo casi "necesariamente" las categorías específicas de la ética y la revalorización social, y que han sido extendidos hacia prácticas de modernización de lo público. La lógica requiere, en primer lugar, la identificación de términos que diferencian estas tres dimensiones; en segundo lugar, se establece un análisis, interpretación y asociación entre los principales términos, relacionándolos con el concepto de ética. Se concluye que las técnicas de proyección de mercado diferenciadas en tres dimensiones, acentúan deliberadamente elementos de contradicción entre lo humano-social y lo económico, lo que para este estudio se identifica como "un problema de ética"; es decir, la dinámica organizacional se proyecta en los contextos de "mercado", "marketing" o "mercadotecnia", definiéndose en cada uno de ellos, ciertos indicadores que se comportan como objetivos ocultos de manipulación y hasta perversión social, que dan cuenta de un marcado condicionamiento de la adquisición de un bien o de la demanda de un servicio, manteniendo secuestrados los elementos éticos necesarios para un plan de reconstrucción social que reclaman los grandes problemas Latinoamericanos.AbstractThe current model of world economic development is characterized among so many aspects, for the form like the companies plan her participation in the market. This process is completed by means of operative tools that are guided toward purposes in which it does not count the preservation of values and of principles of social, moral character or religious. This way, one presumes that these induction activities to the purchase that you/they promote the companies, enter in contradiction with the ethics proposals, as starting point in the socio-economic reconstruction that claims the Latin American environment. Presently study three basic dimensions differ in those that a company can work to be positioned in a wanted market, almost perverting "necessarily" the specific categories of the ethics and the social revaluation. The logic requires in the first place, a bibliog.-documental work of identification of terms that you/they differentiate these three dimensions; in second place, he/she settles down a level of descriptive-explanatory knowledge that drives to the analysis, interpretation and association among the main terms related with the ethics concept, generating bigger level of theoretical discussion in which you confirms initial suppositions and bigger inference is generated. You concludes among some arguments that the techniques of market projection differed in three dimensions, accentuate contradiction elements deliberately between the human-social thing and the economic thing, what is identified for this study as "an ethics problem"; that is to say, the companies are projected in a context of "market", "marketing" or "technicalmarket", being defined in each one of them, certain indicators that behave as hidden objectives of manipulation and until social perversion that you/they give bill of the condition of the purchase, maintaining kidnapped the necessary ethical elements for a plan of social reconstruction that you/they claim the big social problems of our environment.

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