 In the Latin American case, globalization is not a perceptible fact, instead an imagined concept, that is to say, it constitutes a paradigm in Latin American society that governs the relations between different individuals (there is a notion that it “exists,” but in reality it is the product of a series of values that Latin American society has imposed upon itself to resemble the first world).The previous can be seen reflected in the critique of marketing studies that only counts the economic figures of Latin America’s entry into world trade, but do not take into account the symbolic-social change that this generates, in his book "La globalización imaginada" (The Imagined Globalization), chapter ‘Mercado e Interculturalidad