Carlos Garcia

The consumption society, understood as that one which is structured social, economic and even politically around the market and the exchange of goods and services for money is, without any doubt, a field of interest to think deeply about its configuration and management. Marketing, understood as that business function responsible for managing the meeting of the firm´s catalogue with the needs of the market, is the focus of this paper. In it there is a reflection on key concepts such as necessity, ethical or welfare and wellbeing. In this sense, it’s crucial to understand the importance and the role of Marketing in society providing also a reflection on its ethical component.

© 2016 Fonseca-García, Coleman-Derr, Garrido, Visel, Tringe and Partida-Martínez.Cactaceae represents one of the most species-rich families of succulent plants native to arid and semi-arid ecosystems, yet the associations Cacti establish with microorganisms and the rules governing microbial community assembly remain poorly understood. We analyzed the composition, diversity, and factors influencing above- and below-ground bacterial, archaeal, and fungal communities associated with two native and sympatric Cacti species: Myrtillocactus geometrizans and Opuntia robusta. Phylogenetic profiling showed that the composition and assembly of microbial communities associated with Cacti were primarily influenced by the plant compartment; plant species, site, and season played only a minor role. Remarkably, bacterial, and archaeal diversity was higher in the phyllosphere than in the rhizosphere of Cacti, while the opposite was true for fungi. Semi-arid soils exhibited the highest levels of microbial diversity whereas the stem endosphere the lowest. Despite their taxonomic distance, M. geometrizans and O. robusta shared most microbial taxa in all analyzed compartments. Influence of the plant host did only play a larger role in the fungal communities of the stem endosphere. These results suggest that fungi establish specific interactions with their host plant inside the stem, whereas microbial communities in the other plant compartments may play similar functional roles in these two species. Biochemical and molecular characterization of seed-borne bacteria of Cacti supports the idea that these microbial symbionts may be vertically inherited and could promote plant growth and drought tolerance for the fitness of the Cacti holobiont. We envision this knowledge will help improve and sustain agriculture in arid and semi-arid regions of the world.