The aim of this study, exploratory and qualitative, is to reveal and understand the perspective of Marketing professors regarding the meanings of the subject they teach.The study uses individual in-depth interviews and the grounded theory and concludes that Marketing professors have a great concerns involving correction of misunderstandings of Marketing purpose and conception is noted involving ethics, wideness, credibility, and superficiality of the discipline, as well as the existence of underlying objective concepts in contraposition to subjectivity or relativity associated to its practice; to be up-to-dated and to balance concepts and examples. Teaching tools are used but with some caution and as a form of avoidance that the professor be seen as a story teller without theoretical consistency.