Los paradigmas del marketing en la actualidad

David Francisco Bustos Usta, Jorge Andrés Martínez Rodríguez, Omar Fabián Pantaleón Allán, Laura Soto Cristiano and Jaime Stiven Vélez Merchán

Econógrafos, Escuela de Economía from Universidad Nacional de Colombia, FCE, CID

Abstract: Due to the technology evolution in the last 30 years, it becomes necessary for marketing to expand its horizons and redefine the role that it plays on strategic issues. As the market changes, the way it is addressed and analyzed must also change. According to the previous statement, the new marketing paradigms must be redefined based on the trends of an increasingly interconnected market.

Keywords: marketing; paradigm; strategic orientation; technology; internet (search for similar items in EconPapers)
JEL-codes: M31 O33 (search for similar items in EconPapers)
Pages: 14
Date: 2017-12
References: Add references at CitEc
Citations:

Downloads: (external link)
https://fce.unal.edu.co/media/files/CentroEditoria ... nografos-EACP-24.pdf

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:col:000176:022694

Access Statistics for this paper

More papers in Econógrafos, Escuela de Economía from Universidad Nacional de Colombia, FCE, CID Contact information at EDIRC.
Bibliographic data for series maintained by Facultad de Ciencias Económicas Unal ().