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Principios De Posicionamiento Y Transmisión De Las Marcas En La Era Digital: Un Nuevo Top Of Mind

Author

Listed:
  • Santiago Roldán Zuluaga

Abstract

El presente artículo aborda la evolución del posicionamiento de las marcas y cómo estas se establecen en la mente del consumidor a partir del esfuerzo del aprendizaje conductivo. Así mismo reflexiona acerca de las estrategias de divulgación de una marca en el mundo digital y cómo se da en distintos estados el posicionamiento, expresados en una matriz comparativa de distintas formas de interacción del marketing en relación con el consumidor.

Suggested Citation

  • Santiago Roldán Zuluaga, 2011. "Principios De Posicionamiento Y Transmisión De Las Marcas En La Era Digital: Un Nuevo Top Of Mind," Revista de Economía y Administración, Universidad Autónoma de Occidente, July.
    • Handle: RePEc:col:000156:009842
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