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Los paradigmas del marketing en la actualidad

Author

Listed:
  • David Francisco Bustos Usta
  • Jorge Andrés Martínez Rodríguez
  • Omar Fabián Pantaleón Allán
  • Laura Soto Cristiano
  • Jaime Stiven Vélez Merchán

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.

Suggested Citation

  • David Francisco Bustos Usta & Jorge Andrés Martínez Rodríguez & Omar Fabián Pantaleón Allán & Laura Soto Cristiano & Jaime Stiven Vélez Merchán, 2017. "Los paradigmas del marketing en la actualidad," Econógrafos, Escuela de Economía 022694, Universidad Nacional de Colombia, FCE, CID.
    • Handle: RePEc:col:000176:022694
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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