Examinando por Materia "PILARES DE MERCADEO"
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Publicación Acceso abierto Los diez pilares del mercadeo: cuando las cuatro P se quedan cortas(2014-05-13) Arango-Muñoz, D. G. (Diego German)Marketing is an intellectual exercise that allows the directors of all type of organizations to interpret the necessities and expectations of its clients to design attractive enough products for them to like, to feel excited, to buy and repurchase, as well as to recommend to their friends and speak well of them in their social, academic, familiar and business meetings. Traditionally it has been spoken about the 4P´s in marketing: Price, Place, Promotion and Product (or Service), but it seems that it is not enough. Several additional pillars to the 4P are included in this article, and they need to be considered when developing a marketing strategy that fits the present worldwide context. Such pillars are: Necessities of the Consumer, Segmentation, Positioning, Marketing Mix, Marketing Actors, People Involved in the Purchase, Purchase Decision Tree, Marketing Information System, Marketing Planning, and Platform for Change.