M -MARKETING Y EL MARKETING TRADICIONAL: UN ENSAYO
DOI:
https://doi.org/10.24883/IberoamericanIC.v6i4.191Keywords:
Marketing, Marketing Móvil, M-marketingAbstract
Este artículo es una exposición descriptiva y crítica del sistema de comercialización con las peculiaridades inherentes al marco del marketing móvil. El documento es un ensayo y consiste en un marco teórico y un análisis conceptual crítico de la temática estudiada. Por último, el M-marketing es un reto, ya que implica la gestión de algunas tecnologías y competencias de marketing. A pesar de la aparición de nuevas tecnologías móviles, realidad aumentada y de la creación de empresas, no hubo una reducción en la función de marketing en las organizaciones. En la práctica, se observa que el mercado de móviles en su singularidad pone de manifiesto la innegable importancia de las actividades de marketing, además de hacer contemporáneo el antiguo concepto de la mejora continua (kaizen), ahora en forma digital.
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