{"id":6297,"date":"2021-11-11T18:00:00","date_gmt":"2021-11-12T00:00:00","guid":{"rendered":"https:\/\/coparmexjal.org.mx\/entorno-empresarial\/?p=6297"},"modified":"2021-11-11T16:09:08","modified_gmt":"2021-11-11T22:09:08","slug":"marketing-5-0-tecnologia-para-la-humanidad","status":"publish","type":"post","link":"https:\/\/coparmexjal.org.mx\/entorno-empresarial\/marketing-5-0-tecnologia-para-la-humanidad\/","title":{"rendered":"Marketing 5.0: Tecnolog\u00eda para la humanidad"},"content":{"rendered":"\n<p>LID Editorial Mexicana publica <em>Marketing 5.0<\/em>. <em>Tecnolog\u00eda para la humanidad,<\/em> el nuevo libro del reconocido gur\u00fa del marketing Philip Kotler y los coautores de la serie <em>Marketing X.0,<\/em> Hermawan Kartajaya e Iwan Setiawan, en el que se presentan las tendencias actuales y futuras del marketing global. Esta edici\u00f3n contiene los casos de \u00e9xito de nueve empresas que operan en nuestro pa\u00eds: Comex, Crayola, Grupo Modelo, INTERprotecci\u00f3n, KFC\u00ae, Mary Kay, Museo del Caos, Sam\u00b4s Club y Volkswagen.<\/p>\n\n\n\n<p>A trav\u00e9s de los a\u00f1os hemos visto la evoluci\u00f3n desde el marketing orientado al producto (1.0), al cliente (2.0), el centrado en el ser humano (3.0) y el salto hacia lo digital (4.0), en el que se diferenciaba el \u00abmarketing digital\u00bb del \u00abmarketing en el mundo digital\u00bb. Ahora, los autores plantean la llegada del marketing 5.0 que combina los elementos de la centralidad humana con el impulso tecnol\u00f3gico.<\/p>\n\n\n\n<p>En <em>Marketing 5.0. Tecnolog\u00eda para la humanidad<\/em> se identifica la creciente tendencia a alinear la tecnolog\u00eda con las capacidades humanas para lograr resultados exponenciales en el momento de aplicar las estrategias de marketing. Y no solo eso, su propuesta est\u00e1 inspirada en el concepto \u00abociedad 5.0\u00bb, una iniciativa de alto nivel en Jap\u00f3n que contiene una hoja de ruta para crear una sociedad sostenible apoyada en tecnolog\u00edas inteligentes, bajo el principio de que la tecnolog\u00eda debe utilizarse para el bien de la humanidad.<\/p>\n\n\n\n<p>El pr\u00f3logo de la edici\u00f3n mexicana de este t\u00edtulo, a cargo de AB-InBev Grupo Modelo, se\u00f1ala que por la pandemia de la COVID-19 muchas empresas se vieron en la necesidad de establecer un plan de contingencia para sobrevivir. El distanciamiento social oblig\u00f3 a acelerar la digitalizaci\u00f3n, adem\u00e1s de que los cierres y las restricciones de movilidad hicieron que los usuarios dependieran cada vez m\u00e1s de internet. Y es precisamente \u00aben este contexto donde es oportuno el libro Y es precisamente en este contexto donde es oportuno el libro de Kotler, ya que re\u00fane las principales tendencias a las que se enfrentan los profesionales de la mercadotecnia en la actualidad.<\/p>\n\n\n\n<p>Entre los temas fundamentales del marketing 5.0 est\u00e1 lo que se conoce como <em>next tech,<\/em> un grupo de tecnolog\u00edas que se pueden ver materializadas en la inteligencia artificial (IA), el procesamiento del lenguaje natural (PLN), la tecnolog\u00eda de sensores, el internet de las cosas (IoT), la realidad aumentada (RA), la realidad virtual (RV) y el <em><u>blockchain<\/u><\/em>.<\/p>\n\n\n\n<p>El libro explora el marketing 5.0 desde una perspectiva estrat\u00e9gica de alto nivel, revisando el <em>know-how<\/em> en tecnolog\u00eda de marketing sin convertirse en un manual t\u00e9cnico. Su principio es que la tecnolog\u00eda debe seguir a la estrategia y no al rev\u00e9s, enfatizando que a pesar de los debates que se han dado al respecto, \u00abes importante que la humanidad siga siendo el foco central del marketing 5.0, ya que los profesionales del marketing deben servirse de lo tecnol\u00f3gico para crear, comunicar, ofrecer y mejorar el valor en todo el recorrido del cliente\u00bb.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>LID Editorial Mexicana publica Marketing 5.0. Tecnolog\u00eda para la humanidad, el nuevo libro del reconocido gur\u00fa del marketing Philip Kotler y los coautores de la serie Marketing X.0, Hermawan Kartajaya e Iwan Setiawan, en el que se presentan las tendencias actuales y futuras del marketing global.<\/p>\n","protected":false},"author":8,"featured_media":6298,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[159],"tags":[901,173,1118,1120,424,423,372,1117,498,1119,1116],"class_list":["post-6297","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-letras","tag-blockchain","tag-empresas","tag-inteligencia-artificial","tag-internet-de-las-cosas","tag-lectura","tag-lid-editorial","tag-marketing","tag-next-tech","tag-philip-kotler","tag-pnl","tag-tecnologia-para-la-humanidad"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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