el marketing actual: ajeno y distante de la mujer y de su importancia como agente dentro del proceso de compra (present marketing is alien and distant to women and their weight as an agent in the purchasing process)
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2012
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Abstract
Las diferencias en la manera de ser, sentir y pensarentre un hombre y una mujer son lo suficientemente profundascomo para implementar un marketing diferenciadopor género. La mujer es clave dentro del proceso dedecisión de compra. A diferencia de los hombres, ellascompran en espiral, y crean redes sociales que implicanrepensar la comunicación hacia ellas. Todas las investigacionesdemuestran, en distintas áreas del conocimiento,que mujeres y hombres actuamos de forma diferenteante los estímulos de marketing. De acuerdo con esto, laestrategia creativa de las campañas promocionales deberátener en cuenta este aspecto en su comunicación, conel fin de proyectar detalles, cercanía, calidez, inclusióny precisión.
ABSTRACT
Differences in behavior, feelings and thinking betweenmen and women are deep enough as to demanddifferentiated marketing for each gender. Women are keyin the purchase decision process. As opposed to men,“they purchase in a spiral path, and create social networksthat require rethinking communication aimed at them”(Barletta, 2004, p. 20; Richman, 2008). All researchfrom different knowledge areas show that women andmen behave differently to marketing stimuli. Accordingly,creative strategy for promotional campaigns shouldconsider this by projecting details, closeness, warmth, inclusion,precision.
| Reference Key |
vergara2012tecel
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| Authors | ;Silvia Ferrada Vergara;Víctor Manuel Rolando Valencia Pozo |
| Journal | Nanoscale |
| Year | 2012 |
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