Biblioteca Digital de VanguardiaStrategic Management, Branding and its Influence on Marketing: A Pending Subject?
Strategically managing marketing decisions corresponds to one of the most important topics in the organizational aspect together with branding and the link with customers, however, the integration of these concepts is required. Thus, an analysis of the coverage provided by the academic literature on...
| Autores principales: | , |
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| Formato: | Revistas |
| Lenguaje: | Español |
| Publicado: |
EFIM Ediciones
2021
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| Acceso en línea: | http://www.revistaanfibios.org/ojs/index.php/afb/article/view/95 |
| _version_ | 1782333995761008640 |
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| author | Figueroa-Casillas, Sara J. Rosario-Ruiz, María D. |
| author_facet | Figueroa-Casillas, Sara J. Rosario-Ruiz, María D. |
| author_sort | Figueroa-Casillas, Sara J. |
| collection | Revista |
| description | Strategically managing marketing decisions corresponds to one of the most important topics in the organizational aspect together with branding and the link with customers, however, the integration of these concepts is required. Thus, an analysis of the coverage provided by the academic literature on the aforementioned topics is proposed in order to promote a content analysis, where the importance of being more integrative in these aspects is highlighted. For these purposes, an analysis of the literature linking these topics is proposed, having as a finding that in practice they are discussed, analyzed and worked in the field with the business areas, with the purpose of shaping practical and clear tools to consolidate the strategic and marketing section in the organizations. |
| format | Revistas |
| id | anfibios-article-95 |
| institution | Revista científica Anfibios |
| language | Español |
| publishDate | 2021 |
| publisher | EFIM Ediciones |
| record_format | ojs |
| spelling | anfibios-article-952022-01-11T07:30:59Z Strategic Management, Branding and its Influence on Marketing: A Pending Subject? La Gestión Estratégica, el Branding y su Influencia en el Marketing: ¿una asignatura pendiente? Figueroa-Casillas, Sara J. Rosario-Ruiz, María D. Strategically managing marketing decisions corresponds to one of the most important topics in the organizational aspect together with branding and the link with customers, however, the integration of these concepts is required. Thus, an analysis of the coverage provided by the academic literature on the aforementioned topics is proposed in order to promote a content analysis, where the importance of being more integrative in these aspects is highlighted. For these purposes, an analysis of the literature linking these topics is proposed, having as a finding that in practice they are discussed, analyzed and worked in the field with the business areas, with the purpose of shaping practical and clear tools to consolidate the strategic and marketing section in the organizations. Gestionar estratégicamente las decisiones de marketing corresponde a uno de los temas más importantes en el aspecto organizacional junto con el branding y el vínculo con los clientes. Sin embargo, el tratamiento individual de cada uno requiere concertar una integración de estos conceptos. Es así que se plantea un análisis de la cobertura que la literatura académica proporciona a las temáticas anteriormente mencionadas para propiciar una investigación de contenido, en donde se resalte lo importante de profundizar hacia un enfoque más integrador en estos aspectos. Para estos fines se propone un estudio reflexivo que vincule estas temáticas teniendo por hallazgo que en la práctica los académicos discutan, analicen y trabajen en campo con las áreas de negocio, esto con la finalidad de plasmar herramientas prácticas y claras para consolidar el apartado estratégico y de marketing en las organizaciones. EFIM Ediciones 2021-11-10 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf text/html http://www.revistaanfibios.org/ojs/index.php/afb/article/view/95 10.37979/afb.2021v4n2.95 Anfibios; Vol 4 No 2 (2021): July - December 2021; 55-63 Anfibios; v. 4 n. 2 (2021): Julio - Diciembre 2021; 55-63 Revista científica anfibios; Vol. 4 Núm. 2 (2021): Julio - Diciembre 2021; 55-63 2711-0532 2665-1513 spa http://www.revistaanfibios.org/ojs/index.php/afb/article/view/95/111 http://www.revistaanfibios.org/ojs/index.php/afb/article/view/95/120 Derechos de autor 2021 Revista científica anfibios |
| spellingShingle | Figueroa-Casillas, Sara J. Rosario-Ruiz, María D. Strategic Management, Branding and its Influence on Marketing: A Pending Subject? |
| title | Strategic Management, Branding and its Influence on Marketing: A Pending Subject? |
| title_full | Strategic Management, Branding and its Influence on Marketing: A Pending Subject? |
| title_fullStr | Strategic Management, Branding and its Influence on Marketing: A Pending Subject? |
| title_full_unstemmed | Strategic Management, Branding and its Influence on Marketing: A Pending Subject? |
| title_short | Strategic Management, Branding and its Influence on Marketing: A Pending Subject? |
| title_sort | strategic management, branding and its influence on marketing: a pending subject? |
| url | http://www.revistaanfibios.org/ojs/index.php/afb/article/view/95 |