Repensando la dimensión informacional de la mercadotecnia

Carlos Luis González-Valiente, Josmel Pacheco-Mendoza

Resumen


En este artículo se aborda la dimensión informacional de la mercadotecnia desde una perspectiva técnica, teórica y comportamental. También se profundiza en las relaciones entre la mercadotecnia y la Bibliotecología y la Ciencia de la Información (BCI). Es un estudio exploratorio-descriptivo, cuyos abordajes cualitativos se realizan mediante el análisis documental clásico. Desde la perspectiva técnica se aborda la presencia de la información en todos los procesos de gestión mercadotécnica, desde la investigación de mercados hasta la confección final del plan de mercadotecnia. Desde la perspectiva teórica se hace alusión a los marcos para el procesamiento de la información de mercado, la influencia de la teoría del valor de la información y la aplicación de técnicas provenientes de disímiles áreas de estudio para analizar la información. Desde la perspectiva comportamental se exponen evidencias empíricas de comportamiento humano informacional de los gestores de mercadotecnia y otros actores, a partir de las aristas cognitiva y social. Relativo a las relaciones disciplinares, se percibe que la mercadotecnia y la BCI comparten teorías asociadas al comportamiento informacional, la gestión de información y el análisis y diseño de sistemas. El enfoque de la mercadotecnia es más notable en los estudios de BCI que en enfoques de BCI sobre estudios de mercadeo, considerando la literatura analizada. La información, como nexo entre ambas disciplinas, abre un camino para profundizar en nuevos escenarios investigativos, académicos y prácticos.

Palabras clave


Bibliotecología; Ciencia de la Información; Gestión de información; Información de mercado; Mercadotecnia, Mercadotecnia de la información; Procesos organizacionales

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Referencias


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DOI: https://doi.org/10.5195/biblios.2017.287

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