Caracterización de la línea de investigación en Mercadeo - Centro de Gestión de Mercados, Logística y TI

Abstract

The present study seeks to develop the characterization of the line of research in marketing Holistic Marketing as Value Generation for the Business Sector in Globalized Markets for the Marketing, Logistics and IT Center of SENA. For the construction of the line, four interdisciplinary workshops were conducted with representatives of the Marketing Sector Chair and professors  specialists in their áreas from the Instruction Center. This strategy was designed in order to guarantee that the line of research in marketing is aligned with the new advances in the discipline, as well as with the requirements and needs of the industry. Through a theme-oriented literature review, the line of research is built, delimited and structured in the relevant research areas.  This process resulted in the elaboration of four intermediate research lines in marketing:  Communication and Consumer, International Negotiations, Strategic and Commercial Marketing and New Value Generating Technologies. For each intermediate research line, several specific research areas were defined in order to articulate, in a coherent manner, the research objectives of the Center. The study contributes to the identification of new work and specialization areas in Marketing and in its adequate delimitation from related disciplines.