Marketing
Marketing (mercadotecnia in Spanish) is the discipline that studies the market and designs the offer, price, distribution and communication in order to create value for customers and for the organisation
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
Spanish has a native word, “mercadotecnia”, recognised by the Real Academia Española, but in Spain the anglicism “marketing” is far more common, while “mercadotecnia” is more widespread in Mexico and other Latin American countries. Marketing is not just advertising or sales: it includes researching needs, segmenting, positioning a brand and managing customer relationships over time.
The classic decision framework is the marketing mix or 4 Ps (product, price, place and promotion), later extended with further elements for services. From there, branches such as strategic, operational and digital marketing developed.
Also known as
Mercadotecnia
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