{"id":819,"date":"2014-08-19T11:17:59","date_gmt":"2014-08-19T14:17:59","guid":{"rendered":"http:\/\/mulki.com.ar\/iadmin\/?p=819"},"modified":"2014-09-17T22:14:13","modified_gmt":"2014-09-17T22:14:13","slug":"para-atraer-a-los-mejores-hay-que-ofrecer-un-sueno","status":"publish","type":"post","link":"https:\/\/face.unt.edu.ar\/web\/iadmin\/para-atraer-a-los-mejores-hay-que-ofrecer-un-sueno\/","title":{"rendered":"Para atraer a los mejores hay que ofrecer un sue\u00f1o"},"content":{"rendered":"

Opini\u00f3n<\/span><\/h3>\n

en:\u00a0http:\/\/www.lanacion.com.ar\/1583128-para-atraer-a-los-mejores-hay-que-ofrecer-un-sueno<\/a><\/p>\n

Para\u00a0<\/span>atraer<\/span>\u00a0a los\u00a0<\/span>mejores<\/span>\u00a0hay\u00a0<\/span>que<\/span>\u00a0<\/span>ofrecer<\/span>\u00a0un\u00a0<\/span>sue\u00f1o<\/span><\/span><\/p>\n

Por\u00a0Eduardo Braun<\/b><\/a>\u00a0\u00a0|<\/span>\u00a0Para\u00a0LA\u00a0NACION<\/span><\/span><\/p>\n

\u00a0Philip\u00a0Kotler,\u00a0Bernd\u00a0Schmitt, Russell Stevens, Cristina\u00a0Quinones, Adriana\u00a0Noriega\u00a0y Joseph Pine -los\u00a0m\u00e1sgrandes\u00a0expertos\u00a0de marketing del\u00a0mundo- se\u00a0reunieron\u00a0en\u00a0Bogot\u00e1\u00a0en la\u00a0Expomarketing\u00a02013,\u00a0donde\u00a0dejarongrandes\u00a0conclusiones.<\/p>\n

En primer\u00a0lugar, los\u00a0expertos\u00a0afirman\u00a0que\u00a0est\u00e1n\u00a0explotando\u00a0los\u00a0nuevos\u00a0canales\u00a0para\u00a0comunicarse\u00a0con elconsumidor:\u00a0por\u00a0un\u00a0lado\u00a0est\u00e1n\u00a0Internet y los\u00a0medios\u00a0digitales, en particular a\u00a0trav\u00e9s\u00a0de los\u00a0tel\u00e9fonos\u00a0m\u00f3viles, ypor\u00a0el\u00a0otro,\u00a0las\u00a0redes\u00a0sociales,\u00a0que\u00a0revolucionan\u00a0la\u00a0comunicaci\u00f3n\u00a0al\u00a0pasar\u00a0de\u00a0enviar\u00a0un\u00a0mensaje\u00a0al\u00a0consumidora\u00a0establecer\u00a0una\u00a0verdadera\u00a0conversaci\u00f3n\u00a0con\u00a0\u00e9l.<\/p>\n

En\u00a0definitiva, el\u00a0proceso\u00a0tradicional\u00a0de\u00a0compra\u00a0que\u00a0tomaba\u00a0como\u00a0base el marketing\u00a0ya\u00a0no\u00a0es\u00a0v\u00e1lido. Antes seconsideraba\u00a0que\u00a0hab\u00eda\u00a0un\u00a0proceso\u00a0lineal\u00a0que\u00a0empezaba\u00a0con el\u00a0deseo\u00a0o la\u00a0necesidad\u00a0del\u00a0consumidor,\u00a0luego\u00e9ste\u00a0analizaba\u00a0alternativas, se\u00a0decid\u00eda\u00a0y\u00a0realizaba\u00a0la\u00a0compra.\u00a0Ahora,\u00a0las\u00a0conversaciones\u00a0permanentes\u00a0a\u00a0trav\u00e9sde los\u00a0medios\u00a0digitales\u00a0hacen\u00a0que\u00a0ese\u00a0proceso\u00a0sea\u00a0ca\u00f3tico,\u00a0ya\u00a0que\u00a0se\u00a0est\u00e1\u00a0permanentemente\u00a0escuchando\u00a0asus\u00a0contactos\u00a0hablar\u00a0de los\u00a0productos\u00a0o a\u00a0las\u00a0marcas\u00a0hacer\u00a0propuestas.<\/p>\n

En\u00a0segundo\u00a0lugar\u00a0hay un\u00a0cambio\u00a0en el\u00a0contenido\u00a0y\u00a0concepto\u00a0del\u00a0mensaje: en los\u00a0\u00faltimos\u00a0a\u00f1os\u00a0se\u00a0pas\u00f3\u00a0del marketing de la\u00a0satisfacci\u00f3n\u00a0al marketing de la\u00a0experiencia, y\u00a0m\u00e1s\u00a0a\u00fan, al marketing de la\u00a0felicidad.<\/p>\n

Schmitt\u00a0utiliza\u00a0los\u00a0conceptos\u00a0de\u00a0psicolog\u00eda\u00a0positiva\u00a0para\u00a0afirmar\u00a0que\u00a0la\u00a0felicidad\u00a0se\u00a0alimenta\u00a0de\u00a0tres\u00a0fuentes: el placer, el\u00a0sentido\u00a0y el\u00a0compromiso.\u00a0Todo\u00a0lo\u00a0que\u00a0hagamos\u00a0desde\u00a0nuestra\u00a0compa\u00f1\u00eda\u00a0para\u00a0colaborar\u00a0concualquiera\u00a0de\u00a0estos\u00a0aspectos\u00a0del\u00a0consumidor\u00a0habr\u00e1\u00a0logrado\u00a0afianzar\u00a0la\u00a0relaci\u00f3n\u00a0con\u00a0\u00e9l.<\/p>\n

Kotler, en\u00a0su\u00a0Marketing 3.0, se\u00a0enfoca\u00a0m\u00e1s\u00a0en la\u00a0propuesta\u00a0de valor\u00a0m\u00e1s\u00a0trascendente\u00a0de la\u00a0marca.\u00a0Es\u00a0que\u00a0laoferta\u00a0de\u00a0producto<\/p>\n

servicio\u00a0debe\u00a0contribuir\u00a0al\u00a0bienestar\u00a0del\u00a0cliente\u00a0o la\u00a0b\u00fasqueda\u00a0de\u00a0sentido\u00a0que\u00a0todos\u00a0tenemos.\u00a0S\u00ed,\u00a0es\u00a0en\u00a0esecontexto\u00a0que\u00a0una\u00a0marca\u00a0puede\u00a0contribuir\u00a0a\u00a0cuidar\u00a0el\u00a0planeta,\u00a0representar\u00a0un\u00a0determinado\u00a0proyecto\u00a0social opromover\u00a0un valor\u00a0ciudadano. Se dice\u00a0que\u00a0m\u00e1s\u00a0que\u00a0una\u00a0marca\u00a0es\u00a0una\u00a0posici\u00f3n, y\u00a0que\u00a0implica\u00a0ser\u00a0consistente\u00a0ycoherente\u00a0como\u00a0empresa.<\/p>\n

Las\u00a0empresas\u00a0m\u00e1s\u00a0exitosas\u00a0de la\u00a0\u00faltima\u00a0d\u00e9cada\u00a0tienen\u00a0una\u00a0propuesta\u00a0de valor\u00a0para\u00a0sus\u00a0empleados\u00a0quetrasciende\u00a0un\u00a0buen\u00a0trabajo.\u00a0Proponen\u00a0contribuir\u00a0a un\u00a0mundo\u00a0mejor\u00a0de\u00a0alguna\u00a0manera, sea con un\u00a0servicioexcepcional\u00a0como\u00a0Zappos.com, el\u00a0famoso\u00a0portal de\u00a0ropa\u00a0y\u00a0zapatos; sea con un\u00a0producto\u00a0que\u00a0trasciende\u00a0lamera\u00a0funcionalidad,\u00a0como\u00a0la Apple de Steve Jobs.<\/p>\n

Las\u00a0compa\u00f1\u00edas\u00a0deben\u00a0tener\u00a0una\u00a0visi\u00f3n\u00a0cautivante, un\u00a0sue\u00f1o\u00a0para\u00a0alcanzar. Y\u00a0para\u00a0poder\u00a0captar\u00a0al\u00a0mejor\u00a0talentodel\u00a0mercado,\u00a0las\u00a0empresas\u00a0deben\u00a0tener\u00a0valores\u00a0genuinos\u00a0y\u00a0atractivos,\u00a0tratar\u00a0a los\u00a0empleados\u00a0como\u00a0personas con\u00a0aspiraciones\u00a0y\u00a0contribuir\u00a0al\u00a0desarrollo\u00a0de\u00a0cada\u00a0uno\u00a0de\u00a0esos\u00a0empleados.\u00a0Porque\u00a0cada\u00a0vez\u00a0m\u00e1s,\u00a0lasgeneraciones\u00a0j\u00f3venes\u00a0esperan\u00a0que\u00a0las\u00a0empresas\u00a0sean\u00a0organizaciones\u00a0no\u00a0solamente\u00a0para\u00a0crear\u00a0valorecon\u00f3mico\u00a0y\u00a0ganar\u00a0dinero,\u00a0sino\u00a0para\u00a0contribuir\u00a0a\u00a0cambiar\u00a0positivamente\u00a0el\u00a0mundo.<\/p>\n

Esa\u00a0visi\u00f3n\u00a0y\u00a0esos\u00a0valores\u00a0que\u00a0responden a\u00a0una\u00a0identidad de\u00a0empresa, y\u00a0que\u00a0conforman la llamada cultura organizacional, requieren de much\u00edsima coherencia y consistencia.<\/p>\n","protected":false},"excerpt":{"rendered":"

Opini\u00f3n en:\u00a0http:\/\/www.lanacion.com.ar\/1583128-para-atraer-a-los-mejores-hay-que-ofrecer-un-sueno Para\u00a0atraer\u00a0a los\u00a0mejores\u00a0hay\u00a0que\u00a0ofrecer\u00a0un\u00a0sue\u00f1o Por\u00a0Eduardo Braun\u00a0\u00a0|\u00a0Para\u00a0LA\u00a0NACION \u00a0Philip\u00a0Kotler,\u00a0Bernd\u00a0Schmitt, Russell Stevens, Cristina\u00a0Quinones, Adriana\u00a0Noriega\u00a0y Joseph Pine -los\u00a0m\u00e1sgrandes\u00a0expertos\u00a0de marketing del\u00a0mundo- se\u00a0reunieron\u00a0en\u00a0Bogot\u00e1\u00a0en la\u00a0Expomarketing\u00a02013,\u00a0donde\u00a0dejarongrandes\u00a0conclusiones. En primer\u00a0lugar, los\u00a0expertos\u00a0afirman\u00a0que\u00a0est\u00e1n\u00a0explotando\u00a0los\u00a0nuevos\u00a0canales\u00a0para\u00a0comunicarse\u00a0con elconsumidor:\u00a0por\u00a0un\u00a0lado\u00a0est\u00e1n\u00a0Internet y los\u00a0medios\u00a0digitales, en particular a\u00a0trav\u00e9s\u00a0de los\u00a0tel\u00e9fonos\u00a0m\u00f3viles, ypor\u00a0el\u00a0otro,\u00a0las\u00a0redes\u00a0sociales,\u00a0que\u00a0revolucionan\u00a0la\u00a0comunicaci\u00f3n\u00a0al\u00a0pasar\u00a0de\u00a0enviar\u00a0un\u00a0mensaje\u00a0al\u00a0consumidora\u00a0establecer\u00a0una\u00a0verdadera\u00a0conversaci\u00f3n\u00a0con\u00a0\u00e9l. En\u00a0definitiva, el\u00a0proceso\u00a0tradicional\u00a0de\u00a0compra\u00a0que\u00a0tomaba\u00a0como\u00a0base el marketing\u00a0ya\u00a0no\u00a0es\u00a0v\u00e1lido. Antes seconsideraba\u00a0que\u00a0hab\u00eda\u00a0un\u00a0proceso\u00a0lineal\u00a0que\u00a0empezaba\u00a0con el\u00a0deseo\u00a0o la\u00a0necesidad\u00a0del\u00a0consumidor,\u00a0luego\u00e9ste\u00a0analizaba\u00a0alternativas, se\u00a0decid\u00eda\u00a0y\u00a0realizaba\u00a0la\u00a0compra.\u00a0Ahora,\u00a0las\u00a0conversaciones\u00a0permanentes\u00a0a\u00a0trav\u00e9sde los\u00a0medios\u00a0digitales\u00a0hacen\u00a0que\u00a0ese\u00a0proceso\u00a0sea\u00a0ca\u00f3tico,\u00a0ya\u00a0que\u00a0se\u00a0est\u00e1\u00a0permanentemente\u00a0escuchando\u00a0asus\u00a0contactos\u00a0hablar\u00a0de los\u00a0productos\u00a0o a\u00a0las\u00a0marcas\u00a0hacer\u00a0propuestas. En\u00a0segundo\u00a0lugar\u00a0hay un\u00a0cambio\u00a0en el\u00a0contenido\u00a0y\u00a0concepto\u00a0del\u00a0mensaje: en los\u00a0\u00faltimos\u00a0a\u00f1os\u00a0se\u00a0pas\u00f3\u00a0del marketing de la\u00a0satisfacci\u00f3n\u00a0al marketing de la\u00a0experiencia, y\u00a0m\u00e1s\u00a0a\u00fan, al marketing […]<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17,12],"tags":[],"_links":{"self":[{"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/posts\/819"}],"collection":[{"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/comments?post=819"}],"version-history":[{"count":3,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/posts\/819\/revisions"}],"predecessor-version":[{"id":1398,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/posts\/819\/revisions\/1398"}],"wp:attachment":[{"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/media?parent=819"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/categories?post=819"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/tags?post=819"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}