New Marketing Trends in Economic and Administrative Sciences

Nuevas Tendencias del Marketing en las Ciencias Económicas y Administrativas

The current business world is a scenario that moves stunningly fast, driven by the new trends derived from technological advances, globalization and new socio-political movements which set out the pathways and patterns for the economic and administrative development of contemporary organizations. Marketing (referred to as Mercadeo, Mercadotecnia or Mercadología in Spanish), is understood as the study of the needs and satisfaction of a market in terms of products and services, and does not lie isolated of such changes and generation of trends. Therefore, a reflection and deep analysis should be developed, on what the most important new marketing trends would be and which scientific productions and future research lines should be initiated.

Based on this reflection, a number of current trends and new disciplines that have derived from the influence of Marketing such as endomarketing, sensory marketing, experiential marketing, citymarketing and big data, among others,could be identified in society and within the different areas of a company. However, it would be interesting to deepen on the impact on future local and global scenarios within the business and organizational sphere, of three new trends that have been highlighted: digital marketing, neuromarketing and personal branding.

The selection criteria of these three lines over the others presented, focuses on their different implications and impact on the business actors and the organizational field.

On the one hand, digital marketing impacts company strategies directly in terms of product and service positioning, promotion and distribution channels, sales strategies and customer relations, among others. Therefore, it can be said that it is a new marketing trend (although in some more advanced markets it takes a certain amount of time) which has a direct impact on a company’s operation and results, and therefore, its research would quickly capture the attention of this business network, eager to increase efficiency in sales processes and cause a positive impact on profit and loss accounts. There is good literature to disseminate the discipline of digital marketing with books by authors such as Chaffey & Smith (2013), Ryan (2016) and Chaffey & Ellis-Chadwick (2016), as well as more works in the field of scientific research in the discipline as those by Parsons, Zeisser & Waitman (1998) and Wang & Tang (2003).

The second new trend chosen, Neuromarketing, has a much more applied field of action in terms of research, since it tries to implement the theories, disciplines, trials and experiments derived from the neurosciences, to the marketing processes dealing with consumer behavior. Classified as a much more experimental field of study, large companies and multinationals have shown great interest in the way they can take advantage of the results of this discipline to improve their processes of attracting consumer attention in the promotion phase of products and services, and improving their efficiency at retail outlets. For this reason, neuromarketing is considered to be an emerging area. This growing interest generated within the marketing area fosters the development of tests, practices and activities in the laboratory to generate more scientific content based on this discipline. The works of authors Lee, Broderick & Chamberlain (2007), Ariely & Berns (2010) and Morin (2011) are a good starting point for an immersion into this interesting and novel concept derived from the neurosciences.

It is expected that the past, present and future authors of the journal Cuadernos Latinoamericanos de Administración, become aware of these three new trends in the field of marketing, or even propose new lines to be included with this discipline according to their criteria and consideration, and encourage them to use the space in the journal to publish their research and scientific developments