Tendencias y orientaciones estratégicas del mercado

La investigación de mercados es la recopilación de información de la empresa y el mercado, para su posterior análisis en la toma de decisiones financieras dentro del marketing estratégico y operativo de la empresa. Es una herramienta indispensable que le permite a la empresa obtener información para establecer diferentes políticas, objetivos, planes y creación de diferentes estrategias en pro de mejorar la visibilidad y rentabilidad de la compañía.

La investigación de mercados para el marketing es una herramienta poderosa en la toma de decisiones en las organizaciones. En su evolución ha estado permeada por múltiples disciplinas desde las ciencias administrativas hasta las ciencias sociales, lo que la ha dotado de un conjunto de saberes, técnicas, modelos de análisis, métodos y metodologías, con una base epistemológica, desde donde se sustenta el abordaje de las problemáticas propias del escenario de consumo y de mercados de este siglo XXI. Los profesores e investigadores Judith Cavazos Arroyo, Sara Catalina Forero Molina, Carolina Garzón Medina, James Paul Linero Bocanegra, Omar Fabricio Maguiña Rivero, Samir Ricardo Neme Chaves, Pedro Julián Ramírez Angulo y Santiago Roldán Zuluaga ponen en consonancia sus conocimientos para la publicación del libro Investigación de mercados. Tendencias y orientaciones estratégicas.

Investigación de mercados. Tendencias y orientaciones estratégicas está divida en tres secciones: en la primera se abordan las bases históricas, epistemológicas, metodológicas y éticas que han dado sentido y reconocimiento a la investigación de mercados; la segunda sección, profundiza en las recientes tendencias de investigación de mercados, asociadas con el neuromarketing y el coolhunting, las cuales están dando la pauta para perfilar y comprender mejor a los consumidores; y la tercera, se enfoca en las orientaciones estratégicas, sustentadas desde la inteligencia de mercados y la investigación estratégica en el ámbito local e internacional.

La obra está dirigida a estudiantes y profesionales de las áreas de mercadeo, administración de empresas, publicidad y otras áreas afines. Como elementos adicionales, incluye las tendencias de investigación de mercados (Neuromarketing y Coolhunting), articuladas y sustentadas desde la evidencia empírica y los nuevos enfoques, epistemología e historia, sustentando las raíces filosóficas y teóricas de la investigación de mercados y sus antecedentes, y la ética en la investigación, desde donde se reconocen las responsabilidades y derechos de los actores involucrados.

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