1 Definicidn de marketing
para las nuevas realidades
De manera formal o informal, las personas y organizaciones se involucran en un gran ni-
moro de actividades a las que podriamas lamar marketing. Debido a la revolucion digital y a otros cambios im-
portantes ocurridos en el ambiente de los negocios, el buen marketing se ha vuelto cada vez més vital yradioalmonts
nuevo. Considers a Unilever
Bajo el iderazgo del antigua ejecutvo de marketing de P&G Paul Poiman y del experto en marketing Ket
Weed, Unilover est sigulendo una enéroica nueva dlreccién, Su nuevo modelo de marketing, “Crating
Brands for Life", establece una misién social, econdmica y ds producto para cada marca, inclyyendo
1 Dove, Ban & Jory, Lilebuay y Knorr. Polman afrma: "Tango una visiin donde todas nuestras marcas
representan una fuerza permanente, donde cada una tiene més de mi milones de fandtoas © més
para ayudar a provocar un cambio", Una parte de fa misén, por ejemplo, es la sustentablidad —de manera espeotica,
reducir su huella ecolégica a la mad, al mismo tiempo, duplcar sus ganancias—. Para mejorar su publicidad y sus
‘comunicaciones de marketing, busca logrer un equilrio entre “magico y 6gico" duplicando los gastos de capacitacién
‘en markethg y poniendo énfasis en la investigacidn pubfcitara. Para entender mejar el mundo olgital, Weed, ef crector
de marketing, levé a 26 de sus altos ejecutivas a Silicon Valey a vistar Google, Facebook y Hulu, ya otro grupo sitar fo
Jeb a vistar eecutivos de Hollywood en Disney y Universal. Unilever so
fa enfocado an los mercados emergentes y en desarolio (DBE, por sus
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