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Imaginario cultural del migrante ante el marketing global.

Authors :
Quintero Ramos, Meudis
Almanza Vides, Karen
Díaz Arrieta, Ingris María
Source :
Revista de Filosofía. jul-sep2023, Vol. 40 Issue 105, p428-440. 13p.
Publication Year :
2023

Abstract

Globalization and the social, cultural and economic transformations that have occurred in recent times have generated changes in the migratory phenomenon, although the migrant is a vulnerable subject, it is also true that he becomes a productive actor and, a potential consumer of goods and services. For this reason, this study intends to carry out, under the hermeneutic documentary analysis and in light of recent experiences, to confront the cultural imaginary of the migrant and the marketing strategies that are aimed at the consumption of products and services. In this way, the different types and subjects of migration are explored, emphasizing the fundamental principles of marketing aimed at individuals with connections associated with their imaginary, emotions and differentiated feelings, about the lifestyles of the destination country. For this reason, the Marketing Mix strategy is proposed where the interdependence that occurs at the global level of the product: price, place and promotion is essential to reach the subject studied. [ABSTRACT FROM AUTHOR]

Details

Language :
Spanish
ISSN :
07981171
Volume :
40
Issue :
105
Database :
Academic Search Index
Journal :
Revista de Filosofía
Publication Type :
Academic Journal
Accession number :
163507063
Full Text :
https://doi.org/10.5281/zenodo.7879815