Edition 49, Marketing

What Language is More Persuasive and Credible?

Efectos del Lenguaje Entre HispanosBy: Cecilia Álvarez

The idea that judgments we make regarding those we communicate with are affected by the language they speak is not a new one. This idea becomes particularly relevant in the multicultural marketing environment, where marketing practitioners are forced to make decisions about the language employed to communicate with bilingual customers.

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Edition 45, Marketing

Children’s Influence on Consumer Buying

By: Carlos Mondragón
Professor of Marketing at the ITAM

Children play an important role in purchasing decisions, influencing their parent’s acquisition and selection of products. The most common tactics they use are whining or acting up, until their parents give in to their demands.

Children exert an increasingly strong influence on consumer buying, not only in toys and recreational activities, but also in clothes that traditionally parents would choose for them. How successful they are in getting their wishes fulfilled will depend on the type of offer, the characteristics of the parents, the child’s age, and the stage in the purchasing decision process.

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Edición 44, Marketing

Innovation: The Path to Competitiveness

By: Marco Morán

“If you want different results, don’t always do the same thing”
Albert Einstein

In recent decades, we have witnessed a rapid evolution in the way of doing business, and models that were useful for many years have quickly become obsolete.

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