Artículos

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http://biblioteca.istcge.edu.ec:4000/handle/123456789/165
Revistas Creadas por personal del InstitutEsta colección reúne la producción científica y académica de los docentes e investigadores del Instituto Superior Tecnológico Consulting Group Ecuador (ISTCGE). Su objetivo es preservar y difundir artículos originales publicados en revistas indexadas nacionales e internacionales, fomentando el acceso abierto al conocimiento

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Browsing Artículos by Author "Espinoza, Rosa Zolia"

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    Marketing 5.0 como herramienta de gestión y posicionamiento de marca personal
    (2025-10-10) Morales López, David Alexander; Pasato Guallpa, Pamela Elizabeth; Espinoza, Rosa Zolia; Alarcon Szabo, Mallerly Thais
    Marketing 5.0 is a discipline that is constantly evolving with the adaptation of technological trends, artificial intelligence, social or cultural development, when combined with brand positioning and branding strategies, it contributes to personal, professional and business positioning. By means of a bibliometric analysis, the research variables: marketing 5.0 and personal branding, were analyzed to understand the level of high impact scientific production for the aforementioned variables. Among the main findings it is highlighted that the level of scientific production corresponds to 75.3% of scientific articles, followed by 10% of conferences, 6.5% of scientific review material, 5.20% of book chapters, 2.5% of high impact books and the difference corresponds to academic writings presented in various formats that deal with marketing 5.0 and artificial intelligence applied to the context of brand positioning. The authors Ares, G, Valencia-Arias, A. and Hajiaghaei-Kechtell, M, are the main references in theories and scientific production on marketing 5.0 and personal branding