Orígenes de la customización masiva: Las interacciones individuales consumidormarca dentro de mercados masivos en el marketing

Francisco  Arbaiza Rodríguez

Autores/as

Francisco Arbaiza Rodríguez Universidad de Piura

Palabras clave:

marketing, consumidor, individualidad, customización, masivo, internet

Resumen

Este texto pretende apuntar las raíces que han modelado la estructura sobre la que se sostiene la actividad masiva del marketing, orientada a cultivar la experiencia individual del consumidor. Al encontrarse esta sociedad del consumo masivo centrada casi exclusivamente en la imagen en la segunda mitad del siglo XX, basada en teorías motivacionales y de estilo de vida, la actividad del marketing ha seguido una progresiva escalada individualista expuesta en el particular fenómeno de la customización masiva. La maquinaria del marketing, apoyada en el actual el pluriequipamiento provisto por las nuevas tecnologías, le está otorgando al consumidor desincronizar las actividades comunes, desarrollar un consumo y uso personalizado e individual de productos y servicios, liberados de la masividad y de la tiranía del espacio tiempo. En síntesis, se ha engendrado un consumo personal dentro de una oferta.

Métricas

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Biografía del autor/a

Francisco Arbaiza Rodríguez, Universidad de Piura

Doctor en Comunicación Pública por la Universidad de Navarra, Profesor y Director del Área de Comunicaciones de Marketing de la Facultad de Comunicación de la Universidad de Piura. Ha investigado recientemente sobre el Marketing Experiencial y su influencia en el comportamiento del consumidor

Citas

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