This article focuses on the changes that took place in consumer studies starting with the collectivist focus that etnomarketing offers in the digital age, the same that separates itself from a rational and individualist vision. Firstly, the main difficulties that the cerebral-rational point of view confronts are described, point of view from which it is considered that human beings differentiate themselves from the other species by their capacity to choose freely and rationally. Secondly, a sociocultural approach of consumption anthropology applied to business (etnomarketing) that evolves towards the view of the consumers as immerse in different social contexts, and that organize their comprehension of the world starting from their culture, is proposed. Finally, some considerations are made about the challenges of understanding the consumers in the age of social networks.

This article focuses on the changes that took place in consumer studies starting with the collectivist focus that etnomarketing offers in the digital age, the same that separates itself from a rational and individualist vision. Firstly, the main difficulties that the cerebral-rational point of view confronts are described, point of view from which it is considered that human beings differentiate themselves from the other species by their capacity to choose freely and rationally. Secondly, a sociocultural approach of consumption anthropology applied to business (etnomarketing) that evolves towards the view of the consumers as immerse in different social contexts, and that organize their comprehension of the world starting from their culture, is proposed. Finally, some considerations are made about the challenges of understanding the consumers in the age of social networks.

This article focuses on the changes that took place in consumer studies starting with the collectivist focus that etnomarketing offers in the digital age, the same that separates itself from a rational and individualist vision. Firstly, the main difficulties that the cerebral-rational point of view confronts are described, point of view from which it is considered that human beings differentiate themselves from the other species by their capacity to choose freely and rationally. Secondly, a sociocultural approach of consumption anthropology applied to business (etnomarketing) that evolves towards the view of the consumers as immerse in different social contexts, and that organize their comprehension of the world starting from their culture, is proposed. Finally, some considerations are made about the challenges of understanding the consumers in the age of social networks.

En el presente trabajo de suficiencia profesional para optar el título profesional de Ingeniero Civil, el cual es desarrollado por mi persona, el bachiller Nicolás Martin Peralta Ortiz, está basado en el Mejoramiento de la productividad y la calidad utilizando la Integración de las metodologías Lean Construction y Six sigma en el proyecto remodelación del Pabellón 7 del centro comercial Minka, Callao – 2022 dicho proyecto fue desarrollado por la empresa IG PROJET S.A.C., mi función en la empresa es la de ejecución y supervisión de proyectos en el área civil. La falta de metodologías en la empresa para mejorar la productividad y calidad fue la motivación para implementar la integración de las metodologías Lean Construction y Six Sigma. En la remodelación del Pabellón 7, se registraron datos de procesos para identificar errores y defectos mediante el diagrama de causa y ...

El marketing ha evolucionado a lo largo de la historia, pasando de ser una forma de vender productos a una herramienta para evaluar empresas y personas. En este artículo, se estudia cómo los estudiantes de la Universidad San Ignacio de Loyola utilizan aspectos del marketing e imagen personal de sus profesores en el contexto romántico. A través de entrevistas personalizadas con 10 alumnos, se identificaron tres dimensiones principales en la imagen personal: física, psicológica y general, y tres dimensiones en el marketing personal: percepción de imagen, matriz FODA y técnicas de mercadeo (4P). Los resultados revelaron que las dimensiones del marketing e imagen personal de los profesores tienen un impacto en los estudiantes al buscar una relación romántica. Estos aspectos del marketing son empleados consciente o inconscientemente por los alumnos en el contexto romántico. Se reco...