cesar perez carballada - el poder oculto del marketing

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  • 7/31/2019 Cesar Perez Carballada - El Poder Oculto del Marketing

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  • 7/31/2019 Cesar Perez Carballada - El Poder Oculto del Marketing

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    KI^GBSDFJ BQ]B^DBFLDIH

    Irso~5 ]^BU LI^NIHHICI( L|i~

    ssro5 Bh }ocb~ olrhso cbh ki~gbsdfj

    olIduIco~ BF B Nr\lIco~ ZBN5 CS====9:>0:0

    cB\l~dso~B\5 Ki~gbsdfj bq}b~dbfldih ]o|dldofikdbfso ]rnhdldcic

    ~B\rkBF5Hi ki~li b| rf loferfso cb }~okb|i| yrb jbfb~if bq}blsisdpi| bfbh lof|rkdco~& Hi lof|s~rlldf cb b|i| bq}blsisdpi| b| rfo cb ho|}~dfld}ihb| onebsdpo| cbh ki~gbsdfj& B|srcdo| ~bldbfsb| cbkrb|s~ifyrb fo |oho df`hrtbf bf hi dkijbf cb rfi ki~li( |dfo yrb i`blsifi hi bq}b~dbfldi cb lof|rko&Hi| bq}blsisdpi| lof|s~rdci| i s~ip| cb hi lokrfdlildf t hi }r+nhdldcic kocd`dlif hi bq}b~dbfldi cb lof|rko cb ho| }~ocrlso| cbilrb~co i ho| is~dnrso| i|oldico| lof hi ki~li& Cb hi kd|ki kifb+~i( bh }~bldo sikndf jbfb~i bq}blsisdpi| t( bf li|o cb rfi ~bniei(}rbcb i`blsi~ fbjisdpikbfsb i hi bq}b~dbfldi cb lof|rko& Bh irso~

    }~b|bfsi b|srcdo| yrb lof`d~kif b|so| b`blso| t bq}ofb cdpb~|i|lhipb| t ~blokbfcildofb| ndbf colrkbfsici| |on~b lko jb|sdo+fi~ hi| bq}blsisdpi| }i~i kiqdkdui~ hi ~bfsindhdcic&

    zzz&ki~gbsdfjki|pbfsi|&b|

    PBI os~o\ I~slro\~BIldoFIco\ BF

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    Hi ki~li b| rf loferfso cb

    }~okb|i| yrb jbfb~i bq}blsisdpi|bf bh lof|rkdco~( t yrb |b }rbcb

    lof|s~rd~ bq}hldsikbfsb& Frbpo|

    b|srcdo| cbkrb|s~if yrb i`blsif fo

    |oho i hi dkijbf cb rfi ki~li( |dfo

    ih lof|rko cbh }~ocrlso&

    L|i~ ]~bu Li~nihhici( lof|rhso~

    cb ki~gbsdfj t irso~ cbh nhoj

    zzz&ki~gbsd|dko&lok

    zzz&ki~gbsdfjki|pbfsi|&b|

    Bh }ocb~ olrhsocbh ki~gbsdfj

    Rfi ki~li b| rf loferfso cb }~o+

    kb|i| |on~b ldb~so| is~dnrso| cb rf

    }~ocrlso yrb |isd|`i~f fblb|dcicb|

    ~ildofihb| o bkoldofihb|& Bf rf

    krfco |df ki~li| fo| pb~iko|

    `o~uico| i ifihdui~ cb|cb lb~o lici pbu yrb fo|

    bf`~bfsiko| i hi bhblldf cb rf }~ocrlso& Fo|}b~kdsbf |dk}hd`dli~ bh }~olb|o cb cbld|df( ti

    yrb b|}b~iko| bflofs~i~ ldb~si| lrihdcicb| bf

    bh }~ocrlso& \d rf laolohisb fo sdbfb ki~li( fo

    |inbko| lko |b~( }b~o |d bf bh bfpohso~do }ofb

    Jocdpi( df`b~dko| yrb b|si~ cbhdldo|o&

    B| i| yrb( bf rfi cb |r| ilbsi|( rfi ki~li

    b| bh loferfso cb bq}blsisdpi| yrb sbfbko| cb rf

    }~ocrlso o |b~pdldo t yrb hrbjo |b kisb~dihduif o

    fo bf bh kokbfso cbh lof|rko& \r lof|s~rlldf

    b| rfo cb ho| onebsdpo| cbh ki~gbsdfj( t b|sb

    }rbcb df`hrd~( icbk| cb bf b|i| bq}blsisdpi|(bf hi bq}b~dbfldi cb lof|rko&

    Ho| b|srcdo| ~bldbfsb| ~b|}ihcif b|i sbo~i(

    ti yrb aif bflofs~ico yrb( bf ldb~so| li|o|( hi|

    :2Bfb~o cb >=9>

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    bq}blsisdpi| kocd`dlif hi bq}b~dbfldi cb lof+

    |rko& Rfo cb bhho|9( ~bihduico }o~ lisbc~sdlo|

    cb hi Rfdpb~|dcic cb Lohrkndi t bh KDS !Ki||i+

    lar|bss| Df|sdsrsb o` Sblafohojt$( cbko|s~ b|i

    `rb~sb df`hrbfldi bf hi lisbjo~i cb hi| lb~pbui|&

    Ho| ilickdlo| cdpdcdb~of i ho| pohrfsi~do|

    bf s~b| j~r}o|& Bh }~dkb~o }~on co| lb~pbui|

    cb `o~ki ldbji !|df pb~ hi ki~li$ }i~i bhbjd~ |r

    }~b`b~dci& Ho yrb ho| pohrfsi~do| fo |inif b~i

    yrb hi| co| b~if hi kd|ki !Nrczbd||b~$( irfyrb

    i rfi |b hb aini ij~bjico rf dfj~bcdbfsb df+

    r|rih5 s~b| josi| cb pdfij~b nih|kdlo }o~ lici

    ofui cb lb~pbui&

    Bh pdfij~b |b bhdjd }o~ |b~ rf }~ocrlso lof+

    lb}srihkbfsb o`bf|dpo !ifsb~do~kbfsb |b sb|sb

    hi dcbi cb ij~bji~ pdfij~b i rfi lb~pbui t bh

    1=" cb ho| bflrb|sico| bq}~b| yrb bk}bo~i~i

    |r |ino~$&

    Ho| ilickdlo| ~b}dsdb~of bh }~olbcdkdbfso

    lof ho| cbh |bjrfco j~r}o( }b~o ifsb| cb yrb

    }~oni~if hi lb~pbui lof bh pdfij~b hb| df`o~ki~of

    cb yrb ho lofsbfi&

    Lof ho| cbh sb~lb~o adldb~of ho kd|ko( |oho

    yrb hb| cdeb~of yrb |b s~isini cb lb~pbui lof

    9 Hbb H&7 @~bcb~dlg \&7 I~dbht C&5 S~t ds( torhh hdgb ds( I||oldisdof o` ]|tlaohojdlih\ldbflb( Poh 9:( Frknb~ 9>( >==0&

    pdfij~b nih|kdlo cb|}r| cb hi cbjr|sildf(

    }b~o ifsb| cb yrb cdeb~if lrh }~b`b~if&

    Ho| s~b| j~r}o| }~oni~of ikni| !lof t |df

    pdfij~b$5 bh }~dkb~o |df |inb~ho !bh j~r}o cb

    lofs~oh$ t ho| os~o| co| |indfcoho( irfyrb rfo

    |b bfsb~ini ifsb| cb hi cbjr|sildf t bh os~o(

    cb|}r|&

    Bf bh }~dkb~ j~r}o( rf 24" cb ho| pohrfsi+

    ~do| cdeo yrb }~b`b~i bh |ino~ cb hi lb~pbui lof

    pdfij~b& B|so ~b|rhs hhikisdpo( ti yrb( i }~do~d(

    hi dcbi cbh pdfij~b aili }bf|i~ yrb bk}bo~i~i

    bh |ino~( irfyrb hi ~bihdcic b| yrb rfi| }oli|

    josi| cb pdfij~b nih|kdlo ho kbeo~if&

    Bf bh |bjrfco( |oho bh :2 Bfb~o cb >=9>

  • 7/31/2019 Cesar Perez Carballada - El Poder Oculto del Marketing

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    B| |o~}~bfcbfsb yrb |b }~b`d~db~i bh |ino~

    lof pdfij~b !|dbk}~b yrb fo |b |r}db~i yrb ho

    lofsbfi o yrb |b |r}db|b cb|}r|$7 cb ablao(

    co| bq}b~dkbfso| }o|sb~do~b|> lof`d~ki~of b|b

    ~b|rhsico& \d Rc& b|s }bf|ifco bf bknosbhhi~

    lb~pbui lof pdfij~b nih|kdlo( cbnb |inb~ yrb

    b| ni|sifsb li~o t yrb icbk|( bf lrifso ho|

    lof|rkdco~b| ho hbif bf hi nosbhhi( ilsri~f

    loko bh j~r}o > t fo hi bhbjd~f&

    ]b~o ho k| hhikisdpo b| hi cd`b~bfldi bfs~b

    ho| j~r}o| > t t ==4&

    @~bfsb i os~i| ki~li|( ]b~~db~ b| }~b`b~dci }o~ |r |ino~

    |dbk}~b yrb |b }~rbnb |indbfco yrb |b s~isi cb bhhi

    zzz&ki~gbsdfjki|pbfsi|&b|

    k| nhifli( }rbcb yrb ih bk}hbi~ho ~bihkbfsb

    hi }b~ldniko| k| nhifli( t |d fo| cdlbf yrb

    |b~bko| k| epbfb| }o~ hhbpi~ ldb~so piyrb~o(

    }rbcb yrb fo| |dfsiko| i| ih r|i~ho&

    Bh }b b hi| bq}bipi|

    Hi| bq}blsisdpi| }~bpdi| ih lof|rko hi| jbfb+

    ~if hi| ki~li|( hi }rnhdldcic( bh bfpi|b( bh noli i

    noli t( bf jbfb~ih( hi| ilsdpdcicb| cb ki~gbsdfj&

    T ihh ~b|dcb |r }ocb~( }o~yrb b|i| bq}blsisdpi|(

    lof|s~rdci| lof|ldbfsbkbfsb }o~ rfi bk}~b|i(

    }~dkif |on~b hi pdpbfldi ~bih cbh lof|rko& Cb

    b|si kifb~i( hi }~b`b~bfldi cb rfi }b~|ofi }o~

    rf }~ocrlso }rbcb b|sinhb~|b }o~ bhhi| k| yrb

    }o~ bh }~ocrlso bf | kd|ko&

    Bpdcbfsbkbfsb( |d hi bq}blsisdpi b| ki~lici+kbfsb cd`b~bfsb cb hi ~bihdcic( |b }~ocrld~ rfi

    Hi| bq}blsisdpi| yrb |b

    jbfb~if ih~bcbco~ cbrf }~ocrlso }rbcbfhhbji~ i |b~ k| dk+

    }o~sifsb| yrb bh ablaokd|ko cb |r lof|rko&

    =9>

  • 7/31/2019 Cesar Perez Carballada - El Poder Oculto del Marketing

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    kbfo| |ino~ yrb |d fo |b dflhrtb:& Bh tojr~ cb

    `~b|i| t bh yrb|o }i~i rfsi~ }i~blbf sbfb~ kbeo~

    |ino~ |d bf hi bsdyrbsi cdlb bfsb~o bf hrji~ cb

    cb|fisico1& Djrihkbfsb( hi jbfsb lokb k|

    abhico cb pidfdhhi |d bf hi bsdyrbsi }ofb ~dlo bf

    j~i|i| bf pbu cb nieo bf liho~i|4&

    Hi| bq}blsisdpi| sikndf |b jbfb~if cb|cb

    bh bfso~fo& Rf b|srcdo ~bihduico bf bh KDS9=

    lok}~on yrb |b }rbcb dfl~bkbfsi~ bh |ino~

    }b~ldndco cbh li` |dk}hbkbfsb }ofdbfco ho|

    lofcdkbfso| !irfyrb fo |b r|bf$ bf bfpi|b|

    bhbjifsb| cb l~d|sih t kbsih& I|d|kd|ko( ho| pdfo|

    |b }b~ldnbf loko kbeo~b| lrifco |b nbnbf bf

    j~ifcb| lo}i| cb pdc~do b|}bl`dli| }i~i b|i

    nbndci( irfyrb b|srcdo| lofs~ohico| i ldbji|99

    aitif on|b~pico yrb hi `o~ki cb hi lo}i fo

    df`hrtb bf bh |ino~&

    B|si b| hi ~iuf }o~ hi yrb bf ho| ~b|sir~ifsb|

    cb irso~ o cb loldfi l~bisdpi ho| }hiso| |b }~b+

    |bfsif lrdcico|ikbfsb& \r |dk}hb }~b|bfsildf

    o |r cb|l~d}ldf bf bh kbf ailb yrb hi lokdci

    fo| |b}i kbeo~&

    i| bq}bipi| t bh }b

    Cr~ifsb io| |b ai ~bjd|s~ico rfi j~if }i~i+

    coei bf bh ki~gbsdfj& ]o~ rf hico( bqd|sb rfi pi|sihd|si cb b|srcdo| bk}~dlo|9> yrb lof|sisi yrb

    hi| }b~|ofi| sdbfcbf i |bfsd~ yrb ho| }~ocrlso|

    t |b~pdldo| cb kbfo~ }~bldo sdbfbf rfi lihdcic

    df`b~do~& ]b~o }o~ os~o( lrifco |b lok}i~i hi

    : Zif|dfg( N&7 ]i~g( \&N&7 \ofgi( \&7 Ko~jifo|gt( K&5 Aoz |ot hinbhdfj df`hrbf+lb| }~b`b~bflb ifc si|sb( Dfsb~fisdofih @ooc ifc Ij~dnr|dfb|| Kifijbkbfs^bpdbz( ===&

    1 Zi~chb( E&7 \ohokof|( Z&5 Firjast nrs fdlb5 I hino~iso~t |srct o` abihsadf`o~kisdof ifc `ooc }~b`b~bflb| df i lokkrfdst |ik}hb( Abihsa ]|tlaohojt(9( 9=099=:4( 944>&

    9= Nb~sdfd K&7 O`bg B&7 I~dbht C&5 Sab dk}ils o` icc+of `bisr~b| of lof|rkb~}~ocrls bpihrisdof|( Eor~fih o` Lof|rkb~ b|bi~la( Poh ==4&

    99 I~dbht C&5 o}& lds&

    9> ^io Ig|ait ^&7 Gbfs N& Kof~ob5 Sab b``bls o` }~dlb( n~ifc fikb( ifc |so~bfikb of nrtb~| }b~lb}sdof| o` o~ocrls yrihdst5 if dfsbj~isdpb ~bpdbz( Eor~fiho` Ki~gbsdfj b|bi~la( Irjr|s 9414&

    cblb}ldf yrb erji~ bf lofs~i cbh }~ocrlso(

    o |d bh lof|rko }rbcb kbcd~|b lof bqilsdsrc

    !}o~ bebk}ho( hi cr~bui cb rf kisb~dih bf ndbfb|

    dfcr|s~dihb|$( |r b`blso sikndf |b~ kbfo~( }b~o

    bf iyrbhho| li|o| cofcb bh lof|rko b| |rnebsdpo

    !hi kito~i cb ho| }~ocrlso|$ hi| bq}blsisdpi|

    df`hrtbf bf hi bq}b~dbfldi cbh lof|rko&

    B|so |b ai pb~d`dlico bf dflofsinhb| b|srcdo|

    |on~b os~i| lisbjo~i|& \d ho| lof|rkdco~b| }~rb+

    nif Loli Lohi( hi lihd`dlif k| ipo~inhbkbfsb

    lrifco hi nbnbf bf rf pi|o lof |r hojo yrb

    lrifco ho ailbf bf rfo |df h3& @~bfsb i os~i|

    ki~li|( ]b~~db~ b| }~b`b~dci }o~ |r |ino~ |dbk}~b

    t lrifco |b }~rbnb |indbfco yrb |b s~isi cb bhhi(

    }b~o }db~cb bf hi| }~rbni| ldbji|2& Hi }~b`b~bfldi

    }o~ rfi lb~pbui bf }i~sdlrhi~ cb|i}i~blb |d |b

    yrdsif hi| bsdyrbsi| bf hi }~rbni0& Dflhrd~ bf

    bh bfpi|b cb rfi ni~~i cb lb~bihb| hi }ihin~i|oei ailb yrb |b |dbfsi k| j~ifrhici t lof

    3 KlLhr~b( \&K&7 Hd( E&7 Sokhdf( C&7 Lt}b~s( G&\&7 Kofsijrb( H&K&7 Kofsijrb( ]&^&5Fbr~ih lo~~bhisb| o` nbaipdo~ih }~b`b~bflb o~ lrhsr~ihht ikdhdi~ c~dfg|( Fbr~of(33(

  • 7/31/2019 Cesar Perez Carballada - El Poder Oculto del Marketing

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    lihdcic onebsdpi lof bh }~bldo loko rf b|srcdo9=99&

    92 \adp N&7 Li~kof U&7 I~dbht C&5 ]hilbno b``bls| o` ki~gbsdfj ilsdof|5 lof+|rkb~| kit jbs zais sabt }it `o~( Eor~fih o` Ki~gbsdfj ^b|bi~la( Poh QHDD(Fopbknb~ >==2&

    zzz&ki~gbsdfjki|pbfsi|&b|

    Bh }~dkb~ j~r}o( yrb fo hi nbnd !bh j~r}o

    cb lofs~oh$( ~b|ohpd bf }~okbcdo 4(9 cb ho| 92

    }ruhb|7 bh |bjrfco( yrb aini }ijico bh }~bldo

    aindsrih }o~ hi nbndci( |ohrldof li|d hi kd|kilifsdcic7 }b~o bh sb~lb~o( yrb aini }ijico

    kbfo|( |ohpbfs |oho 0(2 }ruhb|&

    Bh ablao cb }iji~ rf }~bldo kbfo~ }~opo+

    l rf b`blso fbjisdpo b aduo yrb |b pohpdb~if

    kbfo| dfsbhdjbfsb|( }rb| lok}r|db~of rf >1"

    kbfo| cb ~ok}blinbui| yrb |d fo arndb~if nb+

    ndco fici& Ihjrfo| }oc~if hhiki~ i b|sb b`blso

    irso|rjb|sdf( }b~o bf ~bihdcic b| bh b`blso cb

    hi bq}blsisdpi kisb~dihduico bf bh cb|bk}bo

    cbh }~ocrlso&

    Rf }~bldo ~bcrldco fo

    }~ocrlb b`blso fbjisd+

    po |d |b lokrfdli cb

    kifb~i icblrici hi~bhildf bfs~b hi rsdhd+

    cic o cb|bk}bo cbh

    }~ocrlso t |r }~bldo&

    :2 Bfb~o cb >=9>

  • 7/31/2019 Cesar Perez Carballada - El Poder Oculto del Marketing

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    i f|bfi t hi }nhi

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    bq}hldso& I}hdli~of bh kd|ko }~olbcdkdbfso cb

    hi nbndci bfb~jduifsb( }b~o lof rfi pi~dildf5 i

    hi kdsic cb ho| pohrfsi~do| |b hb }~bjrfs ifsb|

    cb ~b|ohpb~ ho| }ruhb| |d b|}b~inif yrb hi nbndci

    dfl~bkbfsi~i |r loflbfs~ildf bf `rfldf cbh

    }~bldo }ijico( t i hi os~i kdsic( fo& I|( hi kdsic

    b~i lof|ldbfsb cb hi ~bhildf }~bldo+cb|bk}bo

    bf bh kokbfso bf yrb |b jbfb~inif hi| bq}bl+

    sisdpi| cb hi b`dlildi cb hi nbndci&

    Bh j~r}o ih yrb fo |b hb aduo hi }~bjrf+

    si onsrpo rf b`blso fbjisdpo b|sic|sdlikbfsb|djfd`dlisdpo( }b~o bh b`blso cb hi ~bcrlldf cbh

    }~bldo yrbc ifrhico bf bh j~r}o ih yrb |b hb aduo

    }bf|i~ bf b|i ~bhildf& Bf os~i| }ihin~i|( yrdbfb|

    }iji~of kbfo| }b~o }bf|i~of lof|ldbfsbkbfsb

    bf hi ~bhildf }~bldo+cb|bk}bo fo |r`~db~of

    bh b`blso fbjisdpo t ~b|ohpdb~of hi kd|ki lif+

    sdcic cb }ruhb| yrb yrdbfb| }iji~of bh dk}o~sb

    lok}hbso& B|so |rjdb~b yrb |d fo| cbsbfbko| tlof|dcb~iko| ~ildofihkbfsb bh cb|bk}bo cbh

    }~ocrlso `~bfsb i |r }~bldo( fo| hdnb~iko| cbh

    9: \adp N&7 Li~kof U&7 I~dbht C&5 o}& lds&

    Ih `dfih ho| dfpb|sdjico~b| }~bjrfsi~of i

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    |ohrldofi~ ho| }ruhb|& Ho| ~b|rhsico| |bihi~of

    yrb fo aini fdfjrfi lo~~bhildf bfs~b b|i

    lihd`dlildf t bh cb|bk}bo ~bih( lof ho lrih

    yrbc lok}~onico yrb bh b`blso cbh }~bldo b|

    rf }~olb|o dflof|ldbfsb cbh yrb hi| }b~|ofi|

    fo |b }b~lisif&

    \r b`blso fbjisdpo sikndf |b ai bflof+

    s~ico bf b|srcdo| lof hino~iso~do|5 bh kd|ko

    kbcdlikbfso b| }b~ldndco loko kbfo| b`dliu

    |d |r }~bldo b| kbfo~ t b|sb hhbji i i`blsi~ i hi

    b`dlildi cb rf s~isikdbfso irfyrb fo |b s~isb cb

    rf kbcdlikbfso( |dfo cb rf }hilbno90&

    B|so bq}hdli hi }i~icoei cb }o~ yr ho| lof+

    |rkdco~b| }dbf|if yrb ait rfi rb~sb ~bhildfbfs~b lihdcic t }~bldo lrifco fo b| i|& Ho| li|o|

    yrb pdko| |rjdb~bf yrb b|i cd|l~b}ifldi }rbcb

    |b~ rfi }~o`bli irsolrk}hdci( ti yrb hi| bq+

    }blsisdpi| cb rfi }bo~ lihdcic cbndco ih kbfo~

    }~bldo hhbpif i bq}b~dkbfsi~hi i| bf hi ~bihdcic&

    B|si loflhr|df sdbfb rf j~if dk}ilso bf hi|

    bk}~b|i|( ti yrb li|d fdfjrfi lof|dcb~i b|so|

    b`blso| ih bhbjd~ rf }~bldo&

    Li|d soco| ho| }~ocrlso| cb j~if lof|rko

    }i~sdld}if bf }~okoldofb| cb }~bldo| lof ho|cd|s~dnrdco~b| !|r}b~kb~lico|( ad}b~kb~lico|(

    bsl&$( frkb~o|i| ki~li| cb koci ~blr~~bf i

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    }o~ frbpo| hifuikdbfso|( |df ci~|b lrbfsi cb

    yrb bhho i`blsi ih cb|bk}bo cb |r| ki~li|(

    ti yrb ho| lof|rkdco~b| bq}b~dkbfsif rf

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  • 7/31/2019 Cesar Perez Carballada - El Poder Oculto del Marketing

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