Marketing epistemology and marketing and advertising manager as a transformational leader

Abstract

This research aims to address this issue (Epistemology of Marketing) in order to determine how marketing relations are established in relation to the production context, determining its evolution and development. This study also focusses on the context and the role of the Advertising and Marketing Manager as a transformational leader in a global environment. It begins with the evolution of advertising and marketing within the historical framework of humanity and its relation with events that significantly stimulated economic and cultural changes worldwide. Then it is followed by an analysis of our context where we study the importance of the trends in the marketing activities. In addition to this, we observe how these trends are currently being targeted to the customer, who is the reason of models such as CRM that is very relevant. In this scenario it is necessary to have competent staff with the proper skills to work in the field of marketing. Technological advances and their direct impact on advertising and marketing are approached from the perspective of their complementarity and use. In relation to that, we cover the evolution of marketing and advertising with the appearance of terms that significantly have enriched these disciplines. To understand objectively the Colombian context, the figures of participation of the Advertising and the Marketing in digital media are exposed, and it is explained how this tendency is becoming popular at local level.

Lastly, and as a second part, an analysis is made of how these significant changes in the evolution of advertising and marketing are intimately linked to individuals with special potentialities. This refers to advertising and marketing managers, who must have a systematic thinking for the resolution of problems. They must have also a global vision. They should project themselves as leaders who generate spaces for cooperation with their coworkers. They should also facilitate an efficient management that produces strategic decisions in highly competitive environments.