{"id":1769,"date":"2013-09-17T22:00:23","date_gmt":"2013-09-18T03:00:23","guid":{"rendered":"http:\/\/www.kalot.com.mx\/?p=1769"},"modified":"2013-09-16T16:30:49","modified_gmt":"2013-09-16T21:30:49","slug":"con-el-perdon-de-kotler","status":"publish","type":"post","link":"https:\/\/kalot.com.mx\/site\/2013\/09\/17\/con-el-perdon-de-kotler\/","title":{"rendered":"Con el perd\u00f3n de Kotler"},"content":{"rendered":"<div style=\"text-align: justify\">McDonald\u00b4s, IBM, General Motors, Sony, Apple y la favorita Coca-Cola; todas estas firmas tienen fant\u00e1sticos casos de marketing con los que inundan la bibliograf\u00eda de la Mercadotecnia. Casos de empresas con problemas que costaron millones de d\u00f3lares, que para recuperarse, invirtieron millones y millones de d\u00f3lares, hasta que alg\u00fan iluminado del Marketing tuvo una brillante idea, que para realizarla, hubo que invertir otros tantos millones y as\u00ed lograr que la compa\u00f1\u00eda volviera a ganar millones de d\u00f3lares.<\/div>\n<div style=\"text-align: justify\"><\/div>\n<div style=\"text-align: justify\">La tem\u00e1tica es muy\u00a0simple.\u00a0Grandes empresas tienen problemas de much\u00edsimo dinero, para recuperarse le invierten much\u00edsimo dinero y ganan mucho m\u00e1s dinero&#8230; \u00a1Me enamor\u00e9 del Marketing!<\/div>\n<div style=\"text-align: justify\">Todo est\u00e1 bien con Don Philip, se le\u00a0agradecer\u00e1\u00a0eternamente que haya puesto al Marketing como objeto de estudio; pero&#8230; \u00bfpor qu\u00e9 no fue Mexicano? o mejor a\u00fan&#8230; \u00a1Potosino! \u00a1\u00bfPor qu\u00e9 Se\u00f1or?!<\/div>\n<div style=\"text-align: justify\"><\/div>\n<div style=\"text-align: justify\">En un pa\u00eds donde el 99%, \u00a1S\u00ed! el 99% de las empresas son MiPyMes, resulta complejo tratar de llevar los &#8220;casos pr\u00e1cticos&#8221; de nuestra literatura mercadol\u00f3gica a peque\u00f1as empresas con grandes problemas y con\u00a0peque\u00f1os\u00a0presupuestos. Si la estrategia que se emplea con una MiPyMe falla,\u00a0seguramente\u00a0no habr\u00e1 alg\u00fan otro &#8220;Gur\u00fa&#8221; que intente corregir el camino, simplemente porque la\u00a0mayor\u00eda\u00a0de las MiPyMes recurre a la Mercadotecnia cuando tienen focos rojos y si no se tiene \u00e9xito, la empresa corre el grave riesgo de desaparecer&#8230; \u00bfTr\u00e1gico no?<\/div>\n<div style=\"text-align: justify\"><\/div>\n<div style=\"text-align: justify\">Hagamos un cambio de \u00f3ptica y\u00a0olvid\u00e9monos\u00a0por un momento de aquellas empresas rubias y despampanantes y volteemos hacia &#8220;las t\u00edmidas&#8221; empresas con casos interesant\u00edsimos y problemas REALES a resolver con URGENCIA. Bienvenidas las constructoras, las universidades, los colegios, los restaurantes, los hospitales, las\u00a0cafeter\u00edas,\u00a0 taquer\u00edas &#8220;El Chiarco&#8221;, hot-dogs &#8220;La Perrera&#8221;, cocina econ\u00f3mica &#8220;Do\u00f1a Naborita&#8221;, etc&#8230;<\/div>\n<div style=\"text-align: justify\"><\/div>\n<div style=\"text-align: justify\">En todos lados se cuecen habas. Hay\u00a0muchos\u00a0problemas comerciales y pocos valientes que tomen el reto de meter en terapia intensiva a esas empresas olvidadas por los libros, \u00a0que no figuran en los retos profesionales de los Mercad\u00f3logos porque &#8220;No viste trabajar para empresas chicas&#8221;. \u00a0Tambi\u00e9n en el Marketing &#8220;Como es arriba, es abajo&#8221;&#8230;<\/div>\n<div style=\"text-align: justify\">__________<\/div>\n<div style=\"text-align: justify\"><\/div>\n<div style=\"text-align: justify\">Esta publicaci\u00f3n est\u00e1 inspirada en varios a\u00f1os de estudiar grandes casos en los libros de Marketing y en la Conferencia &#8220;Mercadotecnia de a pie&#8221; impartida por la agencia &#8220;Doppler-Mercadotecnia en Expansi\u00f3n&#8221;. Les dejo su p\u00e1gina \u00a0para que la pidan de inmediato en su Universidad:<\/div>\n<div style=\"text-align: justify\">www.doppler-marketing.com<\/div>\n","protected":false},"excerpt":{"rendered":"McDonald\u00b4s, IBM, General Motors, Sony, Apple y la favorita Coca-Cola; todas estas firmas tienen fant\u00e1sticos casos de marketing&hellip;\n","protected":false},"author":16,"featured_media":1770,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[],"tags":[],"class_list":{"0":"post-1769","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"cs-entry","8":"cs-video-wrap"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Con el perd\u00f3n de Kotler - Kalot<\/title>\n<meta name=\"description\" content=\"McDonald\u00b4s, IBM, General Motors, Sony, Apple y la favorita Coca-Cola; 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Si es as\u00ed, me\u2026","rel":"","context":"Entrada similar ","block_context":{"text":"Entrada similar ","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2015\/07\/DIPLOMADO-EN-FINANZAS-PARA-NO-FINANCIEROS_795x350px-copy.png?fit=795%2C350&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2015\/07\/DIPLOMADO-EN-FINANZAS-PARA-NO-FINANCIEROS_795x350px-copy.png?fit=795%2C350&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2015\/07\/DIPLOMADO-EN-FINANZAS-PARA-NO-FINANCIEROS_795x350px-copy.png?fit=795%2C350&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2015\/07\/DIPLOMADO-EN-FINANZAS-PARA-NO-FINANCIEROS_795x350px-copy.png?fit=795%2C350&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":16306,"url":"https:\/\/kalot.com.mx\/site\/2014\/05\/22\/google-la-marca-mas-valiosa-del-2014\/","url_meta":{"origin":1769,"position":4},"title":"Google: La marca mas valiosa del 2014","author":"Samuel Arriaga","date":"22 mayo, 2014","format":false,"excerpt":"Google, si Google, la exitosa firma de internet logro quitarle el puesto a Apple como la marca mas valiosa del mundo, de acuerdo con el estudio BrandZ realizado por la firma Millward Brown Google es la marca mas valiosa del mundo. 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Yo me considero un fiel amante del cine pero se que no\u2026","rel":"","context":"Con 3 comentarios","block_context":{"text":"Con 3 comentarios","link":"https:\/\/kalot.com.mx\/site\/2014\/03\/01\/nuevo-cine-mexicano\/#comments"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/03\/image.jpg?fit=300%2C300&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/posts\/1769","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/users\/16"}],"replies":[{"embeddable":true,"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/comments?post=1769"}],"version-history":[{"count":0,"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/posts\/1769\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/media\/1770"}],"wp:attachment":[{"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/media?parent=1769"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/categories?post=1769"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kalot.com.mx\/site\/wp-json\/wp\/v2\/tags?post=1769"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}