Z7_89C21A40LGRJC0A6CAE7SVL2O1
Portal U de A - Cabezote - WCV(JSR 286)
Acciones
Z7_89C21A40LGRJC0A6CAE7SVL2K1
EnlaceInteres - Udea - JSR(286)
Acciones
Z7_89C21A40LGRJC0A6CAE7SVL240
Signpost
Acciones
Fichas
Z7_NQ5E12C0LO02E0QOBJGLM10OC2
Research Group on Marketing
Acciones
Research group
Spanish
Research Group on Marketing
Academic Unit: Faculty of Economics
OECD
Area
Social sciences
Subarea
Economics and business
Strategic Focus
We are a team passionate about marketing. We intend to generate and transfer knowledge on the creation, communication, delivery, and exchange of high-value proposals for customers, consumers, stakeholders, and the society in general. IMARK’s academic and professional activity focuses on marketing strategies, brand experiences, services logic and co-creation of value for clients, loyalty dynamics, adaptation to technology, and resistance of individuals to innovation.
Research Lines and/or Areas
- Branding and brand value.
- Consumer behavior.
- Marketing strategies.
- Sales management and organizational behavior.
- New technologies applied to marketing.
Sustainable Development Goals (SDGs)
Group Coordinator
Juan Fernando Tavera Mesías PhD, MSc
PhD in Administration and Organizations.
Universidad de Antioquia, Colombia.
Scientific Cooperation
Collaborative Relationships
- American Marketing Association (AMA): The most relevant academic association for academics and professionals worldwide.
- Ramapo College: An institution with which we are currently working on research on topics related to mobile banking.
Highlighted Projects
Acceptance of e-commerce in Colombia.
Loyalty to customer loyalty programs in Colombia.
Banking, technology, and people.
Key Research Findings
- Mafé, C. R., Blas, S. S., and Tavera‐Mesías, J. F. (2010). A comparative study of mobile messaging services acceptance to participate in television programmes. Journal of service Management.
- van Klyton, A., Tavera-Mesías, J. F., & Castaño-Muñoz, W. (2020). Digital local information services in developing countries: Evidence from Colombia. Journal of Librarianship and Information Sci.
- van Klyton, A., Tavera-Mesías, J. F., & Castaño-Muñoz, W. (aprobado con correcciones 2020). Value Co-Creation and Co-Destruction in the First Cashless Society in Colombia. Information, Technology and People.
Services and/or Products Portfolio
- We offer services such as marketing intelligence applying both qualitative methods (focal groups, ethnography, netnography, in-depth interview, among others), and quantitative methods (ad-hoc surveys, big data and analytics applied to marketing); planning and design of marketing plans, campaigns, brands, experiences; accompaniment and execution of plans associated with marketing and commercial execution; innovation and marketing.
More Information
Z7_89C21A40LGRJC0A6CAE7SVL241
Portal U de A - Redes Sociales - WCV(JSR 286)
Acciones
Z7_89C21A40LGRJC0A6CAE7SVL2K0
Footer - Udea - JSR(286)
Acciones
Z7_89C21A40LGRJC0A6CAE7SVL2K2
Portal UdeA - Iconos Footer - WCV(JSR 286)
Acciones