Three professors gather the new concepts of Marketing in a dictionary

Communication professors Ángeles Rubio, Pilar Sánchez and Esther González have just published the 'New Marketing Dictionary', which brings together in one volume concepts related to new markets and the digital society.

Raul Garcia Hemonnet

Words like 'influencer', 'landing page', 'vending' or 'storytelling', among others, have come to stay and shape a marketing universe that redefines this discipline. Concepts like these are those that are collected in the work of the three URJC teachers, which aims to be a tool for teachers and students.

For one of the authors, the Marketing and Communication professor, Ángeles Rubio, the dictionary contributes “an effort to unify terms in a manageable way, and precision, likewise, of the varied meanings of a single term, through collaborative work of the authors”. Secondly, the teacher points out, "it offers the new marketing approach, which is not based on persuasion and quick sales, but on the contrary, a philosophy, a science and a discipline, which permeates the entire organization, and whose commercial function is based on the creation of value for the client”.

The objective of this dictionary, published by the Dykinson publishing house, is to offer the reader a review of the new concepts that come to marketing from the new media, social networks and the digital society.

Consumer experience and Corporate Social Responsibility

For Ángeles Rubio, the terms that are changing Marketing at the moment are those that “have to do with this new perspective of creating value for consumers. That is, in the areas related to Corporate Social Responsibility; with the consumer experience, and within this perception, neuromarketing and experiential marketing (senses, emotions, meaning and recreation); and, finally, as has already been said, those related to 'e-commerce and 'e-marketing'”.

All these new concepts define a Marketing that is moving, according to Ángeles Rubio, towards "a horizon that has nothing to do with that popularized opinion of being the architect of false needs or of a persuasion contrary to the interests of consumers" In a society where the educational level and consumer information has increased significantly, he points out, "the New Marketing, ensures the generation of value for the company and consumers, using a non-invasive communication, but permission, and ensuring the satisfaction of all the corporate body of the company, not just the shareholders”, says Ángeles Rubio.