El Insight como estrategia de marca en las publicaciones científicas

Abstract

The application of insight is very necessary in the field of marketing. Therefore, this research aims to analyze it as a brand strategy in articles published in databases such as Esbsco, ScienceDirect, Latindex, Scielo, Scopus, Proquest and Doaj. The applied methodology is based on the systematic review of the literature using descriptors and search and inclusion criteria for the analysis. Screening is also applied, which has allowed to discard documents by the journal from which they come, leaving 110 articles, only 40. Likewise, the quantitative analysis has shown that 33% of the articles are found in journals written in Esbsco While the qualitative inquiry is aimed at reflecting on the opportunities it generates and the use that large companies give to these documents. It is concluded that insight is essential for any type of communications and marketing strategy within the organization, since it allows to reformulate the paradigms themselves and connect with their stakeholders.