Glosario

Glosario de términos

A

• Automatización del marketing
• Análisis DAFO

B

• Buyer persona
• Bounce rate

C

• CTA
• Conversión

Referencias

• American Marketing Association. Dictionary. American Marketing Association. https://www.ama.org/resources/marketing-dictionary/ Consultado el 09 de 06 de 2026.
• Kotler, P., & Keller, K. L. Marketing Management. Pearson. https://www.pearson.com/us/higher-education/program/Kotler-Marketing-Management-15th-Edition/PGM332978.html Consultado el 09 de 06 de 2026.
• Harvard Business Review. Marketing Analytics: A Practical Guide to Real Marketing Science. Harvard Business Publishing. https://hbr.org/ Consultado el 09 de 06 de 2026.
• Google Scholar. Marketing Glossary and Terms. Google Scholar. https://scholar.google.com/ Consultado el 09 de 06 de 2026.
• Effie Worldwide. Glossary of Marketing Terms. Effie Worldwide. https://www.effie.org/resources/glossary Consultado el 09 de 06 de 2026.

Bibliografía

• Kotler, P., & Keller, K. L. (2016). Dirección de marketing. Pearson.
• Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice. Pearson.
• Rust, R. T., & Huang, M.-H. (2014). The Service Revolution and the Transformation of Marketing Science. Marketing Science Institute.
• Armstrong, G., & Kotler, P. (2017). Marketing: An Introduction. Pearson.
• Wedel, M., & Kannan, P. K. (2016). Marketing Analytics for Data-Rich Environments. Journal of Marketing.
• Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being. Pearson.
• Lamb, C. W., Hair, J. F., & McDaniel, C. (2018). MKTG. Cengage Learning.