<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2528-7907</journal-id>
<journal-title><![CDATA[Revista San Gregorio]]></journal-title>
<abbrev-journal-title><![CDATA[Revista San Gregorio]]></abbrev-journal-title>
<issn>2528-7907</issn>
<publisher>
<publisher-name><![CDATA[Universidad San Gregorio de Portoviejo ]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2528-79072020000300216</article-id>
<article-id pub-id-type="doi">10.36097/rsan.v1i40.1388</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La necesidad de los estudios semióticos en el marketing.]]></article-title>
<article-title xml:lang="en"><![CDATA[The necessary semiotic study in marketing.]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Andraus Quintero]]></surname>
<given-names><![CDATA[César Enrique]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Lazo Pastó]]></surname>
<given-names><![CDATA[Orlando Rafael]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Limonta Más]]></surname>
<given-names><![CDATA[Rauny Javier]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad San Gregorio de Portoviejo  ]]></institution>
<addr-line><![CDATA[ Manabí]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad San Gregorio de Portoviejo  ]]></institution>
<addr-line><![CDATA[ Manabí]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad San Gregorio de Portoviejo  ]]></institution>
<addr-line><![CDATA[ Manabí]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2020</year>
</pub-date>
<numero>40</numero>
<fpage>216</fpage>
<lpage>231</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S2528-79072020000300216&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S2528-79072020000300216&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S2528-79072020000300216&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen En la sociedad actual es incomprensible que el marketing trate de eludir los estudios semióticos, teniendo en cuenta que este fenómeno, se encuentra inmerso en significados culturales que le aportan sentido a su existencia y a la relación con objetos y contextos que le rodean. Dentro de las estrategias del marketing, se encuentra el desarrollo de producto; proceso que incluye: generación de ideas; test de concepto y producto; desarrollo del producto; marketing de prueba y comercialización. Esta fase es esencial para desarrollar estudios de significación; sin embargo, las empresas generalmente omiten la aplicación de estudios de significados por sus costos, o porque la praxis mercadológica desconoce el aporte semiótico en su ámbito. En tal sentido, el objetivo de este estudio fue analizar la importancia de la implementación de estudios semióticos en el marketing, específicamente en el desarrollo de productos. Para esto se desarrolló un estudio cualitativo basado en la revisión teórica de la literatura consultada sobre la temática. Los principales resultados obtenidos muestran que en efecto a nivel de la teoría hay un reconocimiento del aporte de los estudios semióticos en el campo del marketing, pero que esto se tiene muy poco en cuenta al momento de la práctica.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract In the current complex society is beyond comprehension that marketing tries to avoid the semiotic studies, taking into account that this phenomenon, among others, is immerse in a scheme of cultural meanings that bring sense to its existence and to the relation with objects and contexts around it. Among the decisive strategies in marketing there is product development, process that involves the creation of ideas; the conceptual and product tests; product development, trial marketing and commercialization. This stage is essential to develop studies of significance. However, companies normally omit the application of studies of meanings due to their costs, or because the market praxis ignores semiotic contribution in its field. In this regard, the objective of this study was to analyse the importance of the implementation of the semiotic studies in marketing, specifically in product development. For this reason, it was developed a qualitative study, based on the theoretical revision of the researched literature about the topic. The main findings collected show that indeed to the theory level, there is an acknowledgement of the contribution of the semiotic studies on the marketing field, but this is not kept in mind at the time of its praxis.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Desarrollo de productos]]></kwd>
<kwd lng="es"><![CDATA[comercialización]]></kwd>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[semiótica]]></kwd>
<kwd lng="es"><![CDATA[significación del producto]]></kwd>
<kwd lng="en"><![CDATA[Merchandising]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[product development]]></kwd>
<kwd lng="en"><![CDATA[semiotics]]></kwd>
<kwd lng="en"><![CDATA[product significance]]></kwd>
</kwd-group>
</article-meta>
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