<?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>0187-358X</journal-id>
<journal-title><![CDATA[Investigación bibliotecológica]]></journal-title>
<abbrev-journal-title><![CDATA[Investig. bibl]]></abbrev-journal-title>
<issn>0187-358X</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Instituto de Investigaciones Bibliotecológicas y de la Información]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0187-358X2018000400151</article-id>
<article-id pub-id-type="doi">10.22201/iibi.24488321xe.2018.77.57942</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[Redimensionamento do espaço e do tempo: a incerteza e os desafios da sociedade, da informação e do planejamento do marketing]]></article-title>
<article-title xml:lang="en"><![CDATA[Re-dimensioning space and time: The uncertainty and challenges in society, information and marketing planning]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Satur]]></surname>
<given-names><![CDATA[Roberto Vilmar]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pinho Neto]]></surname>
<given-names><![CDATA[Júlio Afonso Sá de]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Duarte]]></surname>
<given-names><![CDATA[Emeide Nóbrega]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade Federal da Paraíba Departamento de Mediações Interculturais ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brazil</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidade Federal da Paraíba  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brazil</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2018</year>
</pub-date>
<volume>32</volume>
<numero>77</numero>
<fpage>151</fpage>
<lpage>173</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0187-358X2018000400151&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0187-358X2018000400151&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0187-358X2018000400151&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: Este artículo tiene el objetivo de contextualizar lo que la posmodernidad reserva para la sociedad y para lo social, desde la perspectiva de la información y del marketing. La información, que ejerce la función esencial de alimentar las estrategias de marketing, cambia en conjunto con el ambiente, en consecuencia, si el ambiente es posmoderno, la información tendrá esas características también. Como el marketing actúa en el escenario vigente, necesita actualizarse para ese nuevo contexto adecuando todas sus formas de actuación. Considerando un ambiente donde el tiempo se ha transformado en el ahora, y el espacio es el aquí, queda una interrogación muy grande sobre si es posible todavía planificar en ese contexto. Los cambios tecnológicos han contribuido a acortar la perspectiva del tiempo y el espacio, de modo que se tiende a que todo sea pensado y hecho en ese contexto, incluso el marketing y su necesario uso de la información. Este artículo estudia algunas tendencias de ese ambiente posmoderno, de esos cambios y sus impactos en la perspectiva del marketing y de la información. Finaliza construyendo la perspectiva acerca de cómo debe ser concebida la planificación estratégica del marketing y el uso de la información en ese nuevo contexto social, en una construcción reflexiva que no descarta una de las principales características de la posmodernidad: la incertidumbre.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: This article aims to contextualize what postmodernity holds for society in terms of information and marketing planning. The information, which plays an essential role in development of marketing strategies, changes hand in hand with the environment. As such, if the environment is postmodern, the information will exhibit postmodern features as well. The way marketing works, including strategic planning, must be upgraded in order to operate in this current scenario. In an environment where time and space mean the here and now, we may well ask if planning is even possible. Technological changes have served to telescope both time and space, and this exerts impacts on how marketing exploits information. This paper therefore examines some of the features of this postmodern environment, contextualizing their impact on both marketing and information usage, concluding by offering perspectives on how to conceive of strategic planning of marketing and the use of information in this new context, which does not ignore uncertainty as a major feature of postmodernity.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Información]]></kwd>
<kwd lng="es"><![CDATA[Sociedad Posmoderna]]></kwd>
<kwd lng="es"><![CDATA[Espacio-tiempo]]></kwd>
<kwd lng="es"><![CDATA[Incertidumbre]]></kwd>
<kwd lng="es"><![CDATA[Marketing]]></kwd>
<kwd lng="en"><![CDATA[Information]]></kwd>
<kwd lng="en"><![CDATA[Postmodernity society]]></kwd>
<kwd lng="en"><![CDATA[Uncertainty]]></kwd>
<kwd lng="en"><![CDATA[Space-time]]></kwd>
<kwd lng="en"><![CDATA[Marketing]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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<year>1993</year>
<publisher-loc><![CDATA[Rio de Janeiro ]]></publisher-loc>
<publisher-name><![CDATA[Editora 34]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B29">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Weissberg]]></surname>
<given-names><![CDATA[J. L.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Real e virtual]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Parente]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<source><![CDATA[Imagem-Máquina: a era das tecnologias do virtual]]></source>
<year>1993</year>
<page-range>117-26</page-range><publisher-loc><![CDATA[Rio de Janeiro ]]></publisher-loc>
<publisher-name><![CDATA[Editora 34]]></publisher-name>
</nlm-citation>
</ref>
</ref-list>
</back>
</article>
