<?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>2683-2690</journal-id>
<journal-title><![CDATA[The Anáhuac journal]]></journal-title>
<abbrev-journal-title><![CDATA[The Anáhuac j.]]></abbrev-journal-title>
<issn>2683-2690</issn>
<publisher>
<publisher-name><![CDATA[Universidad Anáhuac del Sur S.C., Facultad de Economía y Negocios]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-26902022000100098</article-id>
<article-id pub-id-type="doi">10.36105/theanahuacjour.2022v22n1.04</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Reconociendo el customer journey mapping como clave para generar estrategias de mercadotecnia precisas, innovadoras y centradas en el cliente en México]]></article-title>
<article-title xml:lang="en"><![CDATA[Recognizing customer journey mapping as key to generating accurate, innovative, and customer-focused marketing strategies in Mexico]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[González Urbán]]></surname>
<given-names><![CDATA[Mónica Guadalupe]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Class Technologies Inc.  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2022</year>
</pub-date>
<volume>22</volume>
<numero>1</numero>
<fpage>98</fpage>
<lpage>117</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-26902022000100098&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-26902022000100098&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-26902022000100098&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La transformación digital acelerada de las empresas, el comportamiento cambiante del consumidor local y los planes de mercadotecnia directa y digitales tuvieron que transformarse durante la pandemia. Esto obligó a las empresas a replantear su estrategia de mercadotecnia para continuar siendo efectivas y mantener o atraer a sus clientes. Sin importar el tamaño de la empresa, el producto o la industria a la que pertenecen, muchas de estas no se ocuparon de trazar el camino real que recorren sus clientes para llegar a su puerta. El objetivo de esta investigación es identificar si el mapeo del customer journey aplicado en organizaciones globales es conocido y reconocido en las empresas en México como herramienta clave de la estrategia de mercadotecnia. Se realiza una revisión de la teoría disponible y una investigación cuantitativa en la población activa en puestos de marketing de empresas en México. Los resultados mostraron que 46 % no conoce el customer journey de su cliente actual o lo conocen más o menos, y que 83 % de los encuestados está interesado en aprender a mapearlo para realizar estrategias y tácticas de mercadotecnia más precisas, innovadoras y centradas en el cliente.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The accelerated digital transformation of businesses, changing local consumer behavior, and digital and direct marketing plans had to be transformed during the pandemic. This forced companies to rethink their marketing strategy to remain effective and retain or attract their customers. Regardless of the size of the company, the product, or the industry to which they belong, many of them did not care to trace the real path that their customers travel to reach them. The objective of this research is to identify if the mapping of the customer journey applied in global organizations is known and recognized in companies in Mexico as a key tool of marketing strategy. A review of the available theory and quantitative research on the workforce in marketing positions of companies in Mexico is carried out. The results showed that 46 % don&#8217;t know the actual customer journey of their customers and 83 % say that they are interested to know how to map the customer journey to carry out more precise, innovative, and customercentric marketing strategies and tactics.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[customer journey]]></kwd>
<kwd lng="es"><![CDATA[mapa]]></kwd>
<kwd lng="es"><![CDATA[estrategia]]></kwd>
<kwd lng="es"><![CDATA[mercadotecnia]]></kwd>
<kwd lng="es"><![CDATA[innovación]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
<kwd lng="en"><![CDATA[customer journey]]></kwd>
<kwd lng="en"><![CDATA[map]]></kwd>
<kwd lng="en"><![CDATA[strategy]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[innovation]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
</kwd-group>
</article-meta>
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