<?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>2594-0163</journal-id>
<journal-title><![CDATA[Mercados y negocios]]></journal-title>
<abbrev-journal-title><![CDATA[Merc. negocios]]></abbrev-journal-title>
<issn>2594-0163</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Centro Universitario de Ciencias Económico Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2594-01632024000100003</article-id>
<article-id pub-id-type="doi">10.32870/myn.vi51.7713</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Maintaining Your Marketing Competitiveness Through Marketing Innovations]]></article-title>
<article-title xml:lang="es"><![CDATA[Manteniendo la competitividad en marketing a través de innovaciones de marketing]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Church]]></surname>
<given-names><![CDATA[Nancy J.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,State University of New York at Plattsburgh  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Estados Unidos</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>04</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>04</month>
<year>2024</year>
</pub-date>
<volume>25</volume>
<numero>51</numero>
<fpage>3</fpage>
<lpage>30</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2594-01632024000100003&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2594-01632024000100003&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2594-01632024000100003&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT A revolution is occurring in marketing today due to the application of artificial intelligence (AI) to various marketing tasks and functions. In addition, marketing innovations are taking place on Web 3.0, in the Metaverse, in virtual and augmented reality, in omnichannel marketing, in social media, in video marketing, in live streaming, in connected and addressable TV, in voice and visual search, in influencer marketing, in how advertising budgets are allocated, in social shopping, and additional credentials for marketing professionals in a dynamic profession. Marketing professionals and marketing professors must prioritize pursuing continuous education in their field due to the dynamic nature and complex changes in marketing technology and media options.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Hoy en día se está produciendo una revolución en el marketing debido a la aplicación de la inteligencia artificial (IA) a diversas tareas y funciones de marketing. Además, se están produciendo innovaciones de marketing en la Web 3.0, en el Metaverso, en la realidad virtual y aumentada, en el marketing omnicanal, en las redes sociales, en el vídeo marketing, en la transmisión en vivo, en la televisión conectada y direccionable, en la búsqueda visual y por voz, en marketing de influencers, en cómo se asignan los presupuestos publicitarios, en compras sociales y credenciales adicionales para los profesionales del marketing en una profesión dinámica. Los profesionales y profesores de marketing deben priorizar la educación continua en su campo debido a la naturaleza dinámica y los cambios complejos en la tecnología de marketing y las opciones de medios.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Artificial Intelligence]]></kwd>
<kwd lng="en"><![CDATA[Metaverse]]></kwd>
<kwd lng="en"><![CDATA[VR]]></kwd>
<kwd lng="en"><![CDATA[influencer marketing]]></kwd>
<kwd lng="en"><![CDATA[live streaming]]></kwd>
<kwd lng="en"><![CDATA[social shopping]]></kwd>
<kwd lng="en"><![CDATA[voice search]]></kwd>
<kwd lng="en"><![CDATA[visual search]]></kwd>
<kwd lng="en"><![CDATA[video shorts]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
<kwd lng="en"><![CDATA[M30]]></kwd>
<kwd lng="es"><![CDATA[Inteligencia artificial]]></kwd>
<kwd lng="es"><![CDATA[Metaverso]]></kwd>
<kwd lng="es"><![CDATA[realidad virtual]]></kwd>
<kwd lng="es"><![CDATA[marketing de influencers]]></kwd>
<kwd lng="es"><![CDATA[transmisión en vivo]]></kwd>
<kwd lng="es"><![CDATA[compras sociales]]></kwd>
<kwd lng="es"><![CDATA[búsqueda por voz]]></kwd>
<kwd lng="es"><![CDATA[búsqueda visual]]></kwd>
<kwd lng="es"><![CDATA[videos cortos]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
<kwd lng="es"><![CDATA[M30]]></kwd>
</kwd-group>
</article-meta>
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