El marketing está cambiando: un modelo econométrico sobre marketing y nuevas tecnologías

Change management has always been a topic of vital importance in the managerial sector, and it is more, when this change refers to the technological ambience, the effect is even more dramatic. In this article we will see how the technological change that has supposed the irruption of the Internet phenomenon has affected the way of doing marketing of companies, going on from the traditional marketing to what is named e-marketing. Later we show a censored micro-econometric model with sample selection bias that analyses the influence that different variables exercise on the percentage of expense in innovation dedicated to marketing. The final conclusion is that the expense in marketing is higher for the companies that have been catalogued as innovators in technology in relation to those that are not. Also, it increases other variables increase as the employment of the company, the volume of sales, the volume of expense in innovation, or the percentage of the turnover corresponding to introduced or sensitively improved products. Keywords: technological change, emarketing, qualitative choice models, sample selection bias.