La gestión integrada del conocimiento del consumidor. Caso aplicado a la Planificación Estratégica en España

Abstract

This article discusses the importance of consumer in advertising and the consumer knowledge for effective communication and his loyalty. That knowledge must be transverse and the different professionals must work in harmony. In advertising, strategic planners are consumer representatives through research and knowledge management. The literature review has been applied to the analysis of the reality of strategic planners in Spain. This study emphasizes their relationship with others in the business communication process to discover if there is an integrated knowledge management of the consumer.