<?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>2739-0063</journal-id>
<journal-title><![CDATA[Revista InveCom]]></journal-title>
<abbrev-journal-title><![CDATA[Revista InveCom]]></abbrev-journal-title>
<issn>2739-0063</issn>
<publisher>
<publisher-name><![CDATA[Asociación Investigadores Venezolanos de la Comunicación]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2739-00632026000102016</article-id>
<article-id pub-id-type="doi">10.5281/zenodo.15249937</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Marketing 360° en la transformación de modelos estratégicos a las nuevas dinámicas del consumidor]]></article-title>
<article-title xml:lang="en"><![CDATA[360° marketing in the transformation of strategic models to the new dynamics of the consumer]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Callan Bacilio]]></surname>
<given-names><![CDATA[Richard]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Solórzano Peña]]></surname>
<given-names><![CDATA[Sammer Kelmer]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sánchez López]]></surname>
<given-names><![CDATA[José Alberto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rivera López]]></surname>
<given-names><![CDATA[Cecilia del Pilar]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Herrada Salazar]]></surname>
<given-names><![CDATA[Stephany Vanessa]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Delgado Cih]]></surname>
<given-names><![CDATA[Dulce María de Jesús]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Huánuco  ]]></institution>
<addr-line><![CDATA[Huánuco ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Huánuco  ]]></institution>
<addr-line><![CDATA[Huánuco ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Tecnológico Nacional de México. ITS de Escárcega  ]]></institution>
<addr-line><![CDATA[Escárcega ]]></addr-line>
<country>México</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad de Huánuco  ]]></institution>
<addr-line><![CDATA[Huánuco ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af5">
<institution><![CDATA[,Universidad de Huánuco  ]]></institution>
<addr-line><![CDATA[Huánuco ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af6">
<institution><![CDATA[,Tecnológico Nacional de México. ITS de Escárcega  ]]></institution>
<addr-line><![CDATA[Escárcega ]]></addr-line>
<country>México</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>03</month>
<year>2026</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>03</month>
<year>2026</year>
</pub-date>
<volume>6</volume>
<numero>1</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_arttext&amp;pid=S2739-00632026000102016&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_abstract&amp;pid=S2739-00632026000102016&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_pdf&amp;pid=S2739-00632026000102016&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Esta investigación tuvo como objetivo analizar la transformación del marketing 360° en la adaptación de modelos estratégicos a las nuevas dinámicas del consumidor. Se empleó un enfoque cuantitativo, con diseño no experimental y alcance descriptivo. Para ello, se encuestó a 100 consumidores de una empresa peruana representativa del sector alimentario, y los datos fueron analizados mediante el software SPSS versión 25. Los resultados evidenciaron una presencia digital moderada y una baja recordación de estrategias tradicionales, lo que resalta la necesidad de una integración más eficaz de los canales de comunicación. Se concluye que una estrategia omnicanal bien estructurada, centrada en la optimización de la segmentación y la personalización de contenidos, permite mejorar la interacción con el consumidor y fortalecer el posicionamiento de las empresas en un mercado altamente competitivo.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This research aimed to analyze the transformation of 360° marketing in the adaptation of strategic models to new consumer dynamics. A quantitative approach was used, with a non-experimental design and descriptive scope. To do this, 100 consumers from a Peruvian company representative of the food sector were surveyed, and the data were analyzed using the SPSS version 25 software. The results showed a moderate digital presence and low recall of traditional strategies, which highlights the need for a more effective integration of communication channels. It is concluded that a well-structured omnichannel strategy, focused on the optimization of segmentation and personalization of content, allows improving interaction with the consumer and strengthening the positioning of companies in a highly competitive market.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[marketing 360°]]></kwd>
<kwd lng="es"><![CDATA[estrategias digitales]]></kwd>
<kwd lng="es"><![CDATA[estrategias tradicionales]]></kwd>
<kwd lng="en"><![CDATA[360° marketing]]></kwd>
<kwd lng="en"><![CDATA[digital strategies]]></kwd>
<kwd lng="en"><![CDATA[traditional strategies]]></kwd>
</kwd-group>
</article-meta>
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