Josep Alet, precursor of relational marketing in Spain, joins the Royal Academy

Josep Alet i VilaginésJosep Alet, doctor in Economic Sciences and a precursor of relational marketing in Spain, entered at the Royal European Academy of Doctors-Barcelona 1914 (RAED) as corresponding academician during a ceremony that took place on May 21st in the Assembly Hall of Catalan labor Promotion of National Work, headquarters of the RAED. The recipient read the admission speech “Marketing cuántico, un nuevo paradigma de marketing para dar un salto en la gestión de los clientes” (Quantum marketing, a new marketing paradigm to make a leap in customer management). On behalf of the Royal Corporation answered the full academician and vicepresident of the Governing Board Pedro Clarós.

In his work, the new academician addresses the unexpected but interesting relationships that have seemingly distant areas such as economics and physics, and in particular two of its most specific areas: marketing and particle physics. “Quantum mechanics has been a benchmark with which I have been running for almost thirty years in the construction of my thesis on relational marketing when a reference appeared that in the physical sciences a precursor paradigm had been developed and parallel to what was raised in marketing, where entities were defined from the relationships between them rather than their properties. So, I decided to address what has meant quantum science and, especially, what it can mean for the development of marketing in the future. The fundamental principles of quantum mechanics are useful and effective in responding to the individual client and of maximum relevance in the digital transformation that businesses, society and the economy as a whole are experiencing”, Alet begins his study.

The new academician testifies that in the field of marketing it’s only feasible to build very simplified models of reality to create approximations about its functioning and understanding, but with low predictive capacity. “Human behavior is the key axis to analyze what happens in the market and get to understand people and their actions, to then predict the future and effectively manage business and social resources. So, integrate the scientific advance obtained in quantum mechanics the world of marketing can allow a substantial leap in understanding and effectiveness”.

Marketing must change to be effective, from enriching people’s multiple perspectives. It must understand the person as an individual client with its particularities that are at the same time defined by being part of a network of relationships, of communities of which it’s a member and where it lives, contexts that influence and define it in a decisive way”

Alet’s approach is based on bringing five physical principles to this area of ​​economics: the quantification principle, the indeterminacy principle, the uncertainty principle, the superposition principle and the entanglement principle. Some postulates that define and adapt throughout his speech to reach the conclusion that they are a good method to build a new marketing model. “Marketing must change to be effective, from enriching people’s multiple perspectives. It must understand the person as an individual client with its particularities that are at the same time defined by being part of a network of relationships, of communities of which it’s a member and where it lives, contexts that influence and define it in a decisive way”. Alet ensures that we can build a marketing that responds effectively to the needs of people at all times, taking advantage of the capabilities of new digital ecosystems and generating individual and collective wealth. “Now that we are talking about the huge untapped potential of quantum mechanics applied to marketing it’s good to remember the appointment of Einstein: ‘We can not solve problems using the same kind of thinking we use when we create them’. Let’s take advantage of the enormous potential we have. We all count, we are all interwoven and we can improve the world, our world “, concludes the new academician.

Admission speech

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