{"id":73295,"date":"2019-05-30T20:07:20","date_gmt":"2019-05-30T20:07:20","guid":{"rendered":"https:\/\/raed.academy\/?p=73295"},"modified":"2019-06-12T17:45:07","modified_gmt":"2019-06-12T17:45:07","slug":"quantum-marketing","status":"publish","type":"post","link":"https:\/\/raed.academy\/en\/quantum-marketing\/","title":{"rendered":"Quantum marketing"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; admin_label=&#8221;section&#8221; _builder_version=&#8221;3.22.3&#8243;][et_pb_row admin_label=&#8221;row&#8221; _builder_version=&#8221;3.22.3&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;3.0.47&#8243;][et_pb_text admin_label=&#8221;Text&#8221; _builder_version=&#8221;3.22.7&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221;]<\/p>\n<h2>Josep Alet, precursor of relational marketing in Spain, joins the Royal Academy<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-72163\" src=\"https:\/\/raed.academy\/wp-content\/uploads\/2019\/05\/acto-ingreso-RAED-Josep-Alet-Vilagines-16.jpg\" alt=\"Josep Alet i Vilagin\u00e9s\" width=\"270\" height=\"385\" \/><a href=\"https:\/\/raed.academy\/en\/academicians\/dr-josep-alet-vilagines\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Josep Alet<\/strong><\/a>, doctor in Economic Sciences and a precursor of relational marketing in Spain, entered at the<strong> Royal European Academy of Doctors-Barcelona 1914<\/strong> (RAED) as corresponding academician during a ceremony that took place on May 21st in the Assembly Hall of Catalan labor <a href=\"http:\/\/www.foment.com\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Promotion of National Work<\/strong><\/a>, headquarters of the RAED. The recipient read the admission speech <a href=\"https:\/\/raed.academy\/wp-content\/uploads\/2019\/05\/discurso-ingreso-Josep-Alet-Marketing-Cuantico-un-nuevo-paradigma-compr.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>&#8220;Marketing cu\u00e1ntico, un nuevo paradigma de marketing para dar un salto en la gesti\u00f3n de los clientes&#8221;<\/strong><\/a> (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 <a href=\"https:\/\/raed.academy\/en\/academicians\/dr-rafael-i-barraquer-compte\/dr-pedro-claros-blanch-3\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Pedro Clar\u00f3s<\/strong><\/a>.<\/p>\n<p>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. &#8220;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&#8221;, Alet begins his study.<\/p>\n<p>The new academician testifies that in the field of marketing it&#8217;s only feasible to build very simplified models of reality to create approximations about its functioning and understanding, but with low predictive capacity. &#8220;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&#8221;.<\/p>\n<div class=\"subtituloIz\"><span>\u201d<\/span>Marketing must change to be effective, from enriching people&#8217;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&#8217;s a member and where it lives, contexts that influence and define it in a decisive way&#8221;<\/div>\n<p>Alet&#8217;s approach is based on bringing five physical principles to this area of \u200b\u200beconomics: 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. &#8220;Marketing must change to be effective, from enriching people&#8217;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&#8217;s a member and where it lives, contexts that influence and define it in a decisive way&#8221;. 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. &#8220;Now that we are talking about the huge untapped potential of quantum mechanics applied to marketing it&#8217;s good to remember the appointment of Einstein: &#8216;We can not solve problems using the same kind of thinking we use when we create them&#8217;. Let&#8217;s take advantage of the enormous potential we have. We all count, we are all interwoven and we can improve the world, our world &#8220;, concludes the new academician.<\/p>\n<h3><a href=\"https:\/\/raed.academy\/wp-content\/uploads\/2019\/05\/discurso-ingreso-Josep-Alet-Marketing-Cuantico-un-nuevo-paradigma-compr.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Admission speech<\/a><\/h3>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;1&#8243; _builder_version=&#8221;3.22.7&#8243;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;3.22.7&#8243;][et_pb_gallery gallery_ids=&#8221;72118,72121,72124,72127,72130,72133,72136,72139,72145,72142,72148,72151,72157,72160,72169,72172&#8243; posts_number=&#8221;16&#8243; show_title_and_caption=&#8221;off&#8221; show_pagination=&#8221;off&#8221; zoom_icon_color=&#8221;#6b5d38&#8243; hover_overlay_color=&#8221;rgba(255,255,255,0.7)&#8221; _builder_version=&#8221;3.22.7&#8243; z_index_tablet=&#8221;500&#8243; custom_css_gallery_item=&#8221;padding: 2px;&#8221; locked=&#8221;off&#8221;][\/et_pb_gallery][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Josep Alet, precursor of relational marketing in Spain, joins the Royal Academy Josep 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 [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":72679,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"<h2>Josep Alet, precursor de la mercadotecnia relacional en Espa\u00f1a, ingresa en la Real Academia<\/h2><p><img class=\"alignright wp-image-72163\" src=\"https:\/\/raed.academy\/wp-content\/uploads\/2019\/05\/acto-ingreso-RAED-Josep-Alet-Vilagines-16.jpg\" alt=\"Josep Alet i Vilagin\u00e9s\" width=\"270\" height=\"385\" \/><br \/><a href=\"https:\/\/raed.academy\/academicos\/dr-josep-alet-vilagines\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Josep Alet<\/strong><\/a>, doctor en Ciencias Econ\u00f3micas y precursor del marketing relacional en Espa\u00f1a, ingres\u00f3 como acad\u00e9mico correspondiente de la <strong>Real Academia Europea de Doctores-Barcelona 1914<\/strong> (RAED) durante una ceremonia que se celebr\u00f3 el pasado 21 de mayo en el Sal\u00f3n de Actos de <a href=\"http:\/\/www.foment.com\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Fomento del Trabajo Nacional<\/strong><\/a>, sede de la RAED. El recipiendario ley\u00f3 el discurso de ingreso <a href=\"https:\/\/raed.academy\/wp-content\/uploads\/2019\/05\/discurso-ingreso-Josep-Alet-Marketing-Cuantico-un-nuevo-paradigma-compr.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>\"Marketing cu\u00e1ntico, un nuevo paradigma de marketing para dar un salto en la gesti\u00f3n de los clientes\"<\/strong><\/a>. Le respondi\u00f3 en nombre de la Real Corporaci\u00f3n el acad\u00e9mico de n\u00famero y vicepresidente de la Junta de Gobierno <a href=\"https:\/\/raed.academy\/academicos\/dr-pedro-claros-blanch\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Pedro Clar\u00f3s<\/strong><\/a>.<\/p><p>En su trabajo, el nuevo acad\u00e9mico aborda las inesperadas pero interesantes relaciones que tienen \u00e1mbitos aparentemente tan distantes como la econom\u00eda y la f\u00edsica, y en particular dos de sus \u00e1mbitos m\u00e1s concretos: el marketing y la f\u00edsica de part\u00edculas. \"La mec\u00e1nica cu\u00e1ntica ha sido un referente con el que me he ido topando desde hace casi treinta a\u00f1os en la construcci\u00f3n de mi tesis sobre marketing relacional cuando aparec\u00eda una referencia a que en las ciencias f\u00edsicas se hab\u00eda desarrollado un paradigma precursor y paralelo al que estaba planteado en marketing, donde las entidades se defin\u00edan a partir de las relaciones entre ellas m\u00e1s que por sus propiedades. As\u00ed pues, me he decidido a abordar lo que ha significado la ciencia cu\u00e1ntica y, especialmente, lo que puede implicar para el desarrollo del marketing en el futuro. Los principios fundamentales de la mec\u00e1nica cu\u00e1ntica resultan \u00fatiles y efectivos para dar respuesta al cliente individual y de m\u00e1xima relevancia en la transformaci\u00f3n digital que est\u00e1n viviendo los negocios, la sociedad y la econom\u00eda en su conjunto\", inicia Alet su estudio.<\/p><p>El nuevo acad\u00e9mico atestigua que en el campo del marketing s\u00f3lo es factible construir unos modelos muy simplificados de la realidad para crear aproximaciones sobre su funcionamiento y comprensi\u00f3n, pero con baja capacidad predictiva. \"El comportamiento humano es el eje clave para analizar lo que sucede en el mercado y llegar a entender las personas y sus actos, para luego predecir el futuro y gestionar de forma efectiva los recursos empresariales y sociales. As\u00ed pues, integrar el avance cient\u00edfico obtenido en la mec\u00e1nica cu\u00e1ntica al mundo del marketing puede permitir dar un salto sustancial en comprensi\u00f3n y efectividad\".<\/p><div class=\"subtituloIz\">\u201dEl marketing debe cambiar para ser efectivo, desde el enriquecimiento de perspectivas m\u00faltiples de las personas. Debe comprender la persona como cliente individual con sus particularidades que son al mismo tiempo definidas por formar parte de una red de relaciones, de comunidades de la que es miembro y d\u00f3nde vive, contextos que le influyen y le definen de forma determinante\u201d<\/div><p>El planteamiento de Alet parte de llevar a este \u00e1mbito de la econom\u00eda cinco principios f\u00edsicos: el principio de cuantificaci\u00f3n, el principio de indeterminaci\u00f3n, el principio de incertidumbre, el principio de superposici\u00f3n y el principio de entrelazamiento. Unos postulados que define y adapta a lo largo de su discurso para llegar a la conclusi\u00f3n de que suponen un buen m\u00e9todo para construir un nuevo modelo de marketing. \"El marketing debe cambiar para ser efectivo, desde el enriquecimiento de perspectivas m\u00faltiples de las personas. Debe comprender la persona como cliente individual con sus particularidades que son al mismo tiempo definidas por formar parte de una red de relaciones, de comunidades de la que es miembro y d\u00f3nde vive, contextos que le influyen y le definen de forma determinante\".<\/p><p>Alet asegura que se puede construir un marketing que d\u00e9 respuesta efectiva a las necesidades de las personas en cada momento, aprovechando las capacidades de nuevos ecosistemas digitales y generando riqueza individual y colectiva. \"Ahora que estamos hablando del enorme potencial no aprovechado de la mec\u00e1nica cu\u00e1ntica aplicada al marketing es bueno recordar la frase de Einstein: 'no podemos resolver los problemas utilizando el mismo tipo de pensamiento que usamos cuando los creamos'. Aprovechemos el enorme potencial que est\u00e1 disponible, todos contamos, todos somos parte entrelazada y podemos mejorar el mundo, nuestro mundo\", concluye el nuevo acad\u00e9mico.<\/p><h3><a href=\"https:\/\/raed.academy\/wp-content\/uploads\/2019\/05\/discurso-ingreso-Josep-Alet-Marketing-Cuantico-un-nuevo-paradigma-compr.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Discurso de ingreso<\/a><\/h3><p>[gallery type=\"divi\" link=\"file\" columns=\"4\" size=\"full\" ids=\"72118,72121,72124,72127,72130,72133,72136,72139,72142,72145,72148,72151,72157,72160,72169,72172\"]<\/p>","_et_gb_content_width":"","footnotes":""},"categories":[144,238],"tags":[476],"class_list":["post-73295","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-acts-admission-academicians","category-economic-and-business","tag-academicians-income","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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