Theoretical-conceptual approach to inclusive marketing: a perspective from sensory disabilities

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Publicado: may. 2, 2024
DOI: https://doi.org/10.21676/23897848.5674
Palabras clave:
Marketing, Inclusive Marketing, Sensory Disabilities, Inclusion, Accessibility

Contenido principal del artículo

Laura Hincapié-Naranjo
Catholic University of Pereira
https://orcid.org/0009-0009-5755-3777
Sara Torres-Sarria
Catholic University of Pereira
https://orcid.org/0009-0003-4519-3897
Mónica Yuleni Castro-Peña
Catholic University of Pereira
https://orcid.org/0000-0002-4963-8959
John Eider Vásquez-Hernández
Catholic University of Pereira
https://orcid.org/0000-0002-8758-8948

Resumen

Individuals with sensory disabilities encounter barriers to communication and accessibility within the market due to the lack of inclusive marketing strategies. This oversight infringes on this demographic's rights by failing to provide the necessary means to satisfy their needs, partly due to the limited access to information and knowledge about more inclusive marketing. Researchers chose a theoretical-conceptual approach to understand inclusive marketing, discussing the role that people with sensory disabilities have had within. This study employs statistical techniques and qualitative judgments based on bibliographic findings from a systematic search in the Scopus and Web of Science databases, utilizing the Core of Science tool. The study successfully identified a very narrow line of understanding between social marketing and inclusive marketing, establishing discussions and conclusions about the perception of inclusion in marketing and the vulnerable segments towards which the strategies and concepts developed so far have been directed.

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Cómo citar
Hincapié-Naranjo, L., Torres-Sarria, S., Castro-Peña, M. Y., & Vásquez-Hernández, J. E. (2024). Theoretical-conceptual approach to inclusive marketing: a perspective from sensory disabilities. Clío América, 18(35), 126–139. https://doi.org/10.21676/23897848.5674
Número
Vol. 18 Núm. 35 (2024): enero - junio 2024 Volumen Temático - Artículos Cienciométricos. Editor Invitado - PhD. Sebastián Robledo Giraldo
Sección
Artículo de Revisión
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Biografía del autor/a

Laura Hincapié-Naranjo, Catholic University of Pereira

Professional

Sara Torres-Sarria, Catholic University of Pereira

Professional

Mónica Yuleni Castro-Peña, Catholic University of Pereira

PhD

John Eider Vásquez-Hernández, Catholic University of Pereira

MSc.

Citas

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