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espanolLa construccion de centros comerciales como consecuencia del aumento de la participacion de grandes marcas de productos y servicios, consiente que en esos escenarios se puedan implementar y fortalecer acciones de marketing de experiencias o sensorial que, a traves de los sentidos, permitan generar reacciones positivas en los clientes. Este articulo tiene como objetivo caracterizar la percepcion de los decisores de los centros comerciales en la ciudad de Barranquilla, Colombia, sobre la aplicacion de acciones de marketing sensorial, con el proposito de dar una vision general sobre estas practicas en doce centros comerciales seleccionados. Para el presente estudio se realizo una investigacion descriptiva, no experimental, transversal, con enfoque mixto, a traves del metodo de analisis. En efecto se utilizo como tecnica la revision documental y la encuesta. Los resultados obtenidos incluyen una reflexion de las estrategias de marketing sensorial que deben ser fortalecidas para incrementar la competitividad, productividad y rentabilidad, considerando el alto crecimiento del sector retail en Colombia. Se concluye que la musica, la iluminacion y los olores son las acciones de marketing que enfatizan los decisores en la industria retail, siendo percibidos como una estrategia que genera mejores resultados en ventas y afianza la comunicacion con los clientes. EnglishThe construction of shopping centers as a consequence of the increase in the participation of large brands of products and services, allows that in those scenarios, experience or sensorial marketing actions can be implemented and strengthened that, through the senses, allow generating positive reactions in the clients. This article aims to characterize the perception of the decision makers of the shopping centers in the city of Barranquilla, Colombia, about the application of sensory marketing actions, with the purpose of giving an overview of these practices in twelve selected shopping centers. For the present study, a descriptive, non-experimental, cross-sectional research was carried out, with a mixed approach, through the analysis method. In effect, the documentary review and the survey were used as a technique. The results obtained include a reflection of the sensory marketing strategies that must be strengthened to increase competitiveness, productivity and profitability, considering the high growth of the retail sector in Colombia. It is concluded that music, lighting and smells are the marketing actions that decision makers in the retail industry emphasize, being perceived as a strategy that generates better sales results and strengthens communication with customers.

Percepción de los decisores de centros comerciales sobre aplicación de acciones de marketing