<?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>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202021000500526</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Inbound marketing como enfoque estratégico en el contexto de las Start-ups tecnológicas dirigidas a negocios]]></article-title>
<article-title xml:lang="en"><![CDATA[Inbound marketing as a strategic approach in the context of technological start-ups aimed at businesses]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[García Mendoza]]></surname>
<given-names><![CDATA[Carmen]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Kishimoto Pinillos]]></surname>
<given-names><![CDATA[Luis]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Macarachvili]]></surname>
<given-names><![CDATA[Andrés]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Pontificia Universidad Católica del Perú  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Perú</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>10</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>10</month>
<year>2021</year>
</pub-date>
<volume>13</volume>
<numero>5</numero>
<fpage>526</fpage>
<lpage>533</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202021000500526&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202021000500526&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202021000500526&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Este artículo discute la adopción del enfoque Inbound Marketing por parte de startups de tecnología dedicadas a proveer servicios B2B. Para poder desarrollar este tema, se parte de una discusión respecto al concepto del marketing y su evolución a lo largo de los años y como este es adaptable a distintos contextos, haciendo hincapié en el ecosistema startup. Asimismo, se desarrolla sobre tendencias tecnológicas que afectan o tienen repercusión en el marketing y la relación con los clientes. Es así que se distingue prioritariamente tres tendencias: machine learning, inteligencia artificial y big data. En segundo lugar, se aborda el marketing desde un contexto digital y con enfoque de Inbound Marketing, profundizando en este a partir de cómo se desarrolla su proceso, sus ventajas y las principales herramientas que utiliza. En tercer lugar, B2B y cómo el inbound marketing supone una oportunidad para este tipo de organizaciones se inicia una discusión sobre cómo se aborda el marketing digital dentro del contexto de startups.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT This article discusses the adoption of the Inbound Marketing approach by technology startups dedicated to providing B2B services. In order to develop this topic, a discussion regarding the concept of marketing, and its evolution over the years and how it is adaptable to different contexts, emphasizing the startup ecosystem is presented. Technological trends that affect or have an impact on marketing are developed, finding three trends: machine learning, artificial intelligence and big data. Second, authors address marketing from a digital context considering the Inbound Marketing approach, based on how it develops its process, advantages and the main tools it uses. Third, a discussion begins on how digital marketing is approached within the context of B2B startups and how Inbound Marketing represents an opportunity for this type of organization.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Marketing, marketing digital]]></kwd>
<kwd lng="es"><![CDATA[inbound marketing]]></kwd>
<kwd lng="es"><![CDATA[B2B]]></kwd>
<kwd lng="es"><![CDATA[emprendimientos]]></kwd>
<kwd lng="es"><![CDATA[servicios]]></kwd>
<kwd lng="en"><![CDATA[Marketing]]></kwd>
<kwd lng="en"><![CDATA[digital marketing]]></kwd>
<kwd lng="en"><![CDATA[inbound marketing]]></kwd>
<kwd lng="en"><![CDATA[B2B]]></kwd>
<kwd lng="en"><![CDATA[startups]]></kwd>
<kwd lng="en"><![CDATA[services]]></kwd>
</kwd-group>
</article-meta>
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