<?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>2414-8938</journal-id>
<journal-title><![CDATA[Academo (Asunción)]]></journal-title>
<abbrev-journal-title><![CDATA[Acad. (Asunción)]]></abbrev-journal-title>
<issn>2414-8938</issn>
<publisher>
<publisher-name><![CDATA[Universidad Americana ]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2414-89382021000100101</article-id>
<article-id pub-id-type="doi">10.30545/academo.2021.ene-jun.9</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Marketing basado en la fe: Conexión entre religión y negocios]]></article-title>
<article-title xml:lang="en"><![CDATA[Faith-based marketing: Connection between religion and business]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Salas-Canales]]></surname>
<given-names><![CDATA[Hugo Jesús]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Científica del Sur  ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Peru</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<volume>8</volume>
<numero>1</numero>
<fpage>101</fpage>
<lpage>108</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_arttext&amp;pid=S2414-89382021000100101&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_abstract&amp;pid=S2414-89382021000100101&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_pdf&amp;pid=S2414-89382021000100101&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN A lo largo de su existencia, el ser humano siempre ha tenido la necesidad de creer en la existencia de un ente superior a él, dando origen a la religión. La definición de esta última ha ido evolucionando y con el paso del tiempo, ha despertado el interés de diversas organizaciones dispuestas a satisfacer las demandas de los consumidores (llamados fieles), ocasionando la influencia de la religión en el marketing, la cual data de fines del siglo XVIII. Dicha situación ha originado posteriormente la aparición del marketing basado en la fe, como una vertiente del marketing enfocada en la comercialización de bienes y servicios de carácter religioso, atendiendo las necesidades de este tipo de consumidor. Para el presente artículo de revisión, se ha realizado una exhaustiva búsqueda bibliográfica y tuvo como objetivo, desarrollar un marco teórico sobre el marketing basado en la fe a través del desarrollo de sus conceptos más relevantes; además, se pudo detectar la escasez de información en lengua española sobre esta temática. Se pudo concluir que la religión ejerce un rol muy importante en el comportamiento del consumidor del siglo XXI, dándole forma a los mercados globales.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT Throughout his existence, the human has always had the need to believe in the existence of an entity superior to him, giving rise to religion. The definition of that has evolved and over time, has aroused the interest of various organizations willing to meet the demands of consumers (called faithful people), leading to the influence of religion in marketing, which dates back to the end of the 18th century. This situation has led to the emergence of faith-based marketing, as an aspect of marketing focused on the commercialization of goods and services of a religious nature, responding the needs of this type of consumer. For this review article, an exhaustive bibliographic search was carried out with the purpose of developing a theoretical framework about faith-based marketing through the development of its most relevant concepts; in addition, it was possible to detect the scarcity of information on this subject in Spanish. It was concluded that religion plays a very important role in the consumer behavior of the 21st century, shaping global markets.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Marketing]]></kwd>
<kwd lng="es"><![CDATA[religión]]></kwd>
<kwd lng="es"><![CDATA[psicología de la religión]]></kwd>
<kwd lng="es"><![CDATA[comportamiento del consumidor]]></kwd>
<kwd lng="en"><![CDATA[Marketing]]></kwd>
<kwd lng="en"><![CDATA[religion]]></kwd>
<kwd lng="en"><![CDATA[psychology of religion]]></kwd>
<kwd lng="en"><![CDATA[consumer behavior]]></kwd>
</kwd-group>
</article-meta>
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