Editorial 

Welcome to the March editorial of Revista Mercadotecnia y Ventas. Thank you very much for your support for the February issue.

In the March issue we talk about why we are in marketing and sales. Our cover story is: are you in marketing because you chose it, or because you simply ended up there? I share part of my story, how I came from communications and landed in marketing.

We have an article for students titled: how do you know that marketing and sales is for you? It is a good exercise for students to think about the future that awaits them if they decide to continue in marketing and sales.

We also have an article for professors: do you know marketing, but do you know how to teach it? It is a reflection on the art of teaching marketing and sales.

We added a new article for academic researchers: for whom do you do academic research? For academia? For industry? Or for the market?

We continue with our article for practitioners: why do you work in marketing and sales? And we added a new type of article for executives: what kind of Chief Marketing Officer do you want to be?

We close with our case study. This month's case is about the Chief Marketing Officer of the brand Coach, Joon Silverstein, who comes from the field of anthropology and has completely transformed the brand.

We hope you enjoy the magazine. As always, we want to hear from you — your feedback, your ideas, your suggestions.

And remember: in marketing and sales we always need to generate value. Enjoy the magazine.

Dr. Carlos Valdez

Editor-in-Chief

(carlos.valdez@mercadotecniayventas.com)