Uso y efectividad de la relación estratégica comunitaria y el marketing en empresas del sector aeronáutico
Nieto Rivera, Sergio Alfonso
The community strategic relationship seeks to attract and retain customers through the understanding of customers within their social context, that is, a marketing strategy that seeks lasting customer relationships through the development of the communities, in which they are embedded, thus achieving benefits for both parties, company and community, and a sustainable business relationship along the time. This work seeks to determine the use and effectiveness of the community strategic relationship and the marketing in the aeronautic sector, passing through the identification of the marketing strategies, community concepts and the use of community strategies within the sector. To determine this, Avianca was used as a sample in the period 2004-2014 and a relation between its marketing and its social actions with the community strategies was sought, nevertheless the results showed that there’s not a community strategic relationship in the company, while managing community concepts in its social projects.