The Application of Relational Marketing in Latin American Mass Consumer Markets: A Case Study in Peru;
A aplicação do marketing relacional em mercados massivos da América Latina: estudo de casos no Peru

dc.creatorWakabayashi, José
dc.creatorOblitas, Haydee
dc.date.accessioned2018-03-07T14:39:23Z
dc.date.available2018-03-07T14:39:23Z
dc.date.created2018-03-07T14:39:23Z
dc.date.issued2013
dc.identifierhttp://repository.urosario.edu.co/handle/10336/17082
dc.description.abstractRelational marketing appeared as an attempt to overcome the constraints of transactional marketing, aiming to develop and preserve long term relations with clients by satisfying their needs and increasing value. In practice, however, there is no accurate understanding of the way the Relational Marketing has been applied in Latin American mass consumer markets and in particular, Peru. In response, a multiple case study was conducted, compiling and analyzing data from three companies in Lima, Peru, to determine the applications of these marketing paradigms. The most significant findings reveal that in applicative fields the transactional and relational paradigms are applied simultaneously, thus denying any potential evolution from the former to the latter.
dc.languagespa
dc.publisherUniversidad del Rosario
dc.relationhttps://revistas.urosario.edu.co/index.php/empresa/article/view/2445/2055
dc.rightshttp://creativecommons.org/licenses/by-nc/4.0
dc.rightsinfo:eu-repo/semantics/openAccess
dc.rightsAbierto (Texto completo)
dc.rightsCopyright (c) 2014 Revista Universidad & Empresa
dc.sourceUniversidad & Empresa" Journal; Vol. 14, Núm. 23 (2012): (julio-diciembre); 71-90
dc.sourceUniversidad & Empresa; Vol. 14, Núm. 23 (2012): (julio-diciembre); 71-90
dc.source2145-4558
dc.source0124-4639
dc.sourceinstname:Universidad del Rosario
dc.sourcereponame:Repositorio Institucional EdocUR
dc.subjectCLV
dc.subjectmarketing
dc.subjectmarketing
dc.subjectmarketing relacional
dc.subjectmarketing relacional
dc.subjectCLV
dc.subjectmarketing transaccional
dc.subjectmarketing transacional
dc.subjectconsumo masivo.
dc.subjectconsumo massivo.
dc.titleLa aplicación del marketing relacional en mercados masivos de América Latina: estudio de casos en el Perú.
dc.titleThe Application of Relational Marketing in Latin American Mass Consumer Markets: A Case Study in Peru
dc.titleA aplicação do marketing relacional em mercados massivos da América Latina: estudo de casos no Peru
dc.typearticle


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