¿Cuáles son las variables clave en la adopción del marketing de relaciones? Una investigación en el contexto colombiano

What are the Key Variables in the Adoption of Relationship Marketing? A Research in the Colombian Context;
Quais são as variáveis chave na adoção do marketing de relações? Uma pesquisa no contexto colombiano

dc.creatorSalazar, César Augusto
dc.date.accessioned2018-03-07T14:38:56Z
dc.date.available2018-03-07T14:38:56Z
dc.date.created2018-03-07T14:38:56Z
dc.date.issued2015
dc.identifierhttp://repository.urosario.edu.co/handle/10336/16914
dc.description.abstractThe purpose of this research is to discover the key variables in the application of relationship marketing in Colombian companies. A comparative instrument is applied to companies belonging to different industries and of different sizes in that country, in two waves or periods: the first, referred to as “wave 1”, covers the years 2003 and 2004; the second, called “wave 2”, covers the years 2010 and 2011. The technique used to validate the construct proposed was the factorial analysis of the principal components.
dc.languagespa
dc.publisherUniversidad del Rosario
dc.relationhttps://revistas.urosario.edu.co/index.php/empresa/article/view/4200/3062
dc.rightshttp://creativecommons.org/licenses/by-nc/4.0
dc.rightsinfo:eu-repo/semantics/openAccess
dc.rightsAbierto (Texto completo)
dc.rightsCopyright (c) 2015 Universidad & Empresa
dc.sourceUniversidad & Empresa" Journal; Vol. 16, Núm. 27 (2014): (julio-diciembre); 63-79
dc.sourceUniversidad & Empresa; Vol. 16, Núm. 27 (2014): (julio-diciembre); 63-79
dc.source2145-4558
dc.source0124-4639
dc.source10.12804/rev.univ.empresa.27.2014
dc.sourceinstname:Universidad del Rosario
dc.sourcereponame:Repositorio Institucional EdocUR
dc.subjectEstrategias de marketing
dc.subjectmarketing
dc.subjectmarketing de relaciones
dc.subjectvariables de marketing.
dc.title¿Cuáles son las variables clave en la adopción del marketing de relaciones? Una investigación en el contexto colombiano
dc.titleWhat are the Key Variables in the Adoption of Relationship Marketing? A Research in the Colombian Context
dc.titleQuais são as variáveis chave na adoção do marketing de relações? Uma pesquisa no contexto colombiano
dc.typearticle


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