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Construyendo marcas. El futuro es de quienes construyen marcas de renombre

Author

Listed:
  • Eduardo Ruíz Tellez

    (Instituto Tecnológico de Celaya)

  • Carmen Alarcon Romano

Abstract

Cuando una firma encuentra el hilo conductor entre su marca y los valores que necesita cubrir un consumidor al comprar un bien, como lo han hecho Coca Cola, Marlboro y American Express, entonces, con seguridad le habrá ganado la batalla a sus competidores. Los productos son valorados por los clientes por lo que simbolizan, más que por su desempeño y cuando esta valoración permite a una empresa conservar su dominio en el mercado entonces hablamos de marcas líderes, indica Douglas B. Holt, uno de los expertos más famosos de Marketing en el mundo.

Suggested Citation

  • Eduardo Ruíz Tellez & Carmen Alarcon Romano, 2006. "Construyendo marcas. El futuro es de quienes construyen marcas de renombre," Ravista Raites antes Panorama Administrativo Journal, Red de Investigación en Administración de la Innovación Tecnológica, Económica y Sustentable - Instituto Tecnológico de Celaya, Departamento de Ciencias Económico Administrativas, vol. 1(1), pages 43-45, December.
  • Handle: RePEc:cey:panora:v:1:y:2006:i:1:p:43-45
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    More about this item

    Keywords

    Marketing; Marcas Comerciales;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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