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Comunicaciones de mercadeo en relaciones industriales

Author

Listed:
  • JOSÉ MANUEL VILLAMARÍN GARCÍA
  • JULIÁN RAMÍREZ ANGULO

Abstract

el marketing industrial ha sido un campo que ha tenido un desarrollorelativamente bajo dentro de la teoría del marketing en general, esto encomparación con otras ramas de la materia. Pese a que sus principalesdesarrollos datan de varias décadas atrás, sus teorías y postulados siguenvigentes con el pasar de los anos. Por esta razón es muy poco lo que a partirde ello se ha formulado en épocas más recientes. Con base en lo anterior, elpresente artículo tiene el objetivo de inducir a los lectores a reflexionar sobrenuevas formas de llevar a cabo las comunicaciones en el sector industrial yaque, como se examinará, es un campo complejo que exige diferentes nivelesde acercamiento y contacto con los actores interrelacionados. todo ellopartiendo de los avances tecnológicos y conceptuales que han permeadolas comunicaciones durante los siglos veinte y veintiuno, representados porla era de la computación y por los desarrollos que esta ha traído consigo.

Suggested Citation

  • José Manuel Villamarín García & Julián Ramírez Angulo, 2013. "Comunicaciones de mercadeo en relaciones industriales," Revista Criterio Libre, Universidad Libre - Sede Principal, June.
    • Handle: RePEc:col:000370:010846
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    File URL: http://criteriolibre.unilibre.edu.co/index.php/clibre/article/view/136
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    More about this item

    Keywords

    Centro de compra; marketing industrial; marketing digital; redes sociales;
    All these keywords.

    JEL classification:

    • D70 - Microeconomics - - Analysis of Collective Decision-Making - - - General
    • 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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