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Gestión estratégica de una cartera de clientes industriales en un contexto relacional

Author

Listed:
  • Cambra Fierro, Jesús J.

Abstract

Este trabajo pretende mostrar la importancia que, en el contexto de los mercados industriales, tiene una buena gestión de la cartera de clientes. Las peculiaridades propias de estos mercados, así como la tendencia general de la disciplina del marketing, parecen recomendar la creación, desarrollo y mantenimiento de relaciones de intercambio estables y duraderas, ofreciendo soluciones individualizadas a las necesidades concretas de cada cliente. Sin embargo, las empresas también tienen clientes que no resultan interesantes desde el punto de vista de rentabilidad.

Suggested Citation

  • Cambra Fierro, Jesús J., 2005. "Gestión estratégica de una cartera de clientes industriales en un contexto relacional," Revista de Dirección y Administración de Empresas, Universidad del País Vasco - Escuela Universitaria de Estudios Empresariales de San Sebastián.
    • Handle: RePEc:ehu:rdadme:11036
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    File URL: https://addi.ehu.es/handle/10810/11036
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