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La clientela: valor intangible del marketing, fondo de comercio y su importancia en la asociación de capitales

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  • Hugo de Rojas Gómez

Abstract

El objetivo central es enfatizar la importancia, particularmente en países en desarrollo, de la valoración (o precio) de la clientela de la empresa, a partir de su consideración como un valor intangible en su entorno comercial y financiero, vinculado al marketing, fondo de comercio y también a la asociación de capitales. En el ámbito central de marketing, se encuentra el proceso de retención y captación de clientes, donde se puede estimar la valoración de la Cartera de Clientes (o Fondo de Clientela) a través del cálculo del Valor de Vida del Cliente (VVC) intermediarios o consumidores finales de los productos /servicios de la empresa, que son fieles y rentables para ella, los que constituyen su clientela.

Suggested Citation

  • Hugo de Rojas Gómez, 2019. "La clientela: valor intangible del marketing, fondo de comercio y su importancia en la asociación de capitales," Observatorio de la Economía Latinoamericana, Servicios Académicos Intercontinentales SL. Hasta 31/12/2022, issue 251, january.
    • Handle: RePEc:erv:observ:y:2019:i:251:36
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    la clientela de la empresa.;

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