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Marketing de emociones: la forma para lograr fidelidad de los clientes

Author

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  • Hernán Darío Cadavid Gómez

Abstract

El artículo analiza los elementos que conforman el marketing y haceénfasis en la necesidad de involucrar, en el largo plazo, el marketingemocional y la fidelidad de los clientes como su pilar fundamental, ycomo condición para comprender y atender los mercados de una manera competitiva y oportuna. Después, se presenta la propuesta de definición formulada por la American Marketing Asociation (AMA), sobre la cual se fundamenta el desarrollo posterior de este artículo.

Suggested Citation

  • Hernán Darío Cadavid Gómez, 2004. "Marketing de emociones: la forma para lograr fidelidad de los clientes," Revista Semestre Económico, Universidad de Medellín, May.
    • Handle: RePEc:col:000217:005586
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    File URL: http://revistas.udem.edu.co/index.php/economico/article/view/1143/1111
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