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Escuchando El Consejo De Churchill Gastos De Marketing En Época De Crisis

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  • Jesús Alejandro Gartner Trejos

Abstract

En época de crisis muchas empresas empiezan a presentar deterioro de sus indicadores financieros, pues normalmente la demanda se contrae, por lo que las ventas bajarán y los inventarios se incrementarán, y como respuesta a tal situación las compañías se verán inmersas en una “guerra de precios”, que ocasionará disminución del mismo, ampliación de los plazos de pago, en general cambios en la política comercial de la compañía, que generarán que los márgenes continúen aminorándose y la rentabilidad también pueda deteriorarse.

Suggested Citation

  • Jesús Alejandro Gartner Trejos, 2010. "Escuchando El Consejo De Churchill Gastos De Marketing En Época De Crisis," Contribuciones a la Economía, Servicios Académicos Intercontinentales SL, issue 2010-01, January.
    • Handle: RePEc:erv:contri:y:2010:i:2010-01:11
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