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Divulgación: Marketing Relacional como Factor para la Competitividad

Author

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  • Francisca Sánchez de Dusso

    (Magíster. Directora de Cientibeca. Facultad de Ciencias Económicas (UNL))

  • María Inés Garbarino

    (Cientibecaria. Facultad de Ciencias Económicas (UNL))

Abstract

Durante los últimos años ha venido creciendo el interés por el estudio del marketing relacional focalizado en el establecimiento de relaciones a largo plazo con los consumidores, dejando atrás al concepto del marketing desde una perspectiva sólo transaccional. Sin embargo muy poco ha sido investigado sobre la aplicación de este nuevo paradigma en empresas de mediana y pequeña envergadura. El objetivo del presente trabajo es describir cómo el marketing relacional puede contribuir al desarrollo de las pequeñas y medianas empresas de nuestra región. Este artículo se enmarca en un estudio mayor en el que se realizará una bajada empírica.

Suggested Citation

  • Francisca Sánchez de Dusso & María Inés Garbarino, 2009. "Divulgación: Marketing Relacional como Factor para la Competitividad," Ciencias Económicas, Facultad de Ciencias Económicas UNL, vol. 7(2), pages 75-84, December.
    • Handle: RePEc:rcf:wpaper:v:7:y:2009:i:2:p:75-84
    DOI: http://www.dx.doi.org/10.14409/ce.v2i11.1142
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