El concepto de marketing bajo el paradigma relacional: Una agenda para Latinoamerica

El concepto de marketing bajo el paradigma relacional: Una agenda para Latinoamerica

This paper presents an analysis about the marketing situation in Latin America as well as implications with the globalization. It presents a reflexion related to the necessity of rethinking the marketing conceptualization considering the advances and challenges in the regional companies. It consider...

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Bibliographic Details
Main Authors: Cavazos, J., A.C. Giuliani
Format: Article
Language:English
Published: Universidad Autónoma de Nuevo León 2008-01-01
Series:Innovaciones de Negocios
Subjects:
Cibermarketing
information technology
relational marketing
transactional marketing
Online Access:http://www.web.facpya.uanl.mx/rev_in/Revistas/5.1/A8.pdf
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spelling doaj-56ac0013847c43a7a0b7b8ee082a07452020-11-24T23:14:06ZengUniversidad Autónoma de Nuevo LeónInnovaciones de Negocios2007-11912008-01-0151101118El concepto de marketing bajo el paradigma relacional: Una agenda para Latinoamerica Cavazos, J.0 A.C. Giuliani 1Universidad Popular Autonoma del Estado de PueblaUniversidad Popular Autonoma del Estado de PueblaThis paper presents an analysis about the marketing situation in Latin America as well as implications with the globalization. It presents a reflexion related to the necessity of rethinking the marketing conceptualization considering the advances and challenges in the regional companies. It considers the characteristics of dynamic markets demanding customization. The need in the usage of new technologies is pointed out, and the adoption of new approaches, such as Relationship Marketing, in which there is a proposal for a new discipline paradigm. http://www.web.facpya.uanl.mx/rev_in/Revistas/5.1/A8.pdfCibermarketinginformation technologyrelational marketingtransactional marketing
collection DOAJ
language English
format Article
sources DOAJ
author Cavazos, J.
A.C. Giuliani
spellingShingle Cavazos, J.
A.C. Giuliani
El concepto de marketing bajo el paradigma relacional: Una agenda para Latinoamerica
Innovaciones de Negocios
Cibermarketing
information technology
relational marketing
transactional marketing
author_facet Cavazos, J.
A.C. Giuliani
author_sort Cavazos, J.
title El concepto de marketing bajo el paradigma relacional: Una agenda para Latinoamerica
title_short El concepto de marketing bajo el paradigma relacional: Una agenda para Latinoamerica
title_full El concepto de marketing bajo el paradigma relacional: Una agenda para Latinoamerica
title_fullStr El concepto de marketing bajo el paradigma relacional: Una agenda para Latinoamerica
title_full_unstemmed El concepto de marketing bajo el paradigma relacional: Una agenda para Latinoamerica
title_sort el concepto de marketing bajo el paradigma relacional: una agenda para latinoamerica
publisher Universidad Autónoma de Nuevo León
series Innovaciones de Negocios
issn 2007-1191
publishDate 2008-01-01
description This paper presents an analysis about the marketing situation in Latin America as well as implications with the globalization. It presents a reflexion related to the necessity of rethinking the marketing conceptualization considering the advances and challenges in the regional companies. It considers the characteristics of dynamic markets demanding customization. The need in the usage of new technologies is pointed out, and the adoption of new approaches, such as Relationship Marketing, in which there is a proposal for a new discipline paradigm.
topic Cibermarketing
information technology
relational marketing
transactional marketing
url http://www.web.facpya.uanl.mx/rev_in/Revistas/5.1/A8.pdf
work_keys_str_mv AT cavazosj elconceptodemarketingbajoelparadigmarelacionalunaagendaparalatinoamerica
AT acgiuliani elconceptodemarketingbajoelparadigmarelacionalunaagendaparalatinoamerica
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