Revista Universidad y Empresa

ISSN-e: 2145-4558

ISSN: 0124-4639 

¿Cuáles son las variables clave en la adopción del marketing de relaciones? Una investigación en el contexto colombiano

César Augusto Salazar

DOI: http://dx.doi.org/10.12804/rev.univ.empresa.27.2014.02

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Resumen


El objetivo de esta investigación es descubrir cuáles son las variables clave en la aplicación del marketing de relaciones en las empresas colombianas. Se aplica un instrumento comparativo a compañías pertenecientes a diferentes sectores y con distintos tamaños, en ese país, en dos olas: el primero, denominado ‘ola 1’, corresponde a los años 2003 y 2004; el segundo, denominado ‘ola 2’, corresponde a los años 2010 y 2011. La técnica utilizada para validar el constructo propuesto fue el análisis factorial de componentes principales.


Palabras clave


Estrategias de marketing; marketing; marketing de relaciones; variables de marketing.

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