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César Augusto Salazar

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.

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Salazar, C. A. (2015). ¿Cuáles son las variables clave en la adopción del marketing de relaciones? Una investigación en el contexto colombiano. Revista Universidad Y Empresa, 16(27), 63-79. https://doi.org/10.12804/rev.univ.empresa.27.2014.02

César Augusto Salazar, Thinking Marketing Intelligence -TESI Colombia.

Doctorado en Nuevas Tendencias en Dirección de Empresas de la Universidad de León España. Profesor de posgrado en múltiples Universidades en Colombia (Externado de Colombia, CESA, Sabana, entre otras) y profesor invitado en la Universidad de León (España). Gerente General de Thinking Marketing Intelligence -TESI Colombia, para la región Andina de Naciones.

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