The Application of Relational Marketing in Latin American Mass Consumer Markets: A Case Study in Peru

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Issue: Vol. 14 No. 23 (2012): (July-December)
Section Articles


Keywords: CLV relational marketing transactional marketing mass consumption.

Main Article Content

Authors

José Wakabayashi
Universidad ESAN
Haydee Oblitas
Universidad ESAN. Perú.

Abstract

Relational marketing appeared as an attempt to overcome the constraints of transactional marketing, aiming to develop and preserve long term relations with clients by satisfying their needs and increasing value. In practice, however, there is no accurate understanding of the way the Relational Marketing has been applied in Latin American mass consumer markets and in particular, Peru. In response, a multiple case study was conducted, compiling and analyzing data from three companies in Lima, Peru, to determine the applications of these marketing paradigms. The most significant findings reveal that in applicative fields the transactional and relational paradigms are applied simultaneously, thus denying any potential evolution from the former to the latter.
Author Biographies

José Wakabayashi, Universidad ESAN

Director Maestría en Marketing, Universidad ESAN. Perú.

Haydee Oblitas, Universidad ESAN. Perú.

Asistente de investigación, Universidad ESAN.
How to Cite
Wakabayashi, J., & Oblitas, H. (2013). The Application of Relational Marketing in Latin American Mass Consumer Markets: A Case Study in Peru. Revista Universidad Y Empresa, 14(23), 71–90. Retrieved from https://revistas.urosario.edu.co/index.php/empresa/article/view/2445
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