La aplicación del marketing relacional en mercados masivos de América Latina: estudio de casos en el Perú.
Barra lateral del artículo
Contenido principal del artículo
Descargas
José Wakabayashi, Universidad ESAN
Director Maestría en Marketing, Universidad ESAN. Perú.Haydee Oblitas, Universidad ESAN. Perú.
Asistente de investigación, Universidad ESAN.Alet, J. (2004), Marketing relacional: cómo obtener clientes leales y rentables, Barcelona: Gestión.
Bordonaba, J. & Polo, Y. (2007), “Marketing de relaciones en los canales de distribución: un análisis empírico”. En: Cuadernos de economía y dirección de la Empresa, 29: 5-30.
Boulding, W. et al. (2005), “A customer relationship management roadmap: what is known, potential pitfalls, and where to go”. En: Journal of Marketing, 69: 155-166.
Callaghan, M. & Shaw, R. (2002), Relationship orientation: towards an antecedent model of trust in marketing relationships (Special Papers), Melbourne: Victoria Deakin University.
Eisenhardt, K. (1989), “Building theories from case study research”. En: Victoria Deakin University (eds.) Academy of Management.
Glasser, B. & Strauss, A. (1967), The discovery of grounded theory: strategies por qualitative research, New York: Aldine Publishing Company.
Gupta, S. & Lehmann, D. (2003), “Customer as assets”. En: Journal of Interactive Marketing, 17, 1: 9-14.
Jain, D. & Singh, S. (2002), “Customer lifetime value research in marketing: a review and future directions”. En: Journal of Interactive Marketing, 16, 2: 34-46.
Kotler, P. & Armstrong, G. (2005), Principles of Marketing, Nueva Jersey: Prentice Hall.
Kracklauer, A., Passenheim, O. & Seifert, D. (2001), “Mutual customer approach: how industry and trade are executing collaborative customer relationship management”. En: International Journal of Retail y Distribution, 29, 1: 515-519.
Krasnikov, A.; Satish, J. & V. Kumar (2009), “The Impact of CRM Technology on Cost and Profit Efficiencies: Evidence from U.S. Commercial Banking Industry”. En: Journal of Marketing [unpublished].
Marshall, C. & Rossman, G. (1999), Designing qualitative research, Londres: Sage.
Matthes, J. & Kohring, M. (2008), “The Content Analysis of Media Frames: Toward Improving Reliability and Validity”. En: Journal of Communication, 58, 2: 258-279.
Meyer-Waarden, L. (2008), “The influence of loyalty program membership on customer purchase behavior”. En: European Journal of Marketing, 42, 1-2: 87-114.
Miles, M. & Huberman, M. (1994), Qualitative Data Analysis – An Expanded Sourcebook, Newbury Park, CA: Sage.
Neuendorf, K. (2002), The Content Analysis Guide Book, London: Sage.
Patton, M. (1990), Qualitative Evaluation and Research Methods, Newbury Park, CA: Sage.
Reinartz, W. & Kumar, V. (2000), “On the profitability of long-life customers in a non-contractual setting: an empirical investigation and implications for marketing”. En: Journal of Marketing, 64, 4: 17-35.
Rust, R., Zeithaml, V. & Lemon, K. (2000), Driving customer equity: how customer lifetime value is reshaping corporate strategy, Nueva York: The Free Press.
Rust, R., Lemon, K. & Zeithaml, V. (2004), “Return on marketing: using customer equity to focus marketing strategy”. En: Journal of Marketing 68: 109-127.
Sánchez, M., Gil, I. & Mollá, A. (2000), “Estatus del marketing de relaciones”. En: Revista Europea de Dirección y Economía de la Empresa, 9, 3: 47-64.
Schoell, W. & Guiltinan, J. (1991), Mercadotecnia, conceptos y prác ticas modernas. México D. F.: Prentice-Hall Hispanoamericana.
Sheth, J. & Parvatiyar, A. (2000). Handbook of Relationship Marketing, California: Sage. Stake, R. (1994), Case studies. Handbook of Qualitative Research, Thousand Oaks, CA: Sage.
Strauss, A. & Corbin, J. (1998), Basics of Qualitative Research Techniques and Procedures for Developing Grounded Theory, 2.a ed., London: Sage.
Swift, R. (2001), Accelerating Customer Relationships: Using CRM and Relationship Technologies, Upper Saddle River: PrenticeHall. Yin, R. (1994), Case study research. Design and methods. Londres: Sage.