La aplicación del marketing relacional en mercados masivos de América Latina: estudio de casos en el Perú.

José Wakabayashi; Haydee Oblitas

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A aplicação do marketing relacional em mercados massivos da América Latina: estudo de casos no Peru

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Edição: v. 14 n. 23 (2012): (Julho-Dezembro)

Seção Artigos

Palavras-chave: CLV marketing marketing relacional marketing transacional consumo massivo.

Autores

José Wakabayashi
Universidad ESAN

Haydee Oblitas
Universidad ESAN. Perú.

Resumo

O marketing relacional surge em uma tentativa por superar as limitações do marketing transacional e tem como objetivo o desenvolvimento e conservação de relações a longo prazo com os clientes mediante a satisfação e criação de um melhor valor do mesmo. No entanto, na prática não se conhece com precisão a forma em que se tem aplicado em mercados de consumo massivo na América Latina, especificamente no Peru. Em vista disso, realizou-se um estudo de casos múltiplos em três empresas na cidade de Lima, sendo o resultado mais importante evidência da coexistência dos paradigmas transacional e relacional no campo aplicativo do marketing e não a esperada evolução do primeiro à o segundo.

Biografia do Autor

José Wakabayashi, Universidad ESAN

Director Maestría en Marketing, Universidad ESAN. Perú.

Haydee Oblitas, Universidad ESAN. Perú.

Asistente de investigación, Universidad ESAN.

Como Citar

Wakabayashi, J., & Oblitas, H. (2013). A aplicação do marketing relacional em mercados massivos da América Latina: estudo de casos no Peru. Revista Universidad Y Empresa, 14(23), 71–90. Recuperado de https://revistas.urosario.edu.co/index.php/empresa/article/view/2445

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