Publicación:

Marketing relacional como un factor competitivo para las pymes.

Resumen

The present work has as purpose to describe the relational marketing as a competitive factor of SMES, since in the field of current globalization formed by large companies who are in accordance to the innovation strategies, is relevant for Smes to work hand in hand with an effective methodology that allows you to remain current in the market despite being at a disadvantage with these, It is then, where the relational marketing enters play an important role, focusing its objective in the loyalty of customers to ensure profitable business, i.e., to achieve the long-term relationship by means of a consistent approach with the client to determine their needs and expectations with the service provided. An investigation was being carried out of a documentary ñaure, taking into account the positions of various authors such as Christopher; Dvoski (2004); Fajnzylber (2011); Porter (1990); likewise Kotler (1996); and Restrepo (2005) among others, that with their contributions allowed to reach the objective that motivated the investigation, Likewise conclude that a large part of the projects for Smes must be aimed at achieving the loyalty of customers since they are the ones who determine the flow of sale of the company and their income contributing to its financial stability. This is the basis that allows you to recommend to the companies, and in this case smes to make use of relational marketing and its tools that allow a complete study of the client in order to redesign their business proposals, promotion, advertising, and all the aspects that allow to extend the relationship with this.