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- Title
Estrategia de marketing en el sector de los servicios respondiendo a las necesidades de la empresa moderna.
- Authors
Santos-Suárez Pérez, Maylin
- Abstract
Scientific and technological advances have influenced today's society, where the rapid pace of life and constant communication through social networks, the tastes and needs of human beings are in constant transformation. Given this constantly changing environment, the modern company needs marketing as a fundamental management tool to satisfy the increasingly exigent needs of consumers. Nowadays, marketing plays an increasingly important role not only in the field of products but also in intangible services, travel, freight transportation, consulting, software, and others. It will be conditioned by the desires, dreams, desires of each consumer, creating an infinite universe of possibilities that change depending on the sector, the material, the particularity and the need, which imposes new challenges when developing an adequate marketing strategy for the service sector Marketing. In Cuba, is still a relatively incipient discipline of introduction in our companies. It constitutes a very important tool and it is considered, among the starting requirements for the development of Business Improvement process, that companies have a market to which direct their offers. This review focuses on the theoretical foundations found in national and international bibliographic sources referring to marketing in the services sector.
- Subjects
SERVICE industries; MARKETING management; FREIGHT &; freightage; MARKETING strategy; MARKETING
- Publication
Revista El Directivo al Día, 2024, Vol 23, Issue 1, p21
- ISSN
1813-3231
- Publication type
Article