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- Title
Estrategias de marketing utilizadas por las empresas chilenas para incrementar el valor de los clientes.
- Authors
Farías Nazel, Pablo C.
- Abstract
The purpose of this work was to report an exploratory investigation that seeks to contribute to knowledge on the way companies are using marketing strategies to increase customer value. The focus of the investigation is Chilean enterprises. The results show that the marketing strategies used by Chilean enterprises present a significant customer orientation; however, they are more inclined to follow passive marketing strategies in each of the three processes analyzed to increase customer value. The fact that an important proportion of the enterprises analyzed develop passive strategies raises the opportunity for these enterprises and potential competitors to analyze the feasibility of conducting more active and scientific strategies to approach their clients.
- Subjects
CHILE; PROFITABILITY; CONSUMERS; CUSTOMER retention; MARKETING strategy; ECONOMIC competition; CUSTOMER relations
- Publication
Cuadernos de Administración, 2014, Vol 30, Issue 51, p8
- ISSN
0120-4645
- Publication type
Article
- DOI
10.25100/cdea.v30i51.38