TY  - JOUR
T1  - Las implicaciones estratégicas del marketing relacional: fidelización y mercados ampliados
A1  - Cobo Quesada, Francisco Benjamín
PB  - Real Centro Universitario Escorial-María Cristina
YR  - 2007
UL  - http://biblioteca.ararteko.eus/Record/dialnet-ar-18-ART0000145893
AB  - The competition and the more and more globalizaded business environment have made that the client turns into the rarest element of the system. From the marketing point of view this means the prevalence of the relationship marketing approach, centred on the clients' loyalty, but also in the development of the long term relations with the rest of agents connected with the company. It is the model of the extended markets.
KW  - Estrategias de marketing
KW  - Marketing relacional
KW  - Fidelización de clientes
KW  - Mercados ampliados
KW  - Cooperación empresarial
KW  - Marketing strategies
KW  - Relationship marketing
KW  - Customer loyalty
KW  - Extended markets
KW  - Enterprise cooperation
ER  -