Customer Relationship Management (CRM) linking with Marketing Knowledge (mk) in the electronic sector in Guadalajara, Jalisco, Mexico
DOI:
https://doi.org/10.32870/myn.v0i20.5118Keywords:
Administración de las relaciones con el cliente, conocimiento de la mercadotecnia, innovación, creación de productosAbstract
El propósito de este artículo es analizar cómo se relacionan las variables de la administración de la relación con los clientes, el desarrollo de nuevos productos y el conocimiento de mercadotecnia, en la industria electrónica en la ciudad de Guadalajara, Jalisco, México. También descubrir el impacto que estos factores tienen en la creación de nuevos productos, así como la implementación de información externa e interna en creaciones futuras. El análisis se llevó a cabo por medio de una investigación hecha a 25 empresas de la industria; la encuesta se realizó entre sus directivos. Además, las repercusiones de este estudio son los conocimientos en la práctica sobre la estructura de mk, las decisiones de desarrollo de productos con un enfoque de crm, así como las condiciones organizacionales que participan en el proceso.References
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Mercados y Negocios by Department of Mercadotecnia y Negocios Internacionales. University of Guadalajara is licensed under a License Creative Commons Attribution-NonCommercial 4.0 International.
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