El cambio de paradigma hacia un marketing relacional: el caso de software Delsol, S.A.
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2024-04-15
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Jaén: Universidad de Jaén
Resumen
En las últimas décadas se ha experimentado un cambio dinámico en la naturaleza de las relaciones. El
marketing transaccional, donde los intereses individuales de las partes priman sobre los beneficios
conjuntos, ha dado el paso al marketing de relaciones, cuyo objetivo consiste en maximizar el valor que
ambas partes obtienen de la relación en la que están inmersas. El establecimiento, desarrollo y
mantenimiento de relaciones orientadas al largo plazo representa un paso decisivo para alcanzar una
ventaja competitiva. Tomando de ejemplo a la empresa Software DelSol se van a realizar una serie de
análisis para determinar una serie de recomendaciones para la mejora de la empresa relacionadas con las
técnicas del marketing relacional.
Recent decades have seen a dynamic change in the nature of relationships. Transactional marketing, where the individual interests of the parties prevail over the joint benefits, has given way to relationship marketing, which aims to maximise the value that both parties derive from the relationship in which they are immersed. Establishing, developing and maintaining long-term relationships is a decisive step towards achieving competitive advantage. Taking the example of the company Software DelSol as an example, a series of analyses will be carried out to determine a series of recommendations for the improvement of the company related to relationship marketing techniques.
Recent decades have seen a dynamic change in the nature of relationships. Transactional marketing, where the individual interests of the parties prevail over the joint benefits, has given way to relationship marketing, which aims to maximise the value that both parties derive from the relationship in which they are immersed. Establishing, developing and maintaining long-term relationships is a decisive step towards achieving competitive advantage. Taking the example of the company Software DelSol as an example, a series of analyses will be carried out to determine a series of recommendations for the improvement of the company related to relationship marketing techniques.