Capacidades de mercadeo para garantizar ventaja competitiva en la ingeniería

Juan Santiago Calle Piedrahita, Ana Isabel Isaza Zapata, Gloria María Isaza Zapata, Byron Enrique Portilla Rosero

Resultado de la investigación: Contribución a una revistaArtículorevisión exhaustiva

Resumen

This paper focused on understanding the role of marketing capabilities to generate competitive advantages. It is a qualitative paradigm research, with the methodology of in-depth interviews. The objective is to explain and synthesize the main contributions to the marketing capabilities in chemical distributors to achieve better performance. We are found that marketing capacity is a systemic process that responds to the needs of customers, based on a good information system that contributes to communicating the competitive advantage, both from inside and outside of the organization, brand, quality, positioning, and sales price. In conclusion, marketing capacity is the management of resources and the configuration of the organizational skills to generate long-term sales.

Título traducido de la contribuciónMarketing capabilities to grant a competitive advantage to engineering
Idioma originalEspañol
Páginas (desde-hasta)96-110
Número de páginas15
PublicaciónUtopia y Praxis Latinoamericana
Volumen25
N.ºExtra11
DOI
EstadoPublicada - 2020

Nota bibliográfica

Publisher Copyright:
© 2020, Universidad del Zulia. All rights reserved.

Palabras clave

  • Management
  • Market orientation
  • Marketing
  • Strategy

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