MARKETING STRATEGIES IMPLEMENTED BY SERVICE COMPANIES IN THE GREATER METROPOLITAN AREA OF COSTA RICA
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| Autors: | , |
|---|---|
| Format: | artículo original |
| Estat: | Versión publicada |
| Data de publicació: | 2019 |
| Descripció: | Marketing, like many areas of human knowledge, has evolved along the years in search of better strategies that may contribute efficiently to reach organizational goals. Marketing management within the work of business demands greater knowledge from administrators so as to enable the implementation of more efficient strategies. In this case, we analyze the way in which managers of some service companies of various sectors of the Greater Metropolitan Area of Costa Rica claim to use the 4 C elements in their organizations. Therefore, the qualitative revision of the marketing strategies used by fifteen service companies of the Greater Metropolitan Area are reviewed in the light of the strategy recommended by Cobra (2000) and known as 4 C. Based on this, a proposal is made to be used by Costa Rican companies in a functional manner. |
| Pais: | Portal de Revistas UNED |
| Institution: | Universidad Estatal a Distancia |
| Repositorio: | Portal de Revistas UNED |
| Idioma: | Español |
| OAI Identifier: | oai:revistas.investiga.uned.ac.cr:article/2732 |
| Accés en línia: | https://revistas.uned.ac.cr/index.php/rna/article/view/2732 |
| Paraula clau: | 4 P strategy 4 C strategy activity-based costs activity-based administration value chain Estrategia de 4 P estrategia de 4 C costos basados en actividades administración basada en actividades cadena de valor stratégie 4 P stratégie 4 C coûts basés sur les activités administration basée sur les activités chaîne de valeur Estratégia de 4 P estratégia de 4 C custos baseados em atividades administração baseada em atividades cadeia de valor |