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Trends in Marketing Capabilities

Tendencias en capacidades de marketing

dc.creatorMartin, Silvia L.
dc.date2021-01-30
dc.date.accessioned2021-03-18T21:13:03Z
dc.date.available2021-03-18T21:13:03Z
dc.identifierhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/1865
dc.identifier10.22430/24223182.1865
dc.identifier.urihttp://test.repositoriodigital.com:8080/handle/123456789/11967
dc.descriptionContemporary companies focus on marketing because of its importance and commercial advantages. Nevertheless, this also means they should face significant challenges and other organizations in this field. Firms require organizational structural factors to identify customer needs, consumer engagement, and market sensing. This is achieved through product exploration and exploitation, which increases the stock supply of SMEs for new and existing customers along with their profits. The adoption of electronic commerce has become essential for SMEs, especially in the IT sector, because it enables them to analyze several metrics, improve customer service, and reduce operating costs. In addition, they can be more efficient in distribution and customer communication. Thus, service promotes customer loyalty and improves confidence. New product development increases profits and creates opportunities to fulfill market needs. E-commerce opens new markets, supports customer service, and improves communication.  In summary, these three marketing capabilities are useful to gain competitive advantages in the long term and develop a differentiating factor against direct competition.en-US
dc.descriptionLas empresas contemporáneas se enfocan en el marketing debido a su importancia y las ventajas que brinda a nivel comercial. Sin embargo, esto también significa que deben enfrentar desafíos significativos y a otras organizaciones en ese campo. Las empresas de este tiempo requieren factores estructurales organizacionales para identificar las necesidades de sus clientes, la participación de los consumidores y la percepción del mercado. Esto se logra a través de la exploración y explotación de productos, lo cual amplia el suministro de existencias de las pymes a clientes nuevos y existentes y aumenta las ganancias. La adopción del comercio electrónico se ha vuelto fundamental para las pymes, especialmente en el sector de las tecnologías de la información, ya que permite analizar diversas métricas, mejorar el servicio al cliente y reducir los costos operativos, además de una mayor eficiencia en la distribución y la comunicación con el cliente. De esta forma, el servicio promueve la lealtad del cliente y mejora la confianza. El desarrollo de nuevos productos aumenta las ganancias y permite satisfacer las necesidades del mercado. El comercio electrónico abre nuevos mercados, coadyuva en el servicio al cliente y mejora la comunicación. En resumen, estas tres capacidades de marketing son útiles para obtener ventajas competitivas a largo plazo y desarrollar factores diferenciadores frente a la competencia directa.es-ES
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dc.languageeng
dc.languagespa
dc.publisherInstituto Tecnológico Metropolitano - ITMes-ES
dc.relationhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/1865/1887
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dc.rightsDerechos de autor 2021 Instituto Tecnológico Metropolitanoes-ES
dc.rightshttp://creativecommons.org/licenses/by-nc-sa/4.0es-ES
dc.sourceRevista CEA; Vol. 7 No. 13 (2021); e-1865en-US
dc.sourceRevista CEA; Vol. 7 Núm. 13 (2021); e-1865es-ES
dc.source2422-3182
dc.source2390-0725
dc.subjectMarketing capabilitiesen-US
dc.subjectservice capabilityen-US
dc.subjectnew product capabilityen-US
dc.subjectelectronic commerce (e-commerce)en-US
dc.subjectcapacidades de marketinges-ES
dc.subjectcapacidad de servicioes-ES
dc.subjectcapacidad de nuevos productoses-ES
dc.subjectcomercio electrónicoes-ES
dc.titleTrends in Marketing Capabilitiesen-US
dc.titleTendencias en capacidades de marketinges-ES
dc.typeinfo:eu-repo/semantics/article
dc.typeinfo:eu-repo/semantics/publishedVersion
dc.typeEditorialen-US
dc.typeEditoriales-ES


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