20 años después: Retorno sobre el marketing y su vigencia como herramienta para evaluar las estrategias del futuro
DOI:
https://doi.org/10.22320/hem.v23i2.7004Palabras clave:
Retorno sobre el Marketing, Revisión de la literatura, Customer Life Value, Customer Equity, Marketing Science InstituteResumen
Contribuir con un análisis de las potencialidades del artículo seminal “Retorno sobre el Marketing: Usando el Patrimonio de Clientes para enfocar las Estrategias” en el aniversario N°20 de su publicación y brindar una guía sobre su refinamiento y gestión para medir el valor de vida de clientes y el desempeño de las firmas, en un entorno actual de alta competitividad y de creciente complejidad. A través de un ensayo basado en una revisión sistemática de la literatura con técnicas bibliométricas en Web of Science y Scopus, desde el 2004 a la fecha, en sus resultados se proponen oportunidades de mejora para los desafíos presentes de esta evaluación de desempeño desde el prisma del Marketing Science Institute para el 2024.
Citas
(*) Artículos en análisis de literatura asociados a discusión respecto a proyección de Retorno sobre el Marketing.
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