20 años después: Retorno sobre el marketing y su vigencia como herramienta para evaluar las estrategias del futuro

Autores/as

DOI:

https://doi.org/10.22320/hem.v23i2.7004

Palabras clave:

Retorno sobre el Marketing, Revisión de la literatura, Customer Life Value, Customer Equity, Marketing Science Institute

Resumen

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.

Biografía del autor/a

Rony Castillo-Alarcón, Universidad de Chile

Profesor Universidad de Chile
Departamento de Administración, Facultad de Economía y Negocios, Universidad de Chile, Diagonal Paraguay 257, 8330015,Santiago, Chile.

Citas

(*) Artículos en análisis de literatura asociados a discusión respecto a proyección de Retorno sobre el Marketing.

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Publicado

2024-11-29

Número

Sección

Artículos de Investigación