20 años después: Retorno sobre el marketing y su vigencia como herramienta para evaluar las estrategias del futuro
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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.
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Horizontes Empresariales se distribuye bajo licencia Creative Commons Atribución 4.0 Internacional (CC BY 4.0).
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(*) Artículos en análisis de literatura asociados a discusión respecto a proyección de Retorno sobre el Marketing.
-2024 Research Priorities - Marketing Science Institute. (www.msi.org/research/2022-2024-research-priorities).
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