LA VENTA RELACIONAL: UNA APLICACIÓN EN TIENDAS DE ELECTRODOMÉSTICOS MINORISTAS

Inés Kuster Boluda () and Walter Miguel Costa ()

No 5228, Economía, Gestión y Desarrollo from Universidad Javeriana - Cali

Abstract: RESUMEN El presente trabajo se centra en la venta relacional como un nuevo enfoque de ventas que emerge fundamentalmente por los grandes y profundos cambios que atanen al mundo de los negocios. En la venta personal se está prestando una mayor atención a los métodos basados en las relaciones en contraste con los paradigmas tradicionales. En este artículo se pretende analizar la puesta en marcha de las herramientas del marketing relacional en la gestión de ventas de los comercios minoristas que comercializan electrodomésticos en la ciudad de Santa Fe, con lo cual se presenta una reflexión acerca de las principales ventajas e inconvenientes de este paradigma, y finalmente, se aporta una guía de acción básica y concreta para el sector comprendida dentro de un plan de ventas relacional.ABSTRACTThis paper is focused on relationship selling, a new selling approach which emerges mainly as a consequence of the deep and major changes stirring in the business world. Thus, with regard to personal selling, a greater attention is being put on the methods based on relationships, unlike what occurs in traditional paradigms. This research is based on the analysis of the application of relationship marketing tools to the sales programs used in household appliances stores located in Santa Fe city, Argentina. In addition, we try to reflect upon the main advantages and disadvantages of this new paradigm. Finally, we provide a basic and brief action plan to be applied to this sector.

Keywords: Palabras clave: Marketing relacional; venta relacional. Key words: Relationship marketing; relationship selling (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Pages: 293
Date: 2009-01-22
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Persistent link: https://EconPapers.repec.org/RePEc:col:000097:005228

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