{"id":146300,"date":"1994-01-01T00:00:00","date_gmt":"1994-01-01T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/marketing-relacional-un-nuevo-enfoque-de-la-gestion-comercial\/"},"modified":"1994-01-01T00:00:00","modified_gmt":"1994-01-01T00:00:00","slug":"marketing-relacional-un-nuevo-enfoque-de-la-gestion-comercial","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-economicas\/marketing-relacional-un-nuevo-enfoque-de-la-gestion-comercial\/","title":{"rendered":"Marketing relacional, un nuevo enfoque de la gestion comercial."},"content":{"rendered":"<h2>Tesis doctoral de <strong> Josep Alet Vilagines <\/strong><\/h2>\n<p>El objetivo de esta tesis doctoral es desarrollar un marco conceptual que defina un nuevo paradigma de marketing denominado marketing relacional, integre las diferentes aportaciones de la literatura cientifica y empresarial y sea aplicable en la realidad de la empresa.  en esta tesis se defiende la necesidad de desarrollar una estrategia empresarial en torno al cliente, creando y explotando la relacion con el de forma rentable.  marketing esta en la base de la estrategia, y el valor del cliente delimita, valora y sintetiza todas las acciones comerciales de la empresa.  su desarrollo se concreta en los siguientes capitulos:  i marco conceptual del marketing relacional y definicion; ii definicion de la mision de la empresa en torno al cliente; iii conocimiento profundo del cliente a traves de la base de datos. Definicion de un plan de marketing a medida del cliente; iv sistema de obtencion de la lealtad del cliente; v desarrollo de programas de relacion con clientes; vi aplicacion al sector del automovil.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Marketing relacional, un nuevo enfoque de la gestion comercial.<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Marketing relacional, un nuevo enfoque de la gestion comercial. <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Josep Alet Vilagines <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Barcelona<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 01\/01\/1994<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Fernando Casado Juan<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: Francisco Tarrago Sabate <\/li>\n<li>Francesc Sole Parallada (vocal)<\/li>\n<li>D\u00eddac Ram\u00edrez  Sarri\u00f3 (vocal)<\/li>\n<li>Lu\u00eds De Borja Sol\u00e9 (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Josep Alet Vilagines El objetivo de esta tesis doctoral es desarrollar un marco conceptual que defina un [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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