{"id":73695,"date":"2018-03-09T23:18:38","date_gmt":"2018-03-09T23:18:38","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/la-comunicacion-comercial-como-ventaja-competitiva-sostenible-una-aplicacion-al-sector-universitario-no-lucrativo\/"},"modified":"2018-03-09T23:18:38","modified_gmt":"2018-03-09T23:18:38","slug":"la-comunicacion-comercial-como-ventaja-competitiva-sostenible-una-aplicacion-al-sector-universitario-no-lucrativo","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-economicas\/la-comunicacion-comercial-como-ventaja-competitiva-sostenible-una-aplicacion-al-sector-universitario-no-lucrativo\/","title":{"rendered":"La comunicaci\u00f3n comercial como ventaja competitiva sostenible: una aplicaci\u00f3n al sector universitario no lucrativo."},"content":{"rendered":"<h2>Tesis doctoral de <strong> Gema Mart\u00ednez Navarro <\/strong><\/h2>\n<p>El presente trabajo se ubica en el tema general del estudio de la competitividad empresarial de mercado.Dentro de este tema, se revisa la competencia de las organizaciones no lucrativas , centr\u00e1ndonos en analizar como \u00e9stas utilizan la variable comunicaci\u00f3n comercial .As\u00ed , la investigaci\u00f3n se circunscribe al estudio de la influencia que tienen las variables organizativas y motivadoras sobre la efectividad de la comunicaci\u00f3n comercial en la decisi\u00f3n de recompra de un servicio educativo.  el marco te\u00f3rico desarrollado involucra diversas perspectivas, unificadas por una visi\u00f3n de comunicaci\u00f3n comercial como fuente de ventaja competitiva.Para ello se ha validado un modelo basado en la teor\u00eda de acci\u00f3n planeada (tap),lo que ha permitido integrar las estrategias de empresa, las varibles idiosincr\u00e1sicas del decisor, las presiones ambientales y su tendencia econ\u00f3mica con los resultados esperados de dichas estrategias.  por tanto , el presente trabajo doctoral ha pretendido identificar y validar las principales relaciones entre las acciones competitivas de las firmas y las variables decisionales de los consumidores, que pueden modificar o filtrar dichas acciones.Encontrando y confirmando que la decisi\u00f3n de compra del alumno es el resultado tanto de las accciones de comunicaci\u00f3n comercial de la firma como de una din\u00e1mica decisional interna, que puede moderar dichas acciones.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>La comunicaci\u00f3n comercial como ventaja competitiva sostenible: una aplicaci\u00f3n al sector universitario no lucrativo.<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 La comunicaci\u00f3n comercial como ventaja competitiva sostenible: una aplicaci\u00f3n al sector universitario no lucrativo. <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Gema Mart\u00ednez Navarro <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Complutense de Madrid<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 25\/04\/2005<\/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>Victor Molero Ayala<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal:  Vallina velilla Manuel domingo de la <\/li>\n<li>ruben Chumpitaz caceres (vocal)<\/li>\n<li>Mar\u00eda Jos\u00e9 \u00e1lvarez gil (vocal)<\/li>\n<li>inmaculada Mart\u00ednez mart\u00ednez (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Gema Mart\u00ednez Navarro El presente trabajo se ubica en el tema general del estudio de la competitividad [&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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