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The community in business : Strategic relationship between companies and environment and marketing
| dc.creator | Juárez, Fernando | |
| dc.creator.google | Juárez Acosta, Fernando | spa |
| dc.date.accessioned | 2020-04-24T15:20:19Z | |
| dc.date.available | 2020-04-24T15:20:19Z | |
| dc.date.created | 2014 | |
| dc.date.issued | 2014 | |
| dc.description.abstract | Community language is not unrelated to companies (Chaston & Mangles, 2001), which define their activities as a benefit for community through sales of products or services. They also use in the social responsibility activities (Kakabadse, Rozuel, & Lee-Davies, 2005; Korhonen, 2002) in the communitycorporation involvement (Burke, 1999) that adds value to the latter ones (Rochlin, & Christoffer, 2000, p.1) in regards to the social marketing (Whitcombe, 2009) aiming to the elimination of barriers that hamper the implementation of social programs (McKenzie-Mohr, 2000a, 2000b), or, with a strategic view, in regards to the shared value that benefits community and companies at the same time (Porter & Kramer, 2011). There are, of course, many other ways to incorporate such language in companies. Marketing activities constitute the interaction between the environment and the companies, which are self-centered during their operations. Such activities have had functional, transactional, competitive, mixed, integral, relational aspects, among others. The latter one is an example of the wide possibilities when making work a relationship beyond the commercial elements. The relational marketing is characterized by the emphasis given to the maintenance and improvement of the relationship with the customer (Berry, 1995; Payne & Frow, 2006). It is an individual relation that foster brand fidelity and new interactions between the two parts. Nevertheless, as it is not possible to create personal bonds in a massive ways, relational marketing is surpassed by its own goals and became a systematized mechanism of products promotion under the appearance of relation (see Juárez, 2011), where the basis is customer satisfaction; as it was a functional model (see Smalley & Fraedrich, 1995) but with a higher independence from the product. | eng |
| dc.format.mimetype | application/pdf | |
| dc.identifier.doi | https://doi.org/10.21500/20112084.662 | |
| dc.identifier.issn | 2011-2084 | |
| dc.identifier.uri | https://repository.urosario.edu.co/handle/10336/21765 | |
| dc.language.iso | eng | spa |
| dc.relation.citationEndPage | 11 | |
| dc.relation.citationIssue | No. 1 | |
| dc.relation.citationStartPage | 8 | |
| dc.relation.citationTitle | International Journal of Psychological Research | |
| dc.relation.citationVolume | Vol. 7 | |
| dc.relation.ispartof | International Journal of Psychological Research, ISSN: 2011-2084 Vol. 7, No. 1 (2014) pp. 8-11 | spa |
| dc.relation.uri | http://revistas.usbbog.edu.co/index.php/IJPR/article/view/662/464 | spa |
| dc.rights.accesRights | info:eu-repo/semantics/openAccess | |
| dc.rights.acceso | Abierto (Texto Completo) | spa |
| dc.source.instname | instname:Universidad del Rosario | |
| dc.source.reponame | reponame:Repositorio Institucional EdocUR | |
| dc.subject | Negocios | spa |
| dc.subject | Mercadeo | spa |
| dc.subject.ddc | Publicidad & relaciones públicas | spa |
| dc.subject.keyword | Marketing | spa |
| dc.title | The community in business : Strategic relationship between companies and environment and marketing | spa |
| dc.title.TranslatedTitle | La comunidad en los negocios : Relación estratégica de las organizaciones con el medio y marketing | spa |
| dc.type | article | eng |
| dc.type.hasVersion | info:eu-repo/semantics/publishedVersion | |
| dc.type.spa | Editorial | spa |
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