Customer Relationship Management (CRM) linking with Marketing Knowledge (mk) in the electronic sector in Guadalajara, Jalisco, Mexico

José Sánchez Gutiérrez, Daniel Alberto Merin Sigala, Cristina Orta Sandoval


El propósito de este artículo es analizar cómo se relacionan las variables de la administración de la relación con los clientes, el desarrollo de nuevos productos y el conocimiento de mercadotecnia, en la industria electrónica en la ciudad de Guadalajara, Jalisco, México. También descubrir el impacto que estos factores tienen en la creación de nuevos productos, así como la implementación de información externa e interna en creaciones futuras. El análisis se llevó a cabo por medio de una investigación hecha a 25 empresas de la industria; la encuesta se realizó entre sus directivos. Además, las repercusiones de este estudio son los conocimientos en la práctica sobre la estructura de mk, las decisiones de desarrollo de productos con un enfoque de crm, así como las condiciones organizacionales que participan en el proceso.

Palabras clave

Administración de las relaciones con el cliente, conocimiento de la mercadotecnia, innovación, creación de productos

Texto completo:



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MERCADOS y Negocios, Año 21, No. 41, (enero-junio, 2020), es una publicación semestral editada por la Universidad de Guadalajara, a través del Departamento de Mercadotecnia y Negocios Internacionales, del Centro Universitario de Ciencias Económico Administrativas (CUCEA). Con domicilio en Periférico Norte 799, módulo G-306, núcleo Los Belenes, Zapopan, Jalisco, México, C.P. 45100., Telefono 33-3770-3343 ext. 25068,, correo electrónico: Editor responsable: José Sánchez Gutiérrez. Reservas de Derechos al Uso Exclusivo 04-2019-020116125700-203, ISSN electrónico: 2594-0163, otorgados por el Instituto Nacional del Derecho de Autor. Responsable de la última actualización de este número: Departamento de Mercadotecnia y Negocios Internacionales del Centro Universitario de Ciencias Económico Administrativas (CUCEA), con domicilio en Periférico Norte 799, módulo G-306, núcleo Los Belenes, Zapopan, Jalisco, México, C.P. 45100, por Tania Elena González Alvarado. Fecha de la última modificación: diciembre de 2019, con un tiraje de un ejemplar.

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