Contenido principal del artículo

José Ramón Sarmiento Guede
Universidad Internacional de la Rioja
España
Vol. 1 Núm. 016 (2016), Artículos, Páginas 41-66
DOI: https://doi.org/10.17979/redma.2016.01.016.4871
Recibido: dic 4, 2018 Aceptado: dic 4, 2018
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Resumen

La mayor dificultad para definir el Marketing de Relaciones radica principalmente en que el concepto denota un conjunto de actividades que varían según el contexto. Por ello, hay autores como Dann y Dann que sostienen que, para definir y obtener una idea clara del Marketing de Relaciones, bastaría con recurrir a cuatro definiciones que se realizan sobre el término y a cinco variables que se desarrollan sobre su proceso. En consecuencia, una investigación como la que proponemos está más que justificada, marcándonos un único objetivo, que es proporcionar unas características que definan el Marketing de Relaciones. Para alcanzar a dicho objetivo, conviene, pues, empezar por analizar y revisar la literatura existente sobre dicho concepto.

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