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Fernando González-Ferriz
Universidad Isabel I, Burgos, España
Vol. 25 Núm. 1 (2021), Monográfico junio 2021. Marketing y Capitalismo, páginas 1-20
Enviado: abr 6, 2021 Aceptado: jun 9, 2021 Publicado: jun 30, 2021
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La siguiente investigación pretende analizar la evolución del concepto de marketing y la influencia de nuevos enfoques (como el marketing relacional, las políticas de responsabilidad social y la incorporación de las nuevas tecnologías a las políticas de marketing) en el resultado empresarial. Para ello se recurre al análisis cuantitativo llevado a cabo en una muestra representativa de empresas del sector industrial español. Las conclusiones demuestran que, si bien el sector está haciendo un gran esfuerzo por adaptarse al nuevo entorno, todavía queda camino por recorrer en cuestiones relacionadas con el análisis del mercado, la mejora de la comunicación interna y el uso de nuevas tecnologías en el ámbito del marketing digital.

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