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Edison Jair Duque Oliva ;INNOVAR. Revista de Ciencias Administrativas y Sociales 2008, 18 31

Autor: Irene Gil Saura

Fuente: http://www.redalyc.org/


Revista de Ciencias Administrativas y Sociales ISSN: 0121-5051 revinnova_bog@unal.edu.co Universidad Nacional de Colombia Colombia Gil Saura, Irene; Duque Oliva, Edison Jair Editorial INNOVAR.
Revista de Ciencias Administrativas y Sociales, vol.
18, núm.
31, enero-junio, 2008, pp.
6-7 Universidad Nacional de Colombia Bogotá, Colombia Disponible en: http:--www.redalyc.org-articulo.oa?id=81803102 Cómo citar el artículo Número completo Más información del artículo Página de la revista en redalyc.org Sistema de Información Científica Red de Revistas Científicas de América Latina, el Caribe, España y Portugal Proyecto académico sin fines de lucro, desarrollado bajo la iniciativa de acceso abierto Editorial Marketing management acquires increasingly greater relevance in settings like that of the present in which acquiring competitive advantages and the search for differentiation determines an organisation’s market growth. 6 innovar editorial As companies change, so does marketing’s role within an organisation.
Its performance today cannot just be limited to an area or department in a particular company but must become extended further afield; marketing has to be assumed as a commitment, as a culture directed at the whole organisation orientated towards understanding clients’ demands and needs. It can thus be stated that marketing’s main goal in a company lies in constructing and maintaining a base of committed clients who provide profits for an organisation.
Client loyalty is thereby seen as the basis for an effective business strategy and as the mainstay around which behaviour is developed which goes far beyond making mere repeat purchases. Academics and people having experience in the area understand that loyalty and satisfaction are closely linked; however, it can also be stated that this relationship is asymmetrical and that, even though loyal clients are habitually satisfied, customer satisfaction does not universally become...

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