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Divulgación: La Venta Relacional: una Aplicación en Tiendas de Electrodomésticos Minoristas

Author

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  • Walter Miguel Costa

    ( Lic. en Comercialización, Universidad Nacional del Litoral)

  • Inés Küster

    ( Facultad de Economia, Universidad de Valencia, Valencia (España))

Abstract

El presente trabajo se centra en la venta relacional como un nuevo enfoque de ventas que emerge fundamentalmente por los grandes y profundos cambios que atañen al mundo de los negocios. Por tanto, en la venta personal se está prestando una mayor atención a los métodos basados en las relaciones en contraste con los paradigmas tradicionales. El estudio se basa en el análisis de la puesta en marcha de las herramientas del marketing relacional en la gestión de ventas de los comercios minoristas que comercializan electrodomésticos en la ciudad de Santa Fe. Así también, intentaremos reflexionar acerca de las principales ventajas e inconvenientes de este paradigma; y en último lugar, aportaremos una guía de acción básica y concreta para el sector comprendida dentro de un plan de ventas relacional.

Suggested Citation

  • Walter Miguel Costa & Inés Küster, 2008. "Divulgación: La Venta Relacional: una Aplicación en Tiendas de Electrodomésticos Minoristas," Ciencias Económicas, Facultad de Ciencias Económicas UNL, vol. 6(1), pages 133-145, June.
    • Handle: RePEc:rcf:wpaper:v:6:y:2008:i:1:p:133-145
    DOI: http://www.dx.doi.org/10.14409/ce.v1i8.1124
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