Relación entre estrategias comunitarias y mercadeo para fomentar el desarrollo de las comunidades y su sostenibilidad en las Organizaciones

• Juárez, Fernando ^[1]
  1. [1] Universidad del Rosario

     Universidad del Rosario

     Colombia

     
• Localización: International Journal of Psychological Research, ISSN 2011-2084, ISSN-e 2011-2084, Vol. 9, Nº. 1, 2016, págs. 113-125
• Idioma: inglés
• Enlaces
  • Texto completo (pdf)
• Resumen

  • El propósito de este estudio fue definir la relación estratégica communitaria y el marketing (RECM) como una herramiento relevante para promover el desarrollo de las comunidades y la perdurabilidad de las organizaciones. El método utilizado fue racionalista, teórico, y conceptual, comprendiendo una estructura de análisis de proposiciones. Las proposiciones enunciadas proporcionaron un marco para el análisis la discusión y las conclusiones. En primer lugar, se proporcionó una definición de RECM y posteriormente se realizaron diferentes análisis los cuales determinaron la utilidad y singularidad de este enfoque. Los análisis fueron: 1) La utilidad de los conceptos y estrategias comunitarias en RECM 2) La existencia de un enfoque de comunidad en diferentes áreas  y marketing, y 3) La relevancia del uso de los conceptos y estrategias comunitarias para promover el desarrollo de las comunidades y la perdurabilidad de las organizaciones. La conclusión fue que el uso de RECM y estos conceptos y estrategias tienen el potencial de ser un fructífero enfoque estratégico en marketing y en todas las actividades de la organización.

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