Biblioteca Digital de VanguardiaImplementing Marketing Strategies ¿Strategic marketing management or a combination?
With the requirements of the business environment to adjust to the needs of their customers, it is essential to implement appropriate marketing strategies to reach the target audience, however, this strategy may require efforts from other organizational units. Thus, we intend to examine the relation...
| Autores principales: | , , |
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| Formato: | Revistas |
| Lenguaje: | Español |
| Publicado: |
EFIM Ediciones
2021
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| Acceso en línea: | http://www.revistaanfibios.org/ojs/index.php/afb/article/view/91 |
| _version_ | 1782333994720821248 |
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| author | Martínez-Moreno, Omaira C. Hernández-Ibarra, Yannet Sandoval-Zavala, Juan C. |
| author_facet | Martínez-Moreno, Omaira C. Hernández-Ibarra, Yannet Sandoval-Zavala, Juan C. |
| author_sort | Martínez-Moreno, Omaira C. |
| collection | Revista |
| description | With the requirements of the business environment to adjust to the needs of their customers, it is essential to implement appropriate marketing strategies to reach the target audience, however, this strategy may require efforts from other organizational units. Thus, we intend to examine the relationship between strategic management and marketing in key aspects such as the interface between strategic issues and marketing issues and how it is managed in practical settings. To this end, a review of the literature on this subject is proposed. The findings are supported by empirical information about conventional perspectives on marketing content, strategic management and decision making, as well as organizational changes and theoretical arguments that have undermined these concepts |
| format | Revistas |
| id | anfibios-article-91 |
| institution | Revista científica Anfibios |
| language | Español |
| publishDate | 2021 |
| publisher | EFIM Ediciones |
| record_format | ojs |
| spelling | anfibios-article-912021-12-24T09:57:26Z Implementing Marketing Strategies ¿Strategic marketing management or a combination? Implementando Estrategias de mercado ¿Gestión estratégica de marketing o una combinación? Martínez-Moreno, Omaira C. Hernández-Ibarra, Yannet Sandoval-Zavala, Juan C. With the requirements of the business environment to adjust to the needs of their customers, it is essential to implement appropriate marketing strategies to reach the target audience, however, this strategy may require efforts from other organizational units. Thus, we intend to examine the relationship between strategic management and marketing in key aspects such as the interface between strategic issues and marketing issues and how it is managed in practical settings. To this end, a review of the literature on this subject is proposed. The findings are supported by empirical information about conventional perspectives on marketing content, strategic management and decision making, as well as organizational changes and theoretical arguments that have undermined these concepts Con los requerimientos del entorno empresarial de ajustarse a las necesidades de sus clientes, resulta imprescindible implementar las estrategias de marketing adecuadas para llegar al público objetivo, sin embargo, esta estrategia puede que requiera esfuerzos de otras dependencias de la organización. Es así que se pretende examinar la relación entre gestión estratégica y marketing en aspectos primordiales como el interfaz entre cuestiones estratégicas y cuestiones de marketing y cómo se gestiona en entornos prácticos, Esta propuesta va dirigida a ejecutivos de empresas, gerentes y académicos de marketing. Para tales fines se plantea una revisión de la literatura en esta temática. Los resultados que contienen están respaldados por información empírica acerca de las perspectivas convencionales sobre el contenido de marketing, gestión estratégica y toma de decisiones, también se discuten los cambios organizativos y los argumentos teóricos que han socavado en estos conceptos EFIM Ediciones 2021-11-10 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf text/html http://www.revistaanfibios.org/ojs/index.php/afb/article/view/91 10.37979/afb.2021v4n2.91 Anfibios; Vol 4 No 2 (2021): July - December 2021; 20-28 Anfibios; v. 4 n. 2 (2021): Julio - Diciembre 2021; 20-28 Revista científica anfibios; Vol. 4 Núm. 2 (2021): Julio - Diciembre 2021; 20-28 2711-0532 2665-1513 spa http://www.revistaanfibios.org/ojs/index.php/afb/article/view/91/107 http://www.revistaanfibios.org/ojs/index.php/afb/article/view/91/116 Derechos de autor 2021 Revista científica anfibios |
| spellingShingle | Martínez-Moreno, Omaira C. Hernández-Ibarra, Yannet Sandoval-Zavala, Juan C. Implementing Marketing Strategies ¿Strategic marketing management or a combination? |
| title | Implementing Marketing Strategies ¿Strategic marketing management or a combination? |
| title_full | Implementing Marketing Strategies ¿Strategic marketing management or a combination? |
| title_fullStr | Implementing Marketing Strategies ¿Strategic marketing management or a combination? |
| title_full_unstemmed | Implementing Marketing Strategies ¿Strategic marketing management or a combination? |
| title_short | Implementing Marketing Strategies ¿Strategic marketing management or a combination? |
| title_sort | implementing marketing strategies ¿strategic marketing management or a combination? |
| url | http://www.revistaanfibios.org/ojs/index.php/afb/article/view/91 |