Biblioteca Digital de VanguardiaThe Role of Strategic Marketing in Organizations immersed in VUCA environments
Aspects such as the change in customer consumption, the increase in the number of customers and new technologies are causing an environment where volatility, uncertainty, complexity and ambiguity are common for organizations. Within this framework, an analysis of the strategic marketing management o...
| 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/94 |
| _version_ | 1782333995489427456 |
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| author | Ramírez-Torres, Margarita Salinas-Chaidez, Erick P. Miranda-Navarro, Ana B. |
| author_facet | Ramírez-Torres, Margarita Salinas-Chaidez, Erick P. Miranda-Navarro, Ana B. |
| author_sort | Ramírez-Torres, Margarita |
| collection | Revista |
| description | Aspects such as the change in customer consumption, the increase in the number of customers and new technologies are causing an environment where volatility, uncertainty, complexity and ambiguity are common for organizations. Within this framework, an analysis of the strategic marketing management of organizations is proposed, emphasizing the importance of strategy for the management of companies, as well as the importance of measuring organizational performance and its efficiency. For such purposes, an analysis of the literature is proposed, framing the main aspects that link these topics. The results show that strategic marketing has a positive influence on the company's results, which translates into an efficient, effective and solid operation, in addition to being profitable in the long term. A good strategic plan is fundamental for the achievement of the company's business objectives and its permanence in the market |
| format | Revistas |
| id | anfibios-article-94 |
| institution | Revista científica Anfibios |
| language | Español |
| publishDate | 2021 |
| publisher | EFIM Ediciones |
| record_format | ojs |
| spelling | anfibios-article-942021-12-24T09:57:26Z The Role of Strategic Marketing in Organizations immersed in VUCA environments El rol del Marketing Estratégico en las Organizaciones inmersas en entornos VUCA Ramírez-Torres, Margarita Salinas-Chaidez, Erick P. Miranda-Navarro, Ana B. Aspects such as the change in customer consumption, the increase in the number of customers and new technologies are causing an environment where volatility, uncertainty, complexity and ambiguity are common for organizations. Within this framework, an analysis of the strategic marketing management of organizations is proposed, emphasizing the importance of strategy for the management of companies, as well as the importance of measuring organizational performance and its efficiency. For such purposes, an analysis of the literature is proposed, framing the main aspects that link these topics. The results show that strategic marketing has a positive influence on the company's results, which translates into an efficient, effective and solid operation, in addition to being profitable in the long term. A good strategic plan is fundamental for the achievement of the company's business objectives and its permanence in the market Aspectos como el cambio en el consumo de los clientes, el aumento de éstos y sus demandas específicas y las nuevas tecnologías están provocando un entorno donde la volatilidad, la incertidumbre, la complejidad y la ambigüedad resulta habitual para las organizaciones. En ese marco, se plantea un análisis acerca del manejo del marketing estratégico de las organizaciones haciendo énfasis en la importancia de la estrategia para la gestión de las empresas, así como la importancia de la medición del rendimiento organizacional y su eficiencia. Para tales fines se plantea un análisis de la literatura enmarcando los principales aspectos que vinculan estas temáticas. Los resultados apuntan a que el marketing estratégico tiene una influencia positiva en los resultados de la empresa, lo que se traduce en una operación eficiente y eficaz, sólida, además de ser rentable a largo plazo. Un buen plan estratégico es fundamental para la consecución de los objetivos comerciales de la compañía y su permanencia en el mercado. 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/94 10.37979/afb.2021v4n2.94 Anfibios; Vol 4 No 2 (2021): July - December 2021; 45-54 Anfibios; v. 4 n. 2 (2021): Julio - Diciembre 2021; 45-54 Revista científica anfibios; Vol. 4 Núm. 2 (2021): Julio - Diciembre 2021; 45-54 2711-0532 2665-1513 spa http://www.revistaanfibios.org/ojs/index.php/afb/article/view/94/110 http://www.revistaanfibios.org/ojs/index.php/afb/article/view/94/119 Derechos de autor 2021 Revista científica anfibios |
| spellingShingle | Ramírez-Torres, Margarita Salinas-Chaidez, Erick P. Miranda-Navarro, Ana B. The Role of Strategic Marketing in Organizations immersed in VUCA environments |
| title | The Role of Strategic Marketing in Organizations immersed in VUCA environments |
| title_full | The Role of Strategic Marketing in Organizations immersed in VUCA environments |
| title_fullStr | The Role of Strategic Marketing in Organizations immersed in VUCA environments |
| title_full_unstemmed | The Role of Strategic Marketing in Organizations immersed in VUCA environments |
| title_short | The Role of Strategic Marketing in Organizations immersed in VUCA environments |
| title_sort | role of strategic marketing in organizations immersed in vuca environments |
| url | http://www.revistaanfibios.org/ojs/index.php/afb/article/view/94 |