La derrota del marketing: ¿realidad o nuevos desafíos gerenciales?

• Autor: Cracco , Etienne
• Formato: artículo
• Fecha de Publicación: 2002
• Institución: Universidad ESAN
• Repositorio: ESAN-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.esan.edu.pe:20.500.12640/2821
• Enlace del recurso: https://revistas.esan.edu.pe/index.php/jefas/article/view/441; https://hdl.handle.net/20.500.12640/2821; https://doi.org/10.46631/jefas.2002.v7n12.05
• Nivel de acceso: acceso abierto
• Materia: Marketing strategies; Management styles; Estrategias de mercadeo; Estilos gerenciales; https://purl.org/pe-repo/ocde/ford#5.02.04

As a result of its own research, the exhibitor systematizes the mistakes that companies usually make when applying new marketing strategies. It describes thirteen big mistakes based on the real experience of prestigious companies in Europe and the United States, explains the reasons for the failures and establishes the lessons that can be drawn from them. The sources of errors are discovered in the inadequate management of market analysis, business and organizational culture, information systems, the technological factor and communication channels.