{"id":3281,"date":"2016-03-23T16:35:31","date_gmt":"2016-03-23T15:35:31","guid":{"rendered":"https:\/\/blog.uchceu.es\/marketing\/?p=3281"},"modified":"2020-02-21T16:08:37","modified_gmt":"2020-02-21T15:08:37","slug":"tecnicas-de-marketing-identificar-conquistar-y-fidelizar-clientes","status":"publish","type":"post","link":"https:\/\/blog.uchceu.es\/marketing\/tecnicas-de-marketing-identificar-conquistar-y-fidelizar-clientes\/","title":{"rendered":"T\u00e9cnicas de Marketing: Identificar, Conquistar y Fidelizar Clientes"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p><strong>Referencia bibliogr\u00e1fica completa:<\/strong><\/p>\n<p>Autor: Elena Lucio Mera<\/p>\n<p>T\u00edtulo: T\u00e9cnicas de Marketing : Identificar, Conquistar y Fidelizar Clientes<\/p>\n<p>Nombre de la editorial: Ideaspropias Editorial<\/p>\n<p>Lugar de la edici\u00f3n: 36204 Vigo, Pontevedra<\/p>\n<p>A\u00f1o: 2005<\/p>\n<p><strong>Valoraci\u00f3n<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-3395\" src=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/12\/0-estrellas-315x69.png\" alt=\"0 estrellas\" width=\"315\" height=\"69\" srcset=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/12\/0-estrellas-315x69.png 315w, https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/12\/0-estrellas-324x71.png 324w, https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/12\/0-estrellas.png 326w\" sizes=\"auto, (max-width: 315px) 100vw, 315px\" \/><\/p>\n<p>Este libro, titulado \u201cT\u00e9cnicas de Marketing: Identificar, Conquistar y Fidelizar Clientes\u201d, fue escrito por Elena Lucio Mera e Ideaspropias Editorial, y publicado en 2005. Aborda el concepto de marketing en su totalidad, de sudefinici\u00f3n a su puesta en pr\u00e1ctica en las empresas.<\/p>\n<p>Hoy en d\u00eda, el <strong>m<img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-3282 alignleft\" src=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/12\/funny-315x315.jpg\" alt=\"funny\" width=\"300\" height=\"300\" \/>arketing<\/strong> se define con una idea de intercambio adem\u00e1s de las nociones de ventas y de publicidad. As\u00ed, distinguimos dos planteamientos del marketing: como <strong>filosof\u00eda<\/strong> y como <strong>t\u00e9cnica<\/strong>. El primero se refiere a las <strong>necesidades y los deseos del cliente<\/strong>, mientras que el segundo trata de la <strong>relaci\u00f3n de intercambio<\/strong>. Sin embargo, el inter\u00e9sprimordial del marketing, en una econom\u00eda de mercado, es la coordinaci\u00f3n del intercambio, de manera que la oferta y la demanda de productos y servicios se encuentran con eficacia. Su <strong>misi\u00f3n<\/strong> es tambi\u00e9n satisfacer las necesidades y los deseos del consumidor, porque sin clientes no hay rentabilidad. As\u00ed, los departamentos de marketing de las empresas deben analizar los <strong>comportamientos del cliente<\/strong>, para interpretar sus necesidades y satisfacerlos de la mejor manera posible.<\/p>\n<p>&nbsp;<\/p>\n<p>Despu\u00e9s, podemos discernir dos enfoques de la gesti\u00f3n del marketing en una empresa:como un <strong>sistema de an\u00e1lisis a largo plazo<\/strong> (marketing estrat\u00e9gico) o uno de <strong>acci\u00f3n a corto plazo<\/strong> (marketing operativo). Esta gesti\u00f3n puede tambi\u00e9n tener varias orientaciones: al <strong>producto, a la producci\u00f3n, a las venta<br \/>\ns, al mercado o al marketing social<\/strong>.<\/p>\n<p>Adem\u00e1s, los departamentos de marketing son tambi\u00e9n responsables de la vigilancia del ambiente que tiene dos niveles: el <strong>micro entorno y el macro entorno<\/strong>. Estudi\u00e1ndolos, podemos hacer un diagn\u00f3stico de la situaci\u00f3n, con las oportunidades y amenazas del mercado (macro entorno), y las fortalezas y debilidades de la empresa (micro entorno).Este an\u00e1lisis se llama el <strong>diagn\u00f3stico DAFO<\/strong>: en efecto, una empresa debe apoyarse en sus fortalezas para explotar las oportunidades del mercado, atenuar sus debilidades y tratar de descartar las amenazas.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Realizado por\u00a0<strong>Nguyen Fanny<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Referencia bibliogr\u00e1fica completa: Autor: Elena Lucio Mera T\u00edtulo: T\u00e9cnicas de Marketing : Identificar, Conquistar y Fidelizar Clientes Nombre de la editorial: Ideaspropias Editorial Lugar de la edici\u00f3n: 36204 Vigo, Pontevedra A\u00f1o: 2005 Valoraci\u00f3n Este libro, titulado \u201cT\u00e9cnicas de Marketing: Identificar, Conquistar y Fidelizar Clientes\u201d, fue escrito por Elena Lucio Mera e Ideaspropias Editorial, y [&hellip;]<\/p>\n","protected":false},"author":436,"featured_media":3395,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[529],"tags":[471,383],"class_list":{"0":"post-3281","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-libros-recomendados","8":"tag-clientes","9":"tag-fidelizacion"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>T\u00e9cnicas de Marketing: Identificar, Conquistar y Fidelizar Clientes<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.uchceu.es\/marketing\/tecnicas-de-marketing-identificar-conquistar-y-fidelizar-clientes\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta 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