Published
2011-06-21

Análisis del proceso de comunicación con clientes mediante la aplicación de campañas publicitarias

Analysis of Communication with Customers through the use of Advertising Campaigns

DOI: https://doi.org/10.15332/s2248-4914.2011.0018.06
Natalia Velasco
National Coordinator CRM Plan Coca-Cola Femsa.
Iván Alonso Montoya R.
National University of Colombia
Luz Alexandra Montoya R.
National University of Colombia
PDF (Spanish)

Abstract (en)

The document aims to formulate a basic design of a process of communication between organizations and their customers in order to determine the motivating factors of consumption and use them to achieve maintenance of customers in the short term also points to the design of a recognition of the communication process with customers' organizations so that they can examine their motives for consumption (material or concepts) and other aspects that can make this a process that delivers value to the relationship between companies and customers, through the use of literature and inquiry into advertising and marketing agencies on the design of relational marketing campaigns and loyalty.
Keywords (en): Customer relationship, Loyalty, Advertising campaing.

Abstract (es)

El documento apunta a formular un diseño básico de un proceso de comunicación entre las organizaciones y sus clientes, con el fin de conocer los factores motivadores de consumo y aprovecharlos para alcanzar un mantenimiento de los clientes en el corto plazo; también señala el diseño de un reconocimiento del proceso de comunicación de las organizaciones con sus clientes, de forma tal que puedan examinarse sus motivadores de consumo (material o de conceptos) y otros aspectos que pueden hacer de este un proceso que genere valor agregado a la relación entre empresas y clientes, mediante el empleo de literatura e indagaciones en agencias de publicidad y mercadeo relacional sobre el diseño de campañas publicitarias y de fidelización.
Keywords (es): Relacionamiento con el cliente, fidelización, campañas publicitarias. Clasificación JEL, M-3, M-31, M-37.
Natalia Velasco, National Coordinator CRM Plan Coca-Cola Femsa.
M.Sc. National university of Colombia. National Coordinator CRM Plan Coca-Cola Femsa. Bogota Colombia.
Iván Alonso Montoya R., National University of Colombia
Ph.D., M.Sc., Associate Professor, Faculty of Agronomy, National University of Colombia, Researcher Grupo Milagro.
Luz Alexandra Montoya R., National University of Colombia
Ph.D., M.Sc., Associate Professor, Faculty of Economics, National University of Colombia, Researcher Grupo Milagro.

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How to Cite

Velasco, N., Montoya R., I. A., & Montoya R., L. A. (2011). Analysis of Communication with Customers through the use of Advertising Campaigns. Revista CIFE: Lecturas De Economía Social, 13(18), 153. https://doi.org/10.15332/s2248-4914.2011.0018.06

License

CIFE Journal is under license Creative Commons Atribución-NoComercial-CompartirIgual 4.0 Internacional (CC BY-NC-SA 4.0)

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