Red de Bibliotecas Virtuales de Ciencias Sociales en
América Latina y el Caribe
Por favor, use este identificador para citar o enlazar este ítem:
https://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/50498Registro completo de metadatos
| Campo DC | Valor | Lengua/Idioma |
|---|---|---|
| dc.creator | Frank Lozada Contreras | - |
| dc.creator | Mari L. Zapata Ramos | - |
| dc.date | 2016 | - |
| dc.date.accessioned | 2022-03-17T18:05:01Z | - |
| dc.date.available | 2022-03-17T18:05:01Z | - |
| dc.identifier | http://www.redalyc.org/articulo.oa?id=63147619003 | - |
| dc.identifier.uri | http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/50498 | - |
| dc.description | Several authors indicate that there is confusion about what marketing is, because there are multiple definitions and interpretations established in academic literature. This multiplicity about the conceptualization of marketing complicates the development of marketing functions and contributes to its decline within organizations. This study uses content analysis techniques to explore how marketing managers define the concept of marketing in Puerto Rican companies. The results show that 16% of managers define it using concepts related to strategic functions, 50% define it using concepts related to marketing tactics, and 28% state that it reflects both functions. | - |
| dc.format | application/pdf | - |
| dc.language | en | - |
| dc.publisher | Centro de Investigaciones Comerciales e Iniciativas Académicas | - |
| dc.relation | http://www.redalyc.org/revista.oa?id=631 | - |
| dc.rights | Forum Empresarial | - |
| dc.source | Forum Empresarial (Puerto Rico) Num.1 Vol.21 | - |
| dc.subject | Administración y Contabilidad | - |
| dc.subject | Marketing definition | - |
| dc.subject | marketing functions | - |
| dc.subject | marketing managers | - |
| dc.title | What is Marketing? A Study on Marketing Managers Perception of the Definition of Marketing | - |
| dc.type | artículo científico | - |
| Aparece en las colecciones: | Facultad de Administración de Empresas (AACSB Accredited) - EGAE - Cosecha | |
Ficheros en este ítem:
No hay ficheros asociados a este ítem.
Los ítems de DSpace están protegidos por copyright, con todos los derechos reservados, a menos que se indique lo contrario.