Marketing Capabilities to Grant a Competitive Advantage to Engineering
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Redalyc
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| Formato: | Artículo científico |
| Lenguaje: | en |
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Universidad del Zulia
2020
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| _version_ | 1876464055061839872 |
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| author | Juan Santiago CALLE PIEDRAHITA |
| author_facet | Juan Santiago CALLE PIEDRAHITA |
| contents | Marketing Capabilities to Grant a Competitive Advantage to Engineering Juan Santiago CALLE PIEDRAHITA Gloria María ISAZA ZAPATA Ana Isabel ISAZA ZAPATA Byron Enrique PORTILLA ROSERO Política strategy marketing Management market orientation This paper focused on understanding the role of marketing capabilities to generate competitive advantages. It is a qualitative paradigm research, with the methodology of in-depth interviews. The objective is to explain and synthesize the main contributions to the marketing capabilities in chemical distributors to achieve better performance. We are found that marketing capacity is a systemic process that responds to the needs of customers, based on a good information system that contributes to communicating the competitive advantage, both from inside and outside of the organization, brand, quality, positioning, and sales price. In conclusion, marketing capacity is the management of resources and the configuration of the organizational skills to generate long-term sales. 2020 artículo científico 1316-5216 https://www.redalyc.org/articulo.oa?id=27964922007 https://doi.org/10.5281/zenodo.4278330 en http://www.redalyc.org/revista.oa?id=279 Utopía y Praxis Latinoamericana application/pdf Universidad del Zulia Utopía y Praxis Latinoamericana (República Bolivariana de Venezuela) Num.11 Vol.25 |
| format | Artículo científico |
| id | redalyc_27964922007 |
| institution | Redalyc |
| language | en |
| publishDate | 2020 |
| publisher | Universidad del Zulia |
| spellingShingle | Marketing Capabilities to Grant a Competitive Advantage to Engineering Juan Santiago CALLE PIEDRAHITA Política strategy marketing Management market orientation Marketing Capabilities to Grant a Competitive Advantage to Engineering Juan Santiago CALLE PIEDRAHITA Gloria María ISAZA ZAPATA Ana Isabel ISAZA ZAPATA Byron Enrique PORTILLA ROSERO Política strategy marketing Management market orientation This paper focused on understanding the role of marketing capabilities to generate competitive advantages. It is a qualitative paradigm research, with the methodology of in-depth interviews. The objective is to explain and synthesize the main contributions to the marketing capabilities in chemical distributors to achieve better performance. We are found that marketing capacity is a systemic process that responds to the needs of customers, based on a good information system that contributes to communicating the competitive advantage, both from inside and outside of the organization, brand, quality, positioning, and sales price. In conclusion, marketing capacity is the management of resources and the configuration of the organizational skills to generate long-term sales. 2020 artículo científico 1316-5216 https://www.redalyc.org/articulo.oa?id=27964922007 https://doi.org/10.5281/zenodo.4278330 en http://www.redalyc.org/revista.oa?id=279 Utopía y Praxis Latinoamericana application/pdf Universidad del Zulia Utopía y Praxis Latinoamericana (República Bolivariana de Venezuela) Num.11 Vol.25 |
| title | Marketing Capabilities to Grant a Competitive Advantage to Engineering |
| topic | Política strategy marketing Management market orientation |
| url | https://www.redalyc.org/articulo.oa?id=27964922007 https://doi.org/10.5281/zenodo.4278330 |