Comunicaciones de mercadeo en relaciones industriales
DOI:
https://doi.org/10.18041/1900-0642/criteriolibre.2013v11n18.1137Palabras clave:
Centro de compra, marketing industrial, marketing digital, redes socialesResumen
El marketing industrial ha sido un campo que ha tenido un desarrollo relativamente bajo dentro de la teoría del marketing en general, esto en comparación con otras ramas de la materia. Pese a que sus principales desarrollos datan de varias décadas atrás, sus teorías y postulados siguen vigentes con el pasar de los años. Por esta razón es muy poco lo que a partir de ello se ha formulado en épocas más recientes. Con base en lo anterior, el presente artículo tiene el objetivo de inducir a los lectores a reflexionar sobre nuevas formas de llevar a cabo las comunicaciones en el sector industrial ya que, como se examinará, es un campo complejo que exige diferentes niveles de acercamiento y contacto con los actores interrelacionados. Todo ello partiendo de los avances tecnológicos y conceptuales que han permeado las comunicaciones durante los siglos veinte y veintiuno, representados por la era de la computación y por los desarrollos que esta ha traído consigo.
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Referencias
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Ames, B. (1970). Trappings vs. substance in industrial marketing. Harvard Business review, 48(4), Estados Unidos.
BBc mundo (2011, abril). Qué son las ‘apps’ y para qué sirven. Recuperado de: http://www.bbc.co.uk/mundo/noticias/ 2011/04/110408_1336_tecnologia_apps_ negocios_celulares_telefonos_inteligentes_ dc.shtml
Berthon, P.; Lane, N.; Pitt, L.; Watson, R. T. (1998). The World Wide Web as an Industrial Marketing Communication Tool: Models for the Identification and Assessment of Opportunities. Journal of marketing management, 14(7).
Bottinelli, N. (2010). Profesionales conectados. una guía para iniciarse en linkedin. Argentina:OfficenetStaples.Recuperadode:http://empezarenlinkedin.com.ar/profesionales_ conectados.pdf
Brown, B.C. (2006). How to use the internet to advertise, Promote, and market your Business or Web Site . With little or no money. Ocala, Florida: Atlantic Publishing Group.
Choffray, J. ; Lilien, G. L. (1978). Assessing response to industrial marketing strategy. Journal of marketing, 42(2).
Christian, R. C. (1964). A Systems Approach to Industrial Marketing Communications. Journal of marketing, 28(4).
Christian, R. C.; Lewis, M. C. (1966). A Leap into the Future of Industrial Marketing. Journal of marketing, 30(2).
Derlega, V.; Janusz, G. (1979). Appropriateness of Self-Disclosure. In Self-Disclosure: Origins, Patterns, and implications of Openness in interpersonal relationships. San Francisco, CA: Ed. Gordon Chelune, Jossey-Bass.
Domínguez, A.; Muñoz, G. (2010). Métricas de Marketing Digital. En Domínguez, A. y Muñoz, G. (2010). métricas del marketing. Madrid: ESIC Editorial.
Doyle, S. (2007). The role of social networks in marketing. Journal of Database marketing & customer Strategy management, 15(1).
Fisher, T. (2009). ROI in social media: A look at the arguments. Journal of Database marketing & customer Strategy management, 16(3).
Gregurec, I.; Ević, T.; Dobrinić, D. (2011). The importance of database marketing in social network advertising. international Journal of management cases, 13(4).
Gudykunst, W. (1985). A model of uncertainty reduction in intercultural encounters. Journal of language and Social Psychology, 4(2).
Hackworth, B. A.; Kunz, M. B. (2011). Health care and social media: building relationships via social networks. academy of Health care management Journal, 7(2).
Hoffman, D.; Novak, T. (2011). Marketing Communication in a Digital Era. marketing management, 20(3).
Holzner, S. (2008). facebook marketing: leverage Social media to grow your Business. Indianapolis, IN, EE.UU.
Honnalli, S. H. (2011). An Overview of Industrial Marketing. advances in management, 4(11).
Kaplan, A.; Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1).
Kierzkowski, A.; Mcquade, S.; Waitman, R.; Zeisser, M. (1996). Marketing to the digital consumer. mckinsey Quarterly, (3).
Kim, S. J. (2008). A Framework for Advertising in the Digital Age. Journal of advertising research.
Lilien, G. L.; Silk, A. J.; Choffray, J.; Rao, M. (1976). Industrial Advertising Effects and Budgeting Practices. Journal of marketing, 40(1).
Lotshaw, E. P. (1970). Industrial Marketing: Trends and Challenges. Journal of marketing, 34(1).
Park, N.; Kee, K. F.; Valenzuela, S. (2009). Being Immersed in Social Networking Environment: Facebook Groups, Uses and Gratifications, and Social Outcomes. cyberpsychology & Behavior, 12(6).
Parsons, J. (2012). The State of App Advertising. folio: the magazine for magazine management.
Parsons, A.; Zeisser, M.; Waitman, R. (1998). Organizing Today For The Digital Marketing of Tomorrow. Journal of interactive marketing. John Wiley & Sons), 12(1).
Reynolds, F. D.; Darden, W. R. (1971). Mutually adaptive effects of interpersonal communication. Journal of marketing research, 8(4).
Sheth, J. N. (1973). A Model of Industrial Buyer Behavior. Journal of marketing, 37(4).
Shu-Shuan, C. (2011). Viral advertising in social media: participation in Facebook groups and responses among college-aged users. Journal of interactive advertising [serial online]. 12(1). Disponible en: Business Source Complete, Ipswich, MA. Recuperado en abril 2, 2012.
Vallenilla, R. (2011). Las marcas llegaron a las redes sociales. Debates ieSa, 16(1).
Webster, F. E. & Jr. (1978). Management science in industrial marketing. Journal of marketing, 42(1).
Yoram, (Jerry) Wind (2006). Blurring the lines: is there a need to rethink industrial marketing? Journal of Business & industrial marketing, 21(7).
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Publicado
2017-11-16
Número
Sección
Artículos
Cómo citar
VILLAMARÍN GARCÍA, J. M., & RAMÍREZ ANGULO, J. (2017). Comunicaciones de mercadeo en relaciones industriales. Criterio Libre, 11(18), 305-330. https://doi.org/10.18041/1900-0642/criteriolibre.2013v11n18.1137
