Examinando por Autor "Restrepo Botero, Juan Pablo"
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Publicación Acceso abierto Aplicabilidad de la teoría del retorno sobre la inversión en mercadeo en empresas de Medellín(Universidad EIA, 2010) Restrepo Botero, Juan Pablo; Peláez Martínez, AndreaIt’s a difficult time to be a marketing professional. The number of companies now vying for consumers’ dollars is at an all-time high, as is the mindboggling array of these companies’ products and services. The explosion in recent years in the amount of advertising and marketing, coupled with a drop in consumers’ free time, have caused consumers’ patience for traditional marketing efforts to wear thin. And customers’ increasing sophistication about where, how and what to buy has led to heightened demands for service, value, and personal attention from the companies they choose to patronize. All of these factors have made it increasingly difficult for marketers to maintain a high degree of customer loyalty to their companies and specific offerings.