Orientación al Valor del Cliente y las Nuevas Métricas de Marketing . Revisión y Análisis Customer Value Orientation and the New Metrics of Marketing : Review and Analysis

Abstract

The competitive changes of the market and technological environment demand that the companies be oriented to the market and to invest in business intelligence and customer relationship management systems. Thus, the companies can generate knowledge and develop a more flexible supply that allows to reach greater profitability levels and better satisfy the customers' needs. In this sense, the true business consists in knowing how to keep the customers that give greater benefits to the company. In effect, the leader companies have begun to manage their client list as a key strategic asset to succeed in business and to achieve a sustainable competitive advantage over time. Through an exhaustive review and analysis of the academic and business literature, this study contributes a theoretical and practical vision on the new perspective of marketing oriented towards customer value management and its implications to business performance. (English) [ABSTRACT FROM AUTHOR]