Modelo de marketing relacional para el fortalecimiento de las relaciones Universidad-Egresado. Caso Universidad Nacional de Colombia, sede Bogotá
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Castro Garzón, Diana Milena
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El presente trabajo presenta un modelo de marketing relacional para el manejo de relaciones Universidad – Egresado, utilizando como caso de estudio la Universidad Nacional de Colombia, sede Bogotá. El modelo se basa en teorías de marketing relacional, lógica dominante de servicio y sistemas de servicio, con lo cual se pretende dar un enfoque creativo en este tipo de relaciones que se dan en el ámbito académico, promoviendo la generación de relaciones de beneficio muto.
Abstract. This document presents a relationship marketing model intended to manage the relations between the University and its graduates, using as a case of study the National University in its main campus, Bogota. The model is based on relationship marketing, service dominant logic, and service systems theories, which aims to develop a creative approach to this kind of relationships in the academic ambit, in order to promote mutually beneficial relationships.
Abstract. This document presents a relationship marketing model intended to manage the relations between the University and its graduates, using as a case of study the National University in its main campus, Bogota. The model is based on relationship marketing, service dominant logic, and service systems theories, which aims to develop a creative approach to this kind of relationships in the academic ambit, in order to promote mutually beneficial relationships.