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Gestion Hotelera

For the marketers, like Dr. Philip Kotler (2004, p. xvii), who teaches international marketing, S. C. Johnson and Son, Kellogg Graduate School of Management, Northwestern University, author of several books and over ninety articles published in major newspapers and magazines that are widely used documentary sources in the graduate business schools. It addresses and proposes the study of marketing concepts involving three peremptory today as: ‘the human concept’, ‘the concept of intelligent consumer’ and ‘the concept of ecological imperative’. Kotler et. al. (2000, p. 28) coined the organizations to implement the social marketing approach ‘should identify the needs, desires and interests of their target audience, and met more effectively than the competition and how to preserve or enhance the welfare long-term consumer and society ‘. From this perspective, social marketing is part of a more global concept that is relationship marketing that according to Kotler ob. cit. (p. 14) ‘aims to create long term relationships, mutually satisfactory, with key players (‘) in order to gain and maintain long-term and business preferences of the agents’. So, to develop successful long term relationships with customers, companies need to manage the lifecycle of its customers, ie, define the behavior of target customers, so that all internal processes are completely oriented institution attract clients, sell products or services and maintain a profitable long term relationship with them. Refer Greenberg (2003, p. 98) ‘The commitment is long term and the company has to adapt its response to changing customer behavior in real time’. The purpose is to deeply involve clients with strategic thinking and to do the day-day business, so they are captured and kept forever, thus ensuring their loyalty, prosperity and long-term mutual profitability. There are differences in how to establish long term relationships between firms with their clients to Kotler ob. cit. (p. 478) ‘business offerings usually include some type of service, which may be a more or less within the total supply. ” Kotler ob. cit. (p. 479) distinguishes five types of supply are: 1) an asset only tangible, 2) a tangible asset with some services, 3) a hybrid, 4) accompanied a critical service for goods and services less important and, 5 ) a pure service.

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