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La presente investigación se diseñó para investigar el impacto de estas estrategias de marketing en el rendimiento de las ventas de las pequeñas empresas y microempresas," /> <title>(PDF) [Artículo] Impacto de la estrategia de marketing en el rendimiento de las ventas</title> <link rel="canonical" href="https://www.academia.edu/125273181/_Art%C3%ADculo_Impacto_de_la_estrategia_de_marketing_en_el_rendimiento_de_las_ventas" /> <script async src="https://www.googletagmanager.com/gtag/js?id=G-5VKX33P2DS"></script> <script> window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('js', new Date()); gtag('config', 'G-5VKX33P2DS', { cookie_domain: 'academia.edu', send_page_view: false, }); gtag('event', 'page_view', { 'controller': "single_work", 'action': "show", 'controller_action': 'single_work#show', 'logged_in': 'false', 'edge': 'unknown', // Send nil if there is no A/B test bucket, in case some records get logged // with missing data - that way we can distinguish between the two cases. // ab_test_bucket should be of the form <ab_test_name>:<bucket> 'ab_test_bucket': null, }) </script> <script> var $controller_name = 'single_work'; var $action_name = "show"; var $rails_env = 'production'; var $app_rev = '107520bac59918e2ceae62eaadd15bff3d1e7904'; var $domain = 'academia.edu'; var $app_host = "academia.edu"; var $asset_host = "academia-assets.com"; var $start_time = new Date().getTime(); var $recaptcha_key = "6LdxlRMTAAAAADnu_zyLhLg0YF9uACwz78shpjJB"; var $recaptcha_invisible_key = "6Lf3KHUUAAAAACggoMpmGJdQDtiyrjVlvGJ6BbAj"; var $disableClientRecordHit = false; </script> <script> window.require = { config: function() { return function() {} } } </script> <script> window.Aedu = window.Aedu || {}; window.Aedu.hit_data = null; window.Aedu.serverRenderTime = new Date(1740991111000); window.Aedu.timeDifference = new Date().getTime() - 1740991111000; </script> <script type="application/ld+json">{"@context":"https://schema.org","@type":"ScholarlyArticle","abstract":"Las estrategias de marketing (7P) son la piedra angular de cualquier empresa. La presente investigación se diseñó para investigar el impacto de estas estrategias de marketing en el rendimiento de las ventas de las pequeñas empresas y microempresas, en concreto en la provincia de Duhok (Iraq). En este sentido, la investigación pretende comprobar el impacto del marketing relacional (producto, precio, plaza, promoción, proceso, personas y pruebas físicas) en el rendimiento de las ventas, así como la forma de aplicarlas y gestionarlas. La metodología empleada partió del método descriptivo y analítico. La técnica de recogida de datos incluyó una fuente central y otra secundaria con el fin de proporcionar un marco teórico. En cuanto a las herramientas de análisis de datos, consisten en pruebas de validez y fiabilidad, estadísticas descriptivas de los participantes y las variables, análisis de correlación y análisis factorial de impacto mediante el uso de la versión más reciente de Statistical Package for Social Sciences (SPSS V. 28). No obstante, se empleó un muestreo aleatorio que consiste en propietarios de microempresas y pequeñas empresas de la región de Iraq-Kurdistán, de las que esta investigación sólo seleccionó la gobernación de Duhok de entre 4 ciudades. Por el contrario, el cuestionario es la herramienta clave de esta investigación, que se distribuyó a (150) líderes empresariales (130) cuestionarios fueron recogidos, (123) encuestas fueron validadas y listas para el análisis de datos y pruebas de investigación con una tasa de respuesta valorada en (82%) de la muestra objetivo, y el factor de fiabilidad fue de (0,928).","author":[{"@context":"https://schema.org","@type":"Person","name":"Plataforma Revistas 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window.loswp.willEdgeCache = false; window.loswp.work = {"work":{"id":125273181,"created_at":"2024-11-04T00:01:43.582-08:00","from_world_paper_id":null,"updated_at":"2024-11-05T10:47:40.478-08:00","_data":{"abstract":"Las estrategias de marketing (7P) son la piedra angular de cualquier empresa. La presente investigación se diseñó para investigar el impacto de estas estrategias de marketing en el rendimiento de las ventas de las pequeñas empresas y microempresas, en concreto en la provincia de Duhok (Iraq). En este sentido, la investigación pretende comprobar el impacto del marketing relacional (producto, precio, plaza, promoción, proceso, personas y pruebas físicas) en el rendimiento de las ventas, así como la forma de aplicarlas y gestionarlas.\n\nLa metodología empleada partió del método descriptivo y analítico. La técnica de recogida de datos incluyó una fuente central y otra secundaria con el fin de proporcionar un marco teórico. En cuanto a las herramientas de análisis de datos, consisten en pruebas de validez y fiabilidad, estadísticas descriptivas de los participantes y las variables, análisis de correlación y análisis factorial de impacto mediante el uso de la versión más reciente de Statistical Package for Social Sciences (SPSS V. 28). No obstante, se empleó un muestreo aleatorio que consiste en propietarios de microempresas y pequeñas empresas de la región de Iraq-Kurdistán, de las que esta investigación sólo seleccionó la gobernación de Duhok de entre 4 ciudades. Por el contrario, el cuestionario es la herramienta clave de esta investigación, que se distribuyó a (150) líderes empresariales (130) cuestionarios fueron recogidos, (123) encuestas fueron validadas y listas para el análisis de datos y pruebas de investigación con una tasa de respuesta valorada en (82%) de la muestra objetivo, y el factor de fiabilidad fue de (0,928).","publication_date":"2024,,","publication_name":"Vol.7 Núm. 1"},"document_type":"paper","pre_hit_view_count_baseline":null,"quality":"high","language":"es","title":"[Artículo] Impacto de la estrategia de marketing en el rendimiento de las ventas","broadcastable":true,"draft":null,"has_indexable_attachment":true,"indexable":true,"seo_quality":null}}["work"]; window.loswp.workCoauthors = [1823375]; window.loswp.locale = "en"; window.loswp.countryCode = "SG"; window.loswp.cwvAbTestBucket = ""; window.loswp.designVariant = "ds_vanilla"; window.loswp.fullPageMobileSutdModalVariant = "control"; window.loswp.useOptimizedScribd4genScript = false; 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La presente investigación se diseñó para investigar el impacto de estas estrategias de marketing en el rendimiento de las ventas de las pequeñas empresas y microempresas, en concreto en la provincia de Duhok (Iraq). En este sentido, la investigación pretende comprobar el impacto del marketing relacional (producto, precio, plaza, promoción, proceso, personas y pruebas físicas) en el rendimiento de las ventas, así como la forma de aplicarlas y gestionarlas. La metodología empleada partió del método descriptivo y analítico. La técnica de recogida de datos incluyó una fuente central y otra secundaria con el fin de proporcionar un marco teórico. En cuanto a las herramientas de análisis de datos, consisten en pruebas de validez y fiabilidad, estadísticas descriptivas de los participantes y las variables, análisis de correlación y análisis factorial de impacto mediante el uso de la versión más reciente de Statistical Package for Social Sciences (SPSS V. 28). No obstante, se empleó un muestreo aleatorio que consiste en propietarios de microempresas y pequeñas empresas de la región de Iraq-Kurdistán, de las que esta investigación sólo seleccionó la gobernación de Duhok de entre 4 ciudades. Por el contrario, el cuestionario es la herramienta clave de esta investigación, que se distribuyó a (150) líderes empresariales (130) cuestionarios fueron recogidos, (123) encuestas fueron validadas y listas para el análisis de datos y pruebas de investigación con una tasa de respuesta valorada en (82%) de la muestra objetivo, y el factor de fiabilidad fue de (0,928).</p></div></div><div class="ds-top-related-works--grid-container"><div class="ds-related-content--container ds-top-related-works--container"><h2 class="ds-related-content--heading">Related papers</h2><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="0" data-entity-id="26617440" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/26617440/Nota_sobre_la_estrategia_de_marketing">Nota sobre la estrategia de marketing</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="50602300" href="https://independent.academia.edu/AnaFajardo14">Ana Fajardo</a></div><p class="ds-related-work--abstract ds2-5-body-sm">El caso de LACC número 504-S13 es la versión en español del caso HBS número 9-598-061. 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Metodologicamente el trabajo analiza el ajuste entre la estrategia de operaciones y la estrategia de negocio adoptando un enfoque moderador. La estrategia de negocio se representa mediante la tipologia de Miles y Snow (1978) y la estrategia de operaciones se expresa a traves de las prioridades competitivas. La informacion sobre las estrategias proviene de una encuesta postal y los resultados empresariales se obtienen a partir de fuentes secundarias. En el trabajo se evidencia la existencia de un efecto moderador por parte de la estrategia de negocio en la relacion entre la estrategia de operaciones y los resultados empresariales dado que el efecto que ejerce la estrategia de operaciones es diferente en empresas con estrategia defensora del que existe...</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"El efecto de la estrategia de operaciones en los resultados","attachmentId":76075092,"attachmentType":"pdf","work_url":"https://www.academia.edu/63755482/El_efecto_de_la_estrategia_de_operaciones_en_los_resultados","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/63755482/El_efecto_de_la_estrategia_de_operaciones_en_los_resultados"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="4" data-entity-id="88686867" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/88686867/Efecto_de_la_estrategia_en_el_desempe%C3%B1o_de_la_empresa_Un_estudio_en_la_industria_manufacturera_de_Colombia">Efecto de la estrategia en el desempeño de la empresa. Un estudio en la industria manufacturera de Colombia</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="78962103" href="https://independent.academia.edu/HectorHugoPlascenciaGomez">Hector Hugo Plascencia Gomez</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Revista Venezolana de Gerencia, 2013</p><p class="ds-related-work--abstract ds2-5-body-sm">La orientación estratégica que adopta la empresa genera un efecto en el desempeño de la misma, por tal razón, el presente trabajo se traza como objetivo identificar el efecto que genera la orientación estratégica de la empresa sobre el desempeño de la misma. El estudio se realizó en 199 empresas industriales de Colombia, el procesamiento de la información se desarrolló bajo un análisis factorial confirmatorio ”“CFA”“ y un modelo de ecuaciones estructurales ”“SEM”“. Se logra identificar tres tipos de configuraciones estratégicas, asimismo se identifica un efecto positivo de éstas sobre los indicadores financieros y sobre la percepción del desempeño. Se concluye que aspectos como racionalización y reducción de costos han pasado a un segundo plano en el contexto colombiano, mientras que se identifica una gran incidencia del desarrollo de procesos de marketing y calidad del producto en la configuración de la estrategia.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Efecto de la estrategia en el desempeño de la empresa. Un estudio en la industria manufacturera de Colombia","attachmentId":92614779,"attachmentType":"pdf","work_url":"https://www.academia.edu/88686867/Efecto_de_la_estrategia_en_el_desempe%C3%B1o_de_la_empresa_Un_estudio_en_la_industria_manufacturera_de_Colombia","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/88686867/Efecto_de_la_estrategia_en_el_desempe%C3%B1o_de_la_empresa_Un_estudio_en_la_industria_manufacturera_de_Colombia"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="5" data-entity-id="100557550" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/100557550/Las_estrategias_de_marketing_y_su_relaci%C3%B3n_con_las_ventas_en_la_Positiva_Seguros_y_Reaseguros_oficina_Huancayo_gesti%C3%B3n_2015">Las estrategias de marketing y su relación con las ventas en la Positiva Seguros y Reaseguros - oficina Huancayo gestión 2015</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="266713851" href="https://independent.academia.edu/FiorellaNavarro23">Fiorella Navarro</a></div><p class="ds-related-work--metadata ds2-5-body-xs">2018</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Las estrategias de marketing y su relación con las ventas en la Positiva Seguros y Reaseguros - oficina Huancayo gestión 2015","attachmentId":101347800,"attachmentType":"pdf","work_url":"https://www.academia.edu/100557550/Las_estrategias_de_marketing_y_su_relaci%C3%B3n_con_las_ventas_en_la_Positiva_Seguros_y_Reaseguros_oficina_Huancayo_gesti%C3%B3n_2015","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/100557550/Las_estrategias_de_marketing_y_su_relaci%C3%B3n_con_las_ventas_en_la_Positiva_Seguros_y_Reaseguros_oficina_Huancayo_gesti%C3%B3n_2015"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="6" data-entity-id="91895801" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/91895801/Importancia_de_la_estrategia_de_marketing_dentro_del_sistema_de_informaci%C3%B3n_gerencial_en_las_organizaciones">Importancia de la estrategia de marketing dentro del sistema de información gerencial en las organizaciones</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="251364202" href="https://independent.academia.edu/MariaToscano26">Maria Toscano</a><span>, </span><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="238271964" href="https://independent.academia.edu/TanyaRecaldeChiluiza">Tanya Recalde Chiluiza</a></div><p class="ds-related-work--metadata ds2-5-body-xs">2018</p><p class="ds-related-work--abstract ds2-5-body-sm">Resumen La realizacion de esta investigacion tiene por objetivo analizar la importancia de las estrategias de marketing dentro del sistema de informacion gerencial en las organizaciones, estrategias basicas y claves para la planeacion estrategica de una organizacion, estrechamente relacionadas con las mision y vision que la organizacion quiere alcanzar, utilizando los sistemas de informacion gerencial como SAP ERP las estrategias de marketing pueden ser planificadas, administradas y controladas, determinar si estas son o no rentables, en una epoca donde el uso en conjunto de TI , TICS e inteligencia de negocio, marcan la diferencia para que una organizacion sobre salga en relacion a otra marcando claramente su posicionamiento y competencia, donde las diferentes aplicaciones informaticas utilizan tecnologia de punta como: Internet (redes sociales), Equipos Moviles para realizar diferentes transacciones electronicas, permitiendo de esta manera utilizar informacion releva...</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" 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class="ds-related-work--container js-wsj-grid-card" data-collection-position="7" data-entity-id="66250616" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/66250616/Influencia_de_la_colaboraci%C3%B3n_entre_las_%C3%A1reas_de_ventas_y_marketing_en_los_resultados_de_las_empresas_en_un_entorno_de_orientaci%C3%B3n_al_mercado">Influencia de la colaboración entre las áreas de ventas y marketing en los resultados de las empresas en un entorno de orientación al mercado</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="50039533" href="https://girona.academia.edu/%C3%93scarGuti%C3%A9rrezArag%C3%B3n">Óscar Gutiérrez-Aragón</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Revista de Estudios Empresariales, Segunda Época, 2021</p><p class="ds-related-work--abstract ds2-5-body-sm">Resumen La relación entre las funciones de ventas y marketing ha generado tradicionalmente un considerable interés académico, centrándose de forma principal en cómo se puede mejorar la relación entre ambas. El objetivo principal de este trabajo es analizar cómo la orientación al mercado (OM) y la colaboración entre marketing y ventas (CMV), aspectos fuertemente relacionados con diversos elementos de la cultura organizacional, influyen en los resultados de la organización (RE), determinando, además, cuál de los dos factores tiene un mayor impacto en los resultados empresariales. La metodología se ha basado en el análisis cuantitativo a partir de una fuente primaria, una encuesta. Para ello, al objeto de conocer el nivel de orientación al mercado de cada organización y el grado de colaboración de marketing y ventas en las empresas, se ha enviado un cuestionario a directores generales, de marketing, de ventas, de recursos humanos y otros mandos comerciales de 283 empresas españolas con una facturación anual de al menos 6 millones de euros. La investigación ha demostrado que en aquellas empresas orientadas al mercado en las que los departamentos objeto de estudio colaboran entre sí se obtienen mejores resultados. En cualquier caso, el aspecto más determinante en los resultados, por encima de la cooperación entre departamentos, es la orientación al mercado, que es explicada, en su mayor parte, por la orientación al cliente (64,6 por cien), seguida de la coordinación interna (20,2 por cien) y la orientación a los competidores (15,2 por cien). Abstract The relationship between sales and marketing has traditionally generated considerable academic interest, focusing primarily on how the relationship between the two can be improved. The main objective of this work is to analyse how market orientation (MO) and collaboration between marketing and sales (SMC), aspects strongly related to various elements of organizational culture, influence the results of the organization (BP), determining, in addition, which of the two factors has a greater impact on business results. The methodology has been based on quantitative analysis from primary sources. To this end, in order to know the level of market orientation of each organization and the degree of marketing and sales collaboration in the companies, a survey has been sent to general managers, marketing, sales, human resources and other managers sales of 283 Spanish companies with an annual turnover of at least 6 million euros. Research has shown that market-oriented companies in which the departments under study collaborate with each other perform better. In any case, the most determining aspect in the results, above cooperation between departments, is market orientation, which is explained, for the most part, by customer orientation (64.6%), followed by internal coordination (20.2%) and orientation towards competitors (15.2%).</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Influencia de la colaboración entre las áreas de ventas y marketing en los resultados de las empresas en un entorno de orientación al mercado","attachmentId":77515705,"attachmentType":"pdf","work_url":"https://www.academia.edu/66250616/Influencia_de_la_colaboraci%C3%B3n_entre_las_%C3%A1reas_de_ventas_y_marketing_en_los_resultados_de_las_empresas_en_un_entorno_de_orientaci%C3%B3n_al_mercado","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/66250616/Influencia_de_la_colaboraci%C3%B3n_entre_las_%C3%A1reas_de_ventas_y_marketing_en_los_resultados_de_las_empresas_en_un_entorno_de_orientaci%C3%B3n_al_mercado"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="8" data-entity-id="21417567" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/21417567/Marketing_y_estrategia">Marketing y estrategia</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="42485630" href="https://independent.academia.edu/cmonterrosa">cesar monterrosa</a></div><p class="ds-related-work--abstract ds2-5-body-sm">El concepto de estrategia lo podemos definir como: "un conjunto de acciones encaminadas a la consecución de una ventaja competitiva sostenible en el tiempo y defendible frente a la competencia, mediante la adecuación entre los recursos y capacidades de la empresa y el entorno en el cual opera, y a fin de satisfacer los objetivos de los múltiples grupos participantes en ella".</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Marketing y estrategia","attachmentId":41862227,"attachmentType":"docx","work_url":"https://www.academia.edu/21417567/Marketing_y_estrategia","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/21417567/Marketing_y_estrategia"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="9" data-entity-id="113847024" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/113847024/Elementos_de_la_estrategia_de_marketing_y_su_efecto_sobre_la_participaci%C3%B3n_de_mercado_en_la_industria_chilena">Elementos de la estrategia de marketing y su efecto sobre la participación de mercado en la industria chilena</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="280957046" href="https://independent.academia.edu/CristianSepulveda136">Cristian Sepulveda</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Contaduría y Administración, 2016</p><p class="ds-related-work--abstract ds2-5-body-sm">Disponible en www.sciencedirect.com www.cya.unam.mx/index.php/cya Elementos de la estrategia de marketing y su efecto sobre la participación de mercado en la industria chilena Elements of marketing strategy and its effect on market share in chilean industry</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Elementos de la estrategia de marketing y su efecto sobre la participación de mercado en la industria 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