La evolución de la literatura de demercadear
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Palabras clave

demercadear
escasez
demanda excesiva
recesiones.

Cómo citar

Quiñones Cintrón, V., Von Hack, J., Pérez Rivera, M. M., Medina Velázquez, A. Y., & Pellot, J. D. (2017). La evolución de la literatura de demercadear. Fórum Empresarial, 22(1 Verano), 77–108. https://doi.org/10.33801/fe.v22i1.11932

Resumen

El término demercadear se refiere a una estrategia destinada a regular el nivel y la forma de la demanda actual y futura de las organizaciones (con y sin fines de lucro así como de gobierno). Dicho de otra manera, el demercadear es la respuesta estratégica u hoja de ruta diseñada por las organizaciones, para gestionar la demanda excesiva de bienes, servicios, experiencias y otros productos, por sus mercados actuales o futuros. Este trabajo investiga la evolución de la literatura sobre el demercadear entre 1971 y 2014, su desarrollo teórico y conceptual, y los contextos prácticos en los que se ha aplicado para regular la demanda. Su objetivo es plantear preguntas y comentarios sobre el enfoque sostenido por quienes han estudiado y aplicado el demercadear como una forma de gestionar la demanda.
https://doi.org/10.33801/fe.v22i1.11932
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Citas

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