Planificación e inteligencia de mercado en la empresa contemporánea | Revista Publicando
Planificación e inteligencia de mercado en la empresa contemporánea
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Fiallos Tapia, O. A., & Flor Freire, X. A. (2017). Planificación e inteligencia de mercado en la empresa contemporánea. Revista Publicando, 4(11 (2), 751-760. Recuperado a partir de https://revistapublicando.org/revista/index.php/crv/article/view/631

Resumen

Con el rápido desarrollo de la tecnologí­a de la información, los clientes no sólo compran en lí­nea, sino que también publican comentarios en las redes sociales. Este Contenido Generado por el Usuario (CGU) puede ser útil para comprender las experiencias de compra de los clientes e influir en las intenciones de compra de los futuros clientes. Por lo tanto, la inteligencia empresarial y la analí­tica son cada vez más defendidas como una manera de analizar el (CGU) en las redes sociales y apoyar las actividades de marketing de las empresas. Sin embargo, debido a su estructura abierta, el (CGU) como las revisiones de los clientes pueden ser difí­ciles de analizar, y las empresas lo encuentran difí­cil de aprovechar. Para llenar este vací­o, este estudio tiene como objetivo una revisión bibliográfica de investigaciones que desarrollas estas prácticas de inteligencia de mercado en la empresa contemporáneas. Los principales resultados de la investigación se destacan la utilizando un enfoque de minerí­a de texto, que permite identificar los atributos clave que conducen la satisfacción del cliente o la insatisfacción hacia los productos y servicios.  

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