Keywords
normas internacionales de información financiera
auditorÃa
How to Cite
Abstract
Los ciclos de negocios pueden afectar a mercados enteros y alterar significativamente las actividades de marketing y el desempeño de muchas empresas. A pesar de que los gerentes no pueden evitar que ocurran CN, la investigación de mercadeo en los últimos 15 años ha proporcionado evidencia creciente de que su impacto en los consumidores y, por lo tanto, en el desempeño de la firma y la marca, depende en gran medida de cómo las firmas ajustan su mezcla de marketing en respuesta a estas oscilaciones macroeconómicas. En este estudio, revisamos la creciente literatura de marketing sobre el impacto de las fluctuaciones CN. La discusión se centra en tres aspectos clave: Impacto temporal o permanente de los CN en la comercialización. Enfoques para evaluar el estado general de la economía en un mercado. Métodos y métricas para describir los patrones CN en marketing.
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