Diana Garcia Tamayo

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Papers by Diana Garcia Tamayo

Mercadeo estratégico basado en capacidades hipercompetitivas para enfrentar mercados turbulentos. / Strategic marketing based on hypercomptive capacities to face turbulent markets.

by Ernesto García Cali and Diana Garcia Tamayo

Revista Espacios, Feb 2, 2018

This article aims to analyze strategic marketing (SM) based on hypercompetitive aptitudes (HC) as... more This article aims to analyze strategic marketing (SM) based on hypercompetitive aptitudes (HC) as an alternative to deal with turbulent markets. From the methodological aspect, it presents the empirical approach of the positivist, descriptive, non-experimental and field paradigm. For this purpose, the compliance of the phases of the SM process is studied, at the same time that the disposition of the leaders of these companies to apply the HC in response to the deficiencies found in the sector is analyzed. Finally, a chart is presented that shows how the SM can use the HC to reinforce the market management in turbulent conditions.

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