La gestión del valor de la cartera de clientes como herramienta para la toma de decisiones estratégicas de marketing.

Abstract

If a company seeks to ensure its presence in the market, the most reliable tool to guarantee their place is knowing how to properly manage the customer’s portfolio because nowadays clients are the most important asset within any organization. That’s why getting to comprehend and to know how the industry works is mandatory for the companies that want to succeed in the aggressive environment we now live on. By taking as a reference businesses settled in Guayaquil and the strategic marketing decisions (SMD) as the main tool to manage the customer portfolio, the purpose of this research is to prove that analyzing the customers' value, evaluating the exchange of value between a company and a client, customers' knowledge and an organizational culture oriented towards the client, are factors that have a positive impact in these decisions among the Small and Medium Enterprises (SBE) belonging to the tourism industry. Over a four-month period, surveys were conducted to 72 travel agencies located in Guayaquil due to the important relationship between the tourism sector and the Gross Domestic Product (GDP). Data obtained from these surveys concluded that a remarkable and positive relationship exists between the SMD and the other factors studied.