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Juárez, F. (2016). Relación entre estrategias comunitarias y mercadeo para fomentar el desarrollo de las comunidades y su sostenibilidad en las organizaciones. International Journal of Psychological Research, 9(1), 113–125. https://doi.org/10.21500/20112084.2106
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To give up copyright, the authors allow that, International Journal of Psychological Research, distribute the work more broadly, check for the reuse by others and take care of the necessary procedures for the registration and administration of copyright; at the same time, our editorial board represents the interests of the author and allows authors to re-use his work in various forms. In response to the above, authors transfer copyright to the journal, International Journal of Psychological Research. This transfer does not imply other rights which are not those of authorship (for example those that concern about patents). Likewise, preserves the authors rights to use the work integral or partially in lectures, books and courses, as well as make copies for educational purposes. Finally, the authors may use freely the tables and figures in its future work, wherever make explicit reference to the previous publication in International Journal of Psychological Research. The assignment of copyright includes both virtual rights and forms of the article to allow the editorial to disseminate the work in the manner which it deems appropriate.
The editorial board reserves the right of amendments deemed necessary in the application of the rules of publication.
Resumen
El propósito de este estudio fue definir la relación estratégica communitaria y el marketing (RECM) como una herramiento relevante para promover el desarrollo de las comunidades y la perdurabilidad de las organizaciones. El método utilizado fue racionalista, teórico, y conceptual, comprendiendo una estructura de análisis de proposiciones. Las proposiciones enunciadas proporcionaron un marco para el análisis la discusión y las conclusiones. En primer lugar, se proporcionó una definición de RECM y posteriormente se realizaron diferentes análisis los cuales determinaron la utilidad y singularidad de este enfoque. Los análisis fueron: 1) La utilidad de los conceptos y estrategias comunitarias en RECM 2) La existencia de un enfoque de comunidad en diferentes áreas y marketing, y 3) La relevancia del uso de los conceptos y estrategias comunitarias para promover el desarrollo de las comunidades y la perdurabilidad de las organizaciones. La conclusión fue que el uso de RECM y estos conceptos y estrategias tienen el potencial de ser un fructífero enfoque estratégico en marketing y en todas las actividades de la organización.
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Gao, J., & Bansal, P. (2013). Instrumental and integrative logics in business sustainability. Journal of Business Ethics, 112(2), 241-255.
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Gupta, S., & Pirsch, J. (2006). A taxonomy of cause-related marketing research: current findings and future research directions. Journal of Nonprofit & Public Sector Marketing, 15(1/2), 25-43.
Hallak, R., Brown, G., & Lindsay, N.J. (2013). Examining tourism SME owners’ place attachment, support for community and business performance: the role of the enlightened self-interest model. Journal of Sustainable Tourism, 21(5), 658-678.
Handley, D.M., & Howell-Moroney, M. (2010). Ordering stakeholder relationships and citizen participation: evidence from the community development block grant program. Public Administration Review, 70(4), 601-609.
Harmon, H.L., & Schafft, K. (2009). Rural school leadership for collaborative community development. Rural Educator, 30(3), 4-9.
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Jensen, H., Muñiz Jr., A.M., & Arnould, E.J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30-51.
Juárez, F. (2011). A critical review of relationship marketing: strategies to include community into marketing in development contexts. African Journal of Business Management, 5(35), 13404-13409.
Juárez, F. (2014). The community in business: strategic relationship between companies and environment and marketing. International Journal of Psychological Research, 7(1), 8-11.
Juárez, F., & Chacón, A.M. (2013a). Community strategies that replace marketing in the relationship between continuing education organizations and the community. Educational Research, 4(3), 231-238.
Juárez, F., & Chacón, A.M. (2013b). Relationship with the community instead of marketing: a continuing education case. Educational Research, 4(3), 239-248.
Kakabadse, N.K., Rozuel, C., & Lee-Davies, L. (2005). Corporate social responsibility and stakeholder approach: a conceptual review. International Journal of Business Governance and Ethics, 1(4), 277-302.
Kilpatrick, S., Field, J., & Falk, I. (2003). Social capital: an analytical tool for exploring lifelong learning and community. British Education Research Journal, 29(3), 417-433.
Korableva, O., & Litun, V. (2014). The potential of transitive economies’ growth based on innovative strategy. WSEAS Transactions on Business and Economics, 11, 725-736.
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