Marketing simbiótico. Una aproximación al concepto desde una revisión teórica

Luz Alexandra Montoya-Restrepo | Biografía
Universidad Nacional de Colombia
Javier Sánchez- Torres | Biografía
Universidad de Medellín
Iván Alonso Montoya-Restrepo | Biografía
Universidad Nacional de Colombia

Resumen

Se presentan los principales aportes académicos del concepto marketing simbiótico, se expone la definición del concepto de diferentes autores desde sus primeros aportes. Esta presentación se realiza mediante una metodología de búsqueda conceptual en la que se establecen los principales autores y las tendencias de estudio del concepto. Como principal conclusión se encuentra que es un tema que, si bien ya se ha desarrollado, ha pasado por diferentes explicaciones que conllevan baja claridad en su definición, se limita así la unificación y constancia en el reconocimiento de los principales aportes de los autores, lo que evidencia la necesidad de consolidar las contribuciones y de esta manera, reconocer y fortalecer los estudios empíricos de esta.

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Cómo citar
Montoya-Restrepo, L. A., Sánchez- Torres, J., & Montoya-Restrepo, I. A. (2019). Marketing simbiótico. Una aproximación al concepto desde una revisión teórica. Semestre Económico, 22(53), 103-126. https://doi.org/10.22395/seec.v22n53a5

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