Keywords
Management
Intelligent Organizations.
How to Cite
Abstract
AbstractThe fundamental purpose of this article is to analyze Social Marketing as a managerial tool in intelligent organizations, based on criteria developed by Senge (2006), Benavides (2001), Siliceo (2001), Perez (2004), among others. A descriptive study of documentary evidence was carried out to study the importance of transforming the current managerial practices in a competitive environment. This has brought about the creation of innovative marketing tools in order to increase market share and positioning, and therefore perform all the necessary activities that an intelligent organization requires to consolidate its entrepreneurial project.References
BENAVIDES, O. (2001) Competencias y competitividad. Diseño para organizaciones latinoamericanas. Mc Graw-Hill. Colombia.
DRUCKER, P. (1999) Los desafíos de la gerencia para el siglo XXI. Grupo Editorial Norma. Bogotá, Colombia.
PEREZ, L. (2004) Mercadeo social. Teoría y práctica. Editorial Prentice Hall. México.
ROBBINS, S. (2004) Comportamiento organizacional. Conceptos y aplicaciones. Prentice Hall Hispanoamericana, S.A. México.
SENGE, P. (2006) La Quinta Disciplina. Editorial Granica. España.
SILICEO, A; CASARES, D; GONZÁLEZ, J.L. (2001) Liderazgo, valores y cultura organizacional. Ed. Mc Graw Hill. México
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