Resumen:

El marketing relacional supuso un avance significativo en la concepción del marketing tradicional. Con la llegada de la era de Internet, esas expectativas se han confirmado y el abanico de nuevas posibilidades se ha extendido todavía más. El autor fundamenta las oportunidades que supone el marketing relacional respecto al tradicional y explica las posibilidades que ofrece Internet para acercarse más y mejor al cliente con un ejemplo concreto: el caso de la impresora HPDesignJet de Hewlett Packard.


Relational marketing represented a significant advance on the concept of traditional or transactional marketing. With the arrival of the Internet Age, these expectations have been confirmed, and the wide range of possibilities has been extended still further. The author sets out the opportunities offered by relational marketing as opposed to traditional marketing and explains how the Internet makes it possible to get closer to one’s clients and understand them better, basing his article on a the specific example: the case of Hewlett Packard’s HPDesignJet printer.