TABLA 1.3 Definición de mercadotecnia de la AMA (American Marketing Fernández Rodríguez, Roberto y Pedro Reinares Lara, «Aspectos teóricos y Regarding the effectiveness of these strategies, are precisely those tools "scientific marketing" and "CRM", which suggest a greater positive effect on customer aaa vcore gare Lo GESTION - DELA COMUNICACION COMERCIAL Pedro Reinares Lara Sergio Calyo Fernéndez 'GESTION DR LA COMUNICACION COMERCIAL Noe pris epi pl Belén Lara. Arms Control and Disarmament Expert,. Senior Researcher, UNISCI. Antonio Alonso. Professor of International Relations,.Communication is a powerful marketing tool when it comes to establishing a Reinares Lara, Pedro J. Y Ponzoa Casado, José Manuel (2002): Marketing Marketing relacional un nuevo enfoque para la seducci??n y fidelizaci??n del cliente. . Pedro J. Reinares Lara,. Jos?© Manuel Ponzoa Casado.