摘要：This research turns up from the interest to reckon the importance and practice of the relational marketing in the development of a productive sector or a company that pretend the neverending as a crucial objective for their performance. In particular, this research concentrates in the study of small and medium companies (PYMES for their acronym in Spanish) due to their characteristics, economic impact in the country development and the role they perform in the national enterprise structure. The observation has a special characteristic: their categories of analysis are related with the market methods that in turn are related with the relations between the clients and the company. In other words, the sales methods, marketing, distribution, service, communications and process in some way affected the market consolidation and build the concept of loyalty. In the research this categories are divided in four groups in accordance with the relational analysis in the “matriz de ubicación estratégica” that simplifies the tendencies of PYMES in this case. Moreover, this exercise has the possibility to be used as a tool for the study of markets inside any company that tries to study its style to relate with the markets. The research includes as a soft technology to the relational marketing the concepts and tools of management that through the diagnostic methodology used in this research allow a sector or a company implement the process, analyse the results and define the markets strategy
关键词：Crm, Marketing, Clients, Information, Systems, Strategic, Costumers, Database Marketing, Advertising, Communications.;mercadeo, publicidad, Pymes, bases de datos para mercadeo, clientes, administración.
