Marketing Estratégico by Jorge Luis González Yannuzzelli - Bookswagon
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Marketing Estratégico

Marketing Estratégico


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About the Book

El libro tiene como finalidad posicionar la marca en el mercado riobambeño. La metodología se basa en la aplicación de encuestas a personas de las parroquias rurales y urbanas del cantón Riobamba, también herramientas de planificación estratégica que determinaron la situación actual de la empresa, tales como análisis del macro y micro entorno, matriz FODA, matriz de perfil competitivo (MPC), matriz interno-externo (MIE), matriz MRG, método SERVPERF y matriz de orden mental. Mediante el estudio de mercado se determinó que CONDUESPOCH E.P. ocupa el segundo lugar en el mercado, por debajo del 50% lo que significa que esta requiere de herramientas de marketing, las mismas que contribuyan a mejorar su situación actual como empresa frente al mercado. La propuesta se basa en la creación de estrategias de posicionamiento, basadas en el estudio de mercado y en las 4P del marketing. Se recomienda que CONDUESPOCH E.P. diversifique su cartera de servicios para que los clientes actuales y potenciales tengan más opciones de compra y sea esta una de las formas para lograr que la marca ocupe un lugar en la mente del usuario comunicando el posicionamiento al mercado a través de la publicidad.


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Product Details
  • ISBN-13: 9786200397324
  • Publisher: KS Omniscriptum Publishing
  • Publisher Imprint: Editorial Academica Espanola
  • Height: 229 mm
  • No of Pages: 56
  • Spine Width: 3 mm
  • Width: 152 mm
  • ISBN-10: 6200397325
  • Publisher Date: 20 Apr 2020
  • Binding: Paperback
  • Language: Spanish
  • Returnable: N
  • Weight: 145 gr


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