Marketing estratégico en las pymes del sector de manufactura en Barranquilla

Thanks to the globalization of the market, companies, regardless of their size, are immersed in a turbulent and highly competitive market, in which they must apply processes such as strategic marketing, which guarantee their sustainability in the market over time. Therefore, this research aims to analyze the process of strategic marketing in the SMEs of the manufacturing sector in Barranquilla. To do this, a quantitative approach research was carried out, with a descriptive scope, a non-experimental transectional field design, in which the primary information was collected at a moment in time, through the application of a questionnaire. , whose results were analyzed statistically through software, which evidenced the lack of application of the strategic marketing process and a low degree of market orientation, seen as part of the first. Taking into account these results, guidelines were generated that can contribute to the improvement of the management of the area in charge so that they can maintain and expand their participation in the market over time. In conclusion, the manufacturing SMEs in Barranquilla do not employ strategic marketing processes, which affects their performance and may be generating an opportunity cost, for which a strategic marketing plan could be made for each of them adapted to their needs.

• Autores: Herrera Maury, Etna
• Tipo de recurso: Trabajo de grado de pregrado
• Fecha de publicación: 2018
• Institución: Corporación Universidad de la Costa
• Repositorio: REDICUC - Repositorio CUC
• Idioma: spa
• OAI Identifier: oai:repositorio.cuc.edu.co:11323/2297
• Acceso en línea: https://hdl.handle.net/11323/2297; https://repositorio.cuc.edu.co/
• Palabra clave: Pyme; Manufactura; Marketing estratégico
• Rights: openAccess
• License: Atribución – No comercial – Compartir igual