Marketing estratégico en las Pyme de servicios del subsector de Arquitectura e Ingeniería de la ciudad de Barranquilla
Organizations worldwide require management techniques to face complex and competitive markets. For this reason the objective of the research sought to analyze the Strategic Marketing in the SMEs of services of the subsector of Architecture and Engineering of the city of Barranquilla. The project was...
- Autores:
-
Ortega Dolovitz, Ana Bernarda
Ortiz Alarcón, Andrés Manuel
- Tipo de recurso:
- Trabajo de grado de pregrado
- Fecha de publicación:
- 2019
- Institución:
- Corporación Universidad de la Costa
- Repositorio:
- REDICUC - Repositorio CUC
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.cuc.edu.co:11323/6000
- Acceso en línea:
- https://hdl.handle.net/11323/6000
https://repositorio.cuc.edu.co/
- Palabra clave:
- Strategic marketing
Strategic
SME
Marketing estratégico
Estrategia Pyme
- Rights
- openAccess
- License
- Attribution-NonCommercial-ShareAlike 4.0 International
| Summary: | Organizations worldwide require management techniques to face complex and competitive markets. For this reason the objective of the research sought to analyze the Strategic Marketing in the SMEs of services of the subsector of Architecture and Engineering of the city of Barranquilla. The project was descriptive in a quantitative approach, with the main source of information being a field study that was carried out by applying a Likert questionnaire to the managers of the study units. The results were analyzed through descriptive statistics, making it possible to show that the companies in the sector lack an efficient strategic marketing process, due to deficiencies in the execution of resources and capacities of the formulation and implementation phases and strategic control. |
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