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http://dspace.udla.edu.ec/handle/33000/10420| Tipo de material : | masterThesis |
| Título : | Plan de posicionamiento de imagen y marca del hospital básico del IESS - Guaranda, durante el año 2017 |
| Autor : | García García, Xavier Antonio |
| Tutor : | Larrea Cabrera, Susana Janneth |
| Palabras clave : | POSICIONAMIENTO DEL SERVICIO;ADMINISTRACIÓN HOSPITALARIA;IMAGEN CORPORATIVA;INSTITUTO ECUATORIANO DE SEGURIDAD SOCIAL;GUARANDA-ECUADOR |
| Fecha de publicación : | 2018 |
| Editorial : | Quito: Universidad de las Américas, 2018 |
| Citación : | García García, X. A. (2018). Plan de posicionamiento de imagen y marca del hospital básico del IESS - Guaranda, durante el año 2017 (Tesis de maestría). Universidad de las Américas, Quito. |
| Resumen : | El presente estudio, tuvo como principal objetivo elaborar un “Plan de posicionamiento de imagen y marca para el Hospital Básico del IESS Guaranda, durante el año 2017… |
| Descripción : | The main objective of this study was to develop a "Image and Brand Positioning Plan for the Basic Hospital of IESS - Guaranda, during the year 2017. The type of research used in this research study is descriptive with a qualitative approach in Reason of the analyzes carried out. The methods used in this study are the analytic that consists of decomposing the positioning plan separating each of the parts of the whole to study it in a particular way, the synthetic one that consists of integrating the dispersed data in a single analysis, the inductive that uses the Reasoning to deduce conclusions that start from valid facts, to reach conclusions and the deductive that consists in making general conclusions for particular explanations, the techniques used were the observation and the interview to experts. The results obtained are as follows: a set of strategies have been designed that are part of a plan that will allow a firm positioning of the image and brand of the IESS - Guaranda Basic Hospital. The main conclusion reached is that the positioning plan is of vital importance to position itself as a leader in the health services in the mental perception of the affiliates to the IESS. |
| URI : | http://dspace.udla.edu.ec/handle/33000/10420 |
| Aparece en las colecciones: | Maestría en Administración de Instituciones de Salud |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TEAIS-2018-05.pdf | 2,55 MB | Adobe PDF | Visualizar/Abrir |
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