Por favor, use este identificador para citar o enlazar este ítem: http://dspace.udla.edu.ec/handle/33000/4161
Registro completo de metadatos
Campo DC Valor Lengua/Idioma
dc.contributor.advisorDávalos López, Alfredo-
dc.creatorÁlvarez Ballesteros, María José-
dc.creatorRodríguez Sánchez, Andrés-
dc.identifier.citationÁlvarez Ballesteros, M. J.; Rodríguez Sánchez, A. (2003). Estrategias de marketing para el lanzamiento de un nuevo producto artesanal en Quito (Tesis de pregrado). Universidad de las Américas, Quito.es_ES
dc.descriptionIt is a real project, it is basically divided into three parts: A theoretical framework on concepts, definitions and a general overview of handicrafts in Quito and Ecuador, and a theoretical framework on issues related to Strategic Marketing. The second part is the artisan market research in Quito that includes a survey of artisans affiliated with the National Artisan Defense Board and interviews with people in the area. And finally, the marketing plan for the launch of the product NARANJITAS DE COLECCIÓN, which contains a strategic plan of the Company, the marketing mix and the promotional campaign that includes a plan of Direct Marketing, Public Relations, Merchandising Techniques, Packaging and Labeling We wanted to execute this project, starting from the fact that initially we had a novel and creative product that did not have a strategic marketing plan to back it up, which is why plans and strategies were developed that in a short or medium term will guarantee positive results. It is expected that other students adopt this initiative, and take as an example this project, so that they realize that the University provides the necessary education and training, to form a company of its own.en
dc.description.abstractEs un proyecto real, está dividido básicamente en tres partes: Un marco teórico sobre conceptos, definiciones y un panorama general sobre las artesanías en Quito y el Ecuador, y un marco teórico sobre temas relacionados a Marketing Estratégico...es_ES
dc.format.extent156 p.es_ES
dc.publisherQuito: Universidad de las Américas, 2003es_ES
dc.titleEstrategias de marketing para el lanzamiento de un nuevo producto artesanal en Quitoes_ES
Aparece en las colecciones: Licenciatura en Publicidad

Ficheros en este ítem:
Fichero Descripción Tamaño Formato  
UDLA-EC-TPU-2003-05.pdf75,13 MBAdobe PDFVisualizar/Abrir

Este ítem está sujeto a una licencia Creative Commons Licencia Creative Commons Creative Commons