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Tipo de material : bachelorThesis
Título : Estrategias de marketing para el lanzamiento de un nuevo producto artesanal en Quito
Autor : Álvarez Ballesteros, María José
Rodríguez Sánchez, Andrés
Tutor : Dávalos López, Alfredo
Palabras clave : MARKETING;ARTESANÍA;CAMPAÑAS PUBLICITARIAS
Fecha de publicación : 2003
Editorial : Quito: Universidad de las Américas, 2003
Citación : Álvarez 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.
Resumen : Es 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...
Descripción : It 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.
URI : http://dspace.udla.edu.ec/handle/33000/4161
Aparece en las colecciones: Licenciatura en Publicidad

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