TY  - THES 
TI  - Análisis del área de mercadeo en las pymes
PB  - Universidad Icesi
PY  - 2014
UR  - http://hdl.handle.net/10906/77411
AB  - The main purpose of this study is to know and understand how the SMEs work
when marketing is used as a tool for growht and competitiveness. The used
methodology relies on a qualitative study using depth interviews where variables
are evaluated such as: positioning, segmentation, product / service, price,
distribution, communication, innovation, loyalty, and marketing orientation of the
SMEs. The results show that SMEs should formalized and structure the marketing
area as an independent department, this will allow take better decision and
generate better performance and competitiveness. Furthermore, it appears that
these companies are aware of the importance of marketing activities and are
making changes to the way they interact with markets.
KW  - Pymes
KW  - Pequeña y mediana empresa
KW  - Mercadeo
KW  - Estrategias de mercadeo
KW  - Innovación
KW  - Crecimiento de la empresa
KW  - Competitividad
KW  - Metodología
KW  - Estudio cualitativo
KW  - Toma de decisiones
KW  - Trabajos de grado
KW  - Administración
KW  - Mercadeo
KW  - Departamento de Gestión Organizacional
KW  - Producción intelectual registrada - Universidad Icesi
KW  - Marketing
KW  - Innovation
ER  -