%0 Journal Article 
%T Análisis del área de mercadeo en las pymes
%D 2014
%U http://hdl.handle.net/10906/77411
%X 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.
%K Pymes
%K Pequeña y mediana empresa
%K Mercadeo
%K Estrategias de mercadeo
%K Innovación
%K Crecimiento de la empresa
%K Competitividad
%K Metodología
%K Estudio cualitativo
%K Toma de decisiones
%K Trabajos de grado
%K Administración
%K Mercadeo
%K Departamento de Gestión Organizacional
%K Producción intelectual registrada - Universidad Icesi
%K Marketing
%K Innovation
%~ GOEDOC, SUB GOETTINGEN