Análisis del impacto de la campaña de Dinero Electrónico en la ciudad de Quito

Since 2014, the Central Bank of Ecuador has sought to encourage the use of electronic money in the country; The ECB would like to encourage the use of electronic money system which facilitates the use of financial services in Ecuador and this created with the aim of including unbanked. The mechanism of Electronic Money is a means of electronic payment in dollars of the United States of America exchanged through mobile electronic devices, computers and other products of technological advancement alone. The subject of study is the analysis of the campaign of electronic money this theme was chosen because it was a failure, the public does not know or does not know exists. The launch of the Electronic Money campaign was nationwide in Ecuador using traditional media but without a field unit. The campaign of Electronic Money is created to change the behavior of people to use payments or remote remittances is a marketing campaign Social who had no concept nor clear strategy in addition to mismanaging campaign that took advantage of the innovative which can be for the country.

• Hoofdauteur: Yánez Arboleda, David Eduardo (author)
• Formaat: bachelorThesis
• Taal: spa
• Gepubliceerd in: 2016
• Onderwerpen: MARKETING SOCIAL; DINERO ELECTRÓNICO; INCLUSIÓN SOCIAL
• Online toegang: http://dspace.udla.edu.ec/handle/33000/5443