Plan de marketing para mejorar la competitividad en la empresa Atik´s en el cantón Otavalo provincia de Imbabura.

The present investigation proposes the design of a marketing plan for the Atik´s Company, which is proposed through the 7 phases of Vargas Belmonte's model, generating strategies for the improvement of the company. In this project, three chapters are presented the theoretical framework, methodological framework and as a last step the development of the results. Chapter I deals with the theoretical framework in which information and situation of the company is expressed, as well as the fundamentals of marketing, composed of the theoretical bases and the system of variables where the vision and concepts of marketing are embodied. As for chapter II, it presents the techniques and tools used to gather information. Chapter III describes the proposal as such, developing the marketing plan, and showing the most timely way to publicize the company, proposing both advertising and promotional strategies that increase the level of competitiveness and allow the company to improve its competitiveness finally, the conclusions and recommendations of the work are presented.

• 1. autor: Cualchi, Silvia M. (author)
• Format: bachelorThesis
• Język: spa
• Wydane: 2019
• Hasła przedmiotowe: Marketing; Empresa; Administración; Ecuador
• Dostęp online: http://repositorio.uotavalo.edu.ec/handle/52000/233