Análisis del marketing estratégico del Centro Comercial Guillermo Baquerizo Jiménez 2022

The present case study has as its theme "analysis of the strategic marketing of the Guillermo Baquerizo Jiménez 2022 shopping center", which serves to identify the factors that the merchants of this place can use to increase their sales, this shopping center located in the city of Babahoyo behind the municipality building and which offers a variety of services or products within its facilities, was created after a hard year due to the covid-19 pandemic crisis, to give an opportunity to those entrepreneurs who had difficult times due to of the little possibility that existed to trade during the curfew process. The general objective of this research is to analyze the marketing strategies implemented in the Guillermo Baquerizo Jiménez shopping center during the 2022 period. The line of research related to this study is Communication Management; Likewise, an investigation is carried out through different websites to support the theoretical bases on marketing and its strategies. On the other hand, there is a quantitative methodology since this method allows observing the behavior of consumers and competitors, who tend to look for the causes of the phenomena in a slight depth, relying on the surveys carried out on merchants and consumers who are approach the commercial With this research instrument it is possible to know if the merchants know about the marketing strategies and the benefits that they can bring to improve their commercial flow, increase their sales and achieve customer loyalty.

• Päätekijä: Vélez Naranjo, Pamela del Carmen (author)
• Aineistotyyppi: bachelorThesis
• Julkaistu: 2023
• Aiheet: Marketing; Estrategias; Comerciantes; Comunicación
• Linkit: http://dspace.utb.edu.ec/handle/49000/14635