IDEAS home Printed from https://ideas.repec.org/a/msn/rgjrnl/v2y2016i1p61-83.html
   My bibliography  Save this article

El Desempeño de los Pequeños Negocios de Mezcal de Oaxaca, bajo el Enfoque de la Mezcla de Mercadotecnia

Author

Listed:
  • María Lourdes Nieto Delgado

    (Instituto Politécnico Nacional)

  • Julio César Jiménez Castañeda

    (Instituto Politécnico Nacional)

Abstract

El objetivo de esta investigación es analizar la relación entre la mezcla de mercadotecnia y el desempeño de los pequeños negocios productores de mezcal. En los negocios de producción y comercialización de mezcal de Santiago Matatlán, Oaxaca, las estrategias que más explican el desempeño de los negocios son las correspondientes a la Promoción, Producto y Precio. La estrategia de plaza parece no ser importante, ya que solamente tiene una relación directa, positiva y significante con una dimensión del desempeño.

Suggested Citation

  • María Lourdes Nieto Delgado & Julio César Jiménez Castañeda, 2016. "El Desempeño de los Pequeños Negocios de Mezcal de Oaxaca, bajo el Enfoque de la Mezcla de Mercadotecnia," Revista de Gestión Empresarial y Sustentabilidad, Universidad Michoacana de San Nicolás de Hidalgo, Facultad de Contaduría y Ciencias Administrativas, vol. 2(1), pages 61-83, January.
    • Handle: RePEc:msn:rgjrnl:v:2:y:2016:i:1:p:61-83
    as

    Download full text from publisher

    File URL: http://rges.umich.mx/index.php/rges/article/view/12/11
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:msn:rgjrnl:v:2:y:2016:i:1:p:61-83. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://edirc.repec.org/data/famicmx.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.