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Marketing estratégico para posicionar la marca “La especial†en la categoría productos aditivos alimentarios en los mercados de la ciudad de Guayaquil

Author

Listed:
  • Gianella Monserrate Baque Martínez
  • Steeven Giovanni Cornejo Arcentales
  • Marisol Idrovo Avecillas

Abstract

Este proyecto de investigación dirigido para la microempresa “LA ESPECIAL†estuvo enfocado a diseñar un plan de marketing estratégico para el posicionamiento de la marca en el mercado guayaquileño, identificando los factores relevantes que influyen en el mercado para la decisión de compra, teniendo en consideración que la actual problemática de la marca es el decremento en su volumen de ventas debido a los diferentes cambios de escenario que se han ido presentando en el mercado guayaquileño con respecto a los aditivos alimentarios (esencias alimenticias).

Suggested Citation

  • Gianella Monserrate Baque Martínez & Steeven Giovanni Cornejo Arcentales & Marisol Idrovo Avecillas, 2019. "Marketing estratégico para posicionar la marca “La especial†en la categoría productos aditivos alimentarios en los mercados de la ciudad de Guayaquil," Observatorio de la Economía Latinoamericana, Servicios Académicos Intercontinentales SL. Hasta 31/12/2022, issue 254, april.
    • Handle: RePEc:erv:observ:y:2019:i:254:66
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