La efectividad del mercadeo de las PYMES en Boyacá

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Published Nov 30, 2010
Section: ARTICULOS
Issue: Volumen 20 N° 31-32: enero - diciembre de 2001
How to Cite
Guerrero, E. E. (2010). La efectividad del mercadeo de las PYMES en Boyacá. Apuntes Del CENES, 20(31-32), 245-260. Retrieved from https://revistas.uptc.edu.co/index.php/cenes/article/view/102
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Autores

Edgar Enrique Zapata Guerrero

Abstract

El presente artículo es el resultado de una investigación cuantitativa y cualitativa, realizada en Tunja, Duitama y Sogamoso entre 1988 y el 2000, que pretende identificar de qué factores depende la efectividad de mercadeo en las pequeñas y medianas empresas del sector industrial y de servicios en Boyaca. Dicha investigación estableció que la efectividad del mercadeo depende de una mezcla de variables: administrativas, del microentorno, del macroentorno y operativas. Este hallazgo da origen a un nuevo modelo que pretende explicar la efectividad del mercadeo y que
se incluye en las conclusiones de este artículo.

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