Marketing practices of craft and textile entrepreneurs of the municipalities of Antiguo Cuscatlán and Santa Tecla

Authors

  • Jaime Guevara

DOI:

https://doi.org/10.5377/reuca.v0i9.10065

Keywords:

Marketing, La Libertad, El Salvador

Abstract

The study of "Marketing strategies used by small entrepreneurs to promote their products" seeks to identify the entrepreneurial marketing practice in Antiguo Cuscatlán and Santa Tecla, and to carry out an analysis of the way in which entrepreneurs develop said practice. Marketing planning is a fundamental strategic element for the projection and effective communication of the products and services of any company or business. Marketing planning requires a knowledge of the market based on a clear segmentation and the identification of those factors that allow creating an innovative and attractive value proposition for the different segments. A fundamental factor analyzed is the vacuum and the need to strengthen the capacities of entrepreneurs in the marketing area, with the aim of making the effort and investment more effective made to publicize their products. The following is an analysis of the entrepreneurial marketing practice based on the planning and development of the market mix: product, price, place and promotion, by the entrepreneurs.

Realidad Empresarial No. 9, 2020: 15-24

Downloads

Download data is not yet available.
Abstract
396
pdf (Español (España)) 555

Author Biography

Jaime Guevara

Master en Métodos de investigación para Ciencias Económicas y Empresariales, Docente e Investigador del Departamento de Administración de Empresas Universidad Centroamericana José Simeón Cañas, UCA.

RE

Downloads

Published

2020-07-24

How to Cite

Guevara, J. (2020). Marketing practices of craft and textile entrepreneurs of the municipalities of Antiguo Cuscatlán and Santa Tecla. Realidad Empresarial, (9), 15–24. https://doi.org/10.5377/reuca.v0i9.10065

Issue

No. 9 (2020)

Section

Analysis

License

© Realidad Empresarial

According to the copyright legislation, Realidad Empresarial Journal published by the Universidad Centroamericana José Simeón Cañas, recognizes and respects the moral rights of the authors, as well as the ownership of the patrimonial right, which will be assigned to the journal for its diffusion in open access, in printed version and in digital format. By being part of multiple indexers, databases and reference systems, the articles published by Realidad Empresarial will be visible and available for downloading on these websites, indicating, in all cases, the authorship of the articles, the date of publication and the number of the journal to which they correspond.

Authors can make other independent and additional contractual agreements for the non-exclusive distribution of the article published in Realidad Empresarial, for example, include it in an institutional repository or publish it in a book, provided they clearly indicate that the work was published by first time in the Realidad Empresarial Journal.

You are free to:

  • Share: copy and redistribute the material in any medium or format
  • Adapt: remix, transform, and build upon the material

Under the following terms:

  • Attribution: You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
  • Non-Commercial:  You may not use the material for commercial purposes.