La efectividad del mercadeo de las PYMES en Boyacá

Edgar Enrique Zapata Guerrero (edgarzap@yahoo.com)

Apuntes del Cenes, 2001

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 identificarde qué factores depende la efectividad de mercadeo en las pequenas y medianasempresas del sector industrial y de servicios en Boyaca. Dicha investigaciónestableció que la efectividad del mercadeo depende de una mezcla de variables:administrativas, del microentorno, del macroentorno y operativas. Este hallazgo daorigen a un nuevo modelo que pretende explicar la efectividad del mercadeo y quese incluye en las conclusiones de este artículo._______________ABSTRACT:This article is the result of a quantitative and qualitative research carried out inTunja, Duitama and Sogamoso, in Boyaca (Colombia), from 1988 to 2000. Thepurpose of the study was to find the factors that influence the marketing effectivenessin the small and medium size business of the industrial and commercial sectors inBoyaca. The findings of this research show that the marketing effectiveness dependson a mixture of variables related to: management, micro-environment, macroenvironmentand operational variables. These findings leads to the proposition of anew model that explains the marketing effectiveness, and that is included in thisarticle.

Keywords: effectiveness, marketing effectiveness, marketing in small and medium size business; efectividad, Efectividad de mercadeo, mercadeo efectivo, mercadeo sectorial, mercadeo en PYMES. (search for similar items in EconPapers)
JEL-codes: L11 L32 M13 (search for similar items in EconPapers)
Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:col:000152:009660

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