MARKETING PROCESSES AND QUALITY ATTRIBUTES OF PRODUCTS AND SERVICES FROM THE MANUFACTURING INDUSTRY OF PUEBLA, MEXICO EL PROCESO DE MARKETING EN LA MEJORA DE LOS ATRIBUTOS DE CALIDAD DE LOS PRODUCTOS Y SERVICIOS EN LA INDUSTRIA MANUFACTURERA DE PUEBLA, MEXICO

Enrique Dario Romero y Cejudo, Mario Antonio Burguete Garcia and Ramon Sebastian Acle Mena

Revista Internacional Administracion & Finanzas, 2019, vol. 12, issue 2, 23-40

Abstract: The objective of this research is to determine the relationship between marketing processes and development of quality attributes of product or service of manufacturing companies in the Municipality of Puebla, Mexico. This research contributes to theoretical knowledge by demonstrating that quality attributes of products or services is a problem of competitiveness for companies. The results presented correspond to quantitative research, applying a model to indicate the influence of the marketing process in the development of quality attributes of products. The concept of quality attributes of the product or service and marketing process in the manufacturing industry were used in a practical way. Results show a directly proportional association with a positive and moderate association between the variable marketing process and the variable quality attributes of the product or service

Keywords: Marketing Process; Quality Attributes of Products and Services and Manufacturing Industry (search for similar items in EconPapers)
JEL-codes: L15 L60 M31 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:ibf:riafin:v:12:y:2019:i:2:p:23-40

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