Diseño de estrategias de cross marketing entre la cámara de comercio de Guayaquil y la carrera de marketing y negociación comercial de la Universidad de Guayaquil.
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Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La presente investigación tuvo como objetivo diseñar estrategias de Cross marketing entre la
Cámara de Comercio de Guayaquil y la carrera de Marketing y Negociación de la Universidad
de Guayaquil con la finalidad de proponer una alianza estratégica de las partes mencionadas.
Como marco teórico recolectaron datos de fuente secundarias como: libros, artículos
científicos, información de internet, entre otros. La metodología aplicada es exploratoria,
descriptiva y conclusiva que permitió recolectar información primaria para la investigación. El
tipo de investigación utilizada fue cuantitativa, alineada a analizar el comportamiento de la
variable en el argumento de estudio que son los estudiantes, egresados y graduados de la carrera
de Marketing y Negociación Comercial, además se utilizaron instrumentos de investigación
como la entrevista a expertos de las empresas mencionadas y Pymes afiliadas a la Cámara de
Comercio de Guayaquil que proporcionaron información valiosa para el desarrollo de la
investigación. Para concluir, se planteó una propuesta en base a la información recolectada
con el propósito de sugerir un convenio entre las partes mencionadas con el objetivo de un
beneficio en común que es una de las ventajas de Cross – marketing, con sus respectivas
conclusiones y recomendaciones.
The present investigation had as objective to design strategies of Cross marketing between the Chamber of Commerce of Guayaquil and the career of Marketing and Negotiation of the University of Guayaquil with the purpose of proposing a strategic alliance of the mentioned parts. As theoretical framework was collected information from secondary sources such as: books, scientific articles, internet information, among others. The methodology applied is exploratory, descriptive and conclusive that allowed to collect primary information for researching. The investigation type used, was quantitative aligned to analyze the behavior of the variable in the study argument that are students, grad students and graduates process and graduates of the Marketing and Commercial Negotiation career, furthermore research instruments were used, such as interviews to experts from important companies and SMEs affiliated to the Chamber of Commerce of Guayaquil that provided valuable information for the development of the investigation. To conclude, a proposal was raised based on the information collected with the purpose of suggesting an agreement between the aforementioned parts with the objective of a common benefit that is one of the advantages of Cross – marketing, with its respective conclusions and recommendations.
The present investigation had as objective to design strategies of Cross marketing between the Chamber of Commerce of Guayaquil and the career of Marketing and Negotiation of the University of Guayaquil with the purpose of proposing a strategic alliance of the mentioned parts. As theoretical framework was collected information from secondary sources such as: books, scientific articles, internet information, among others. The methodology applied is exploratory, descriptive and conclusive that allowed to collect primary information for researching. The investigation type used, was quantitative aligned to analyze the behavior of the variable in the study argument that are students, grad students and graduates process and graduates of the Marketing and Commercial Negotiation career, furthermore research instruments were used, such as interviews to experts from important companies and SMEs affiliated to the Chamber of Commerce of Guayaquil that provided valuable information for the development of the investigation. To conclude, a proposal was raised based on the information collected with the purpose of suggesting an agreement between the aforementioned parts with the objective of a common benefit that is one of the advantages of Cross – marketing, with its respective conclusions and recommendations.
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Palabras clave
CROSS, MARKETING, ,ALIANZAS ESTRATÉGICAS, CÁMARA DE COMERCIO