Propuesta de marketing digital para mejorar el posicionamiento de marca de la empresa de Casa del Hierro S.A.
Fecha
2018
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Editor
Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente estudio de investigación tiene como objetivo principal: diseñar un plan de marketing digital para la empresa Casa del Hierro CIA.LTDA., con la finalidad de posicionar la marca y mejorar sus beneficios financieros y económicos. El diseño de investigación que se plasmó en el estudio fue de índole, no experimental, ya que no se pretendía manipular las variables a conveniencia del autor, por el contrario, se mantuvo la objetividad a lo largo de la investigación. La estructura del estudio está compuesta por cuatro capítulos situados bajo el método deductivo, tal como se presenta a continuación: en el Capítulo I – Antecedentes de la investigación – se realiza el planteamiento del ¿qué? ¿por qué? y ¿cómo? con el objetivo de familiarizar al lector con la investigación presente. Dentro del Capítulo II – Fundamentación teórica – se establece la base teórica sobre que la se sustenta el estudio realizado, es decir constan las teorías, conceptos y aportes referentes al marketing digital, marketing y administración estratégica financiera. Por otro lado, el Capítulo III – se menciona el aspecto metodológico, desde el diseño de investigación hasta la interpretación y análisis de los principales resultados obtenidos mediante la búsqueda documental y de campo. En el Capítulo IV – se desarrolla la propuesta que se formuló como objetivo en los primeros apartados de la investigación. Y finalmente, se realiza la apreciación por parte del autor mediante conclusiones y recomendaciones.
The main objective of this research study is to design a digital marketing plan for the company Casa del Hierro CIA.LTDA., With the aim of positioning the brand and improving its financial and economic benefits. The research design reflected in the study was of a non-experimental nature, since it was not intended to manipulate the variables at the convenience of the author; on the contrary, objectivity was maintained throughout the investigation. The structure of the study is made up of four chapters under the deductive method, as presented below: in Chapter I - Background of the research - the "what" approach is carried out. Why? And how? with the aim of becoming familiar with the reader with the present research. Within Chapter II - Theoretical foundation - the theoretical basis on which the study is based is established, that is, verify the theories, concepts and contributions to digital marketing, marketing and financial strategic administration. On the other hand, Chapter III: the methodological design, from the design of research to the interpretation and analysis of the main results obtained through the documentary and field search. In Chapter IV - the proposal that was formulated as an objective in the first sections of the investigation is developed. And finally, an appreciation is made by the author through conclusions and recommendations.
The main objective of this research study is to design a digital marketing plan for the company Casa del Hierro CIA.LTDA., With the aim of positioning the brand and improving its financial and economic benefits. The research design reflected in the study was of a non-experimental nature, since it was not intended to manipulate the variables at the convenience of the author; on the contrary, objectivity was maintained throughout the investigation. The structure of the study is made up of four chapters under the deductive method, as presented below: in Chapter I - Background of the research - the "what" approach is carried out. Why? And how? with the aim of becoming familiar with the reader with the present research. Within Chapter II - Theoretical foundation - the theoretical basis on which the study is based is established, that is, verify the theories, concepts and contributions to digital marketing, marketing and financial strategic administration. On the other hand, Chapter III: the methodological design, from the design of research to the interpretation and analysis of the main results obtained through the documentary and field search. In Chapter IV - the proposal that was formulated as an objective in the first sections of the investigation is developed. And finally, an appreciation is made by the author through conclusions and recommendations.
Descripción
Palabras clave
MARKETING, MARKETING DIGITAL, ADMINISTRACIÓN, ESTRATÉGICA,