Auditoría de marketing como instrumento de control del sector comercial en la ciudad de Guayaquil
Fecha
2021
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Universidad Guayaquil
Resumen
El presente trabajo de investigación está enfocado en analizar la Auditoría de Marketing como
instrumento de control del sector comercial en la ciudad de Guayaquil. Para esto, se aplicó un
estudio exploratorio transversal y descriptivo, a través de la observación documental. Se
implementaron entrevistas a funcionarios vinculados con el departamento de marketing de 04
empresas del sector comercial, 01 experto en marketing y asesoría comercial y 04 expertos en
auditorías, en conjunto con el análisis de fuentes teóricas que sirvieron de base para el desarrollo
de la investigación y el diseño de la propuesta. Los resultados denotan que la Auditoría de
Marketing es considerada importante como herramienta de control, sin embargo, existen
limitaciones acerca de su aplicación. La propuesta es una guía metodológica para la aplicación y
desarrollo de Auditorías a la Gestión de Marketing, dirigida a controlar y mejorar las actividades
de marketing de las empresas del sector comercial de la ciudad de Guayaquil.
This research work is focused on analyzing the Marketing Audit as a control instrument of the commercial sector in the city of Guayaquil. For this, a cross-sectional and descriptive exploratory study was applied, through documentary observation. Interviews were implemented with officials linked to the marketing department of 04 companies in the commercial sector, 01 marketing and commercial advisory expert and 04 audit experts, in conjunction with the analysis of theoretical sources that served as the basis for the development of research and the design of the proposal. The results show that the Marketing Audit is considered important as a control tool, however, there are limitations regarding the application of Marketing Audits. The proposal consists of designing a methodological guide for the application and development of Marketing Management Audits, aimed at controlling and improving the marketing activities of companies in the commercial sector of the Guayaquil city.
This research work is focused on analyzing the Marketing Audit as a control instrument of the commercial sector in the city of Guayaquil. For this, a cross-sectional and descriptive exploratory study was applied, through documentary observation. Interviews were implemented with officials linked to the marketing department of 04 companies in the commercial sector, 01 marketing and commercial advisory expert and 04 audit experts, in conjunction with the analysis of theoretical sources that served as the basis for the development of research and the design of the proposal. The results show that the Marketing Audit is considered important as a control tool, however, there are limitations regarding the application of Marketing Audits. The proposal consists of designing a methodological guide for the application and development of Marketing Management Audits, aimed at controlling and improving the marketing activities of companies in the commercial sector of the Guayaquil city.
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Palabras clave
AUDITORÍA, MARKETING, AUDITORÍA DE MARKETING, CONTROL, SECTOR COMERCIAL
Citación
APA