Publicación:

Estrategias de marketing en entidades financieras para el acceso al microcrédito

Resumen

Marketing strategies that are currently used in financial institutions to promote the Microcredit, have shortcomings that were identified through the research carried out in some of these entities in the city of Bogota, this highlights the need to deepen and improve the issue of marketing strategies that are currently used. Microcredit is a tool that has reduced poverty through the generation of self employment and with this research we could understood that many of these individuals do not know well how these microcredits work. In addition, we found that, the coverage of the financial sector is not enough for poor people who have business ideas but they do not have a credit life to help them to apply for loans in any kind of financial institution, for this reason we need an improvement in marketing strategies in these institutions, applying the Marketing Mix and conducting studies and best product promotions to reach people who really need it and can have excellent business ideas to achieve a better performance to the economy of our country.