Publicación: Fortalecimiento en el desarrollo de estrategias de marketing en el sector social de la fundación ce vida, en la ciudad de Morelia (México)
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The social and solidarity business practice was carried out with the objective of supporting the strengthening of marketing strategies to contribute to the achievement of their objectives, since they had been facing problems due to the lack of a marketing plan to improve their processes and strategy development. This practice was carried out by means of the descriptive method that allowed the analysis of the influential population, that is, the families of the internal users, since, it was sought to increase the recognition and companies to increase donations, for which, evaluation instruments were carried out like surveys, matrices, audio-visual means and the indicator of the Engagement, with which, it was possible to analyze the situation in which the foundation was, which, was not very good, because its weaknesses prevailed on the strengths and it was leading it to a stagnation. Therefore, by means of strategies and activities they were able to improve their processes, obtaining a great improvement in their marketing area, however, they will have to continue working under a marketing planning, which they manage to execute adequately to continue in the path of contribution to the development of society.