Servicios Personalizados
Revista
Articulo
Indicadores
- Citado por SciELO
- Accesos
Links relacionados
- Citado por Google
- Similares en SciELO
- Similares en Google
Compartir
Revista EAN
versión On-line ISSN 0120-8160
Resumen
CANTILLO GUERRERO, Ernesto. Key factors in marketing management which affect the competitiveness of the graphic communication sector in Barranquilla city, Colombia. Rev. esc.adm.neg [online]. 2013, n.75, pp.140-151. ISSN 0120-8160.
This article describes the key factors of marketing management that impact the competitiveness of the graphic companies located in Barranquilla, based on managers' opinions. Following a method of exploration and description analysis, an instrument was applied to a group of managers belonging to this economic sector, showing that there are six factors which affect competitiveness. Finally, a correlational analysis was performed to establish the relationships among all these factors and also to describe the influence of the managerial theory on marketing and the relationships among all these factors when designing marketing strategies.
Palabras clave : Competitiveness; Marketing management; Graphic communications; Company innovation.