Abstract

SALDARRIAGA DIAZ, Juan Miguel; VELEZ-ZAPATA, Claudia  and  BETANCUR RAMIREZ, Gabriel. STREET SELLERS MARKETING STRATEGIES. Semest. Econ. [online]. 2016, vol.19, n.39, pp.155-171. ISSN 0120-6346.  https://doi.org/10.22395/seec.v19n39a7.

The main objective of this article is to identify marketing strategies used by street sellers in the city of Medellin. In order to reach this objective a structured observation was required for exchange practices, their relation with the popular economy and the difference between micro business and informality. The main finding of this research was that the intuitive thinking of the street sellers opens space to marketing practices. And even though this entrepreneurs don't count with academic education, their intuition allows them to develop actions that become a marketing process.

Keywords : Marketing strategy; street sales; street sales marketing; Informal economy; Colombia.

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