Abstract

ARANGO SERNA, MARTÍN DARIO; BRANCH BEDOYA, JHON WILLIAM  and  PEREZ ORTEGA, GIOVANNY. FACTORS INNOVATION STRATEGIC MARKETING - A CASE APPLIED TO THE HOUSEHOLD FURNITURE INDUSTRY IN ITAGÜI (ANTIOQUIA). Dyna rev.fac.nac.minas [online]. 2008, vol.75, n.155, pp.29-36. ISSN 0012-7353.

This paper is part of a project that aims to analyze the furniture industry in the municipality of Itagüi (Antioquia). The analysis is directed to the study of the main factors for technological innovation and strategic development of marketing companies in this sector. Explain the importance of marketing in the development of the business and will make an approach to the competitive strategies. Within the framework of the company, marketing must perform certain functions designed to analyze and understand the market where the company is moving, identify customer needs and promote and develop a demand for the company's products. The knowledge of the markets, which is consistent with strategic marketing, will allow firms to tailor offerings to the market. One aim of the study is to determine whether the companies make a plan for Marketing and they focus (place, price, product and promotion), as well as the investment they make. Analyze the competitive strategies, investment strategies and meet corporate policies regarding staff training, technology adoption and funding. The investigation is exploratory in nature and is intended to lay the groundwork necessary to conduct study, subsequent to this work, competitive strategies that are tailored to the needs of business furniture in Itagüi (Antioquia).

Keywords : Innovation; Strategic Marketing; Furniture Industry.

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