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Revista EAN

On-line version ISSN 0120-8160

Abstract

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.

Keywords : Competitiveness; Marketing management; Graphic communications; Company innovation.

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