Abstract

BARRERA DUQUE, Ernesto; PENA LOZANO, Lorena  and  PARRA ANGULO, Jennifer. The National Coffee Park . Innovar [online]. 2013, vol.23, n.47, pp.81-103. ISSN 0121-5051.

Claudia Guevara, marketing manager, faced the goal of 520,000 visits for 2006, which was why she had to submit a commercial plan to achieve it. The article presents relevant information about the history of the Parque Nacional del Café (PNC) (National Coffee Park), the product, market, prices, channels and commercialization actions, commercial communication that facilitates discussion about strategies and tactics for the December season and the following year of operations. The objectives include boosting differentiation, increasing the visitors' base and attracting foreign tourists.

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