Resumen

CONCHA VELASQUEZ, JOSÉ ROBERTO  y  BORRERO CALDAS, SILVIO. APLICACIÓN DE LOS CONJUNTOS DE SELECCIÓN EN LA ESTRATEGIA DE MERCADEO. estud.gerenc. [online]. 2003, vol.19, n.86, pp.13-38. ISSN 0123-5923.

Positioning and brand awareness are common concerns among any company selling goods or services. Such concern should serve as starting point for any strategy intended to gain new markets or to reinforce current market-share. Using strategic analysis techniques and direct on-site research, this study proposes a general marketing strategy focused on specific segments with diverse needs. If any proposed measures are to be implemented, their final objective should be the inclusion of the company in a larger number of customers´ selection sets.

Palabras clave : Awareness set; life cycle; consideration set; choice set; evoked set; key exit factors; loop; marketing; share; positioning; sustainability.

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