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Pensamiento & Gestión

Print version ISSN 1657-6276


MENDEZ PRADA, Martha Cecilia. Cybermarketing as a strategy to the strengthening of Msmes in Sincelejo (Colombia). Pensam. gest. [online]. 2013, n.35, pp.119-151. ISSN 1657-6276.

Abstract Currently the business world has undergone major changes; due to the dynamism that globalization has brought to the environment of the organizations, which has led to constant innovation in processes and on how they advertise their products and services through marketing. This article aims to present preliminary results of research on Cybermarketing as a strategy for strengthening MSMEs, through the implementation of e-strategies, enhancing the development of these small business units. Some theoretical principles were revised(De la Garza, 2000; Kotler and Armstrong, 2008; Kotler and Keller, 2006) and some results of research on the topic in question (Luque and Castañeda, 2007; Altube, 1997; Ramirez, 2000; Sorokina and Ledesma, 2001; Ochoa, 2007). A semistructured questionnaire was designed as an interview guide, which was applied to representatives of five companies that were selected after a thorough selection process that was carried out over Internet, in order to determine which MSMEs in Sincelejo met the characteristics of cybermarketing usage. The most significant results found were related to the increasing in the number of website visitors, social networks and sites in which each company has been advertised to present their products and services, and achieve a better position in the field.

Keywords : Cybermarketing; MSMEs; cyber strategies; Internet.

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