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Comunicación disruptiva y su influencia en el desarrollo publicitario de las pequeñas y medianas empresas del cantón Ventanas
dc.contributor.advisor | Chang Muñoz, Walter Lenin | |
dc.contributor.author | Moreira Sánchez, Angie Daniela | |
dc.date.accessioned | 2021-12-07T16:26:35Z | |
dc.date.available | 2021-12-07T16:26:35Z | |
dc.date.issued | 2021 | |
dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/11040 | |
dc.description | The general objective of this research was to determine the influence of disruptive communication on advertising development of small and medium-sized companies in the Canton Ventanas. This study will be carried out using the research methodology with descriptive, exploratory and explanatory types. Based on the research objectives, a combination of quantitative and qualitative data collection techniques was used. The 30 small and medium-sized enterprises of the Ventanas canton were taken as the study population, and; as a sample, the same census population is constituted, that is, the 30 entrepreneurs. Through this research, it was concluded that: To apply disruptive marketing strategies, two objectives must be met, the first is to develop their proposals to match the demand in the market that is developing and the second objective is to redesign the proposals to improve customer satisfaction. | es_ES |
dc.description | The general objective of this research was to determine the influence of disruptive communication on advertising development of small and medium-sized companies in the Canton Ventanas. This study will be carried out using the research methodology with descriptive, exploratory and explanatory types. Based on the research objectives, a combination of quantitative and qualitative data collection techniques was used. The 30 small and medium-sized enterprises of the Ventanas canton were taken as the study population, and; as a sample, the same census population is constituted, that is, the 30 entrepreneurs. Through this research, it was concluded that: To apply disruptive marketing strategies, two objectives must be met, the first is to develop their proposals to match the demand in the market that is developing and the second objective is to redesign the proposals to improve customer satisfaction. | es_ES |
dc.description.abstract | El objetivo general de esta investigación fue determinar la influencia de la comunicación disruptiva en desarrollo publicitario de las pequeñas y medianas empresas del cantón Ventanas. El presente estudio se llevará a cabo utilizando la metodología de la investigación con los tipos descriptivo, exploratorio y el explicativo. En base a los objetivos de la investigación, se utilizó la combinación de técnicas cuantitativas y cualitativas de recolección de datos. Se tomó como población de estudio a las 30 pequeñas y medianas empresas del cantón Ventanas, y; como muestra se constituye a la misma población censal, es decir, a los 30 emprendedores. Mediante la presente investigación se llegó a la conclusión que: Para aplicar estrategias de marketing disruptivo se debe cumplir dos objetivos, el primero es desarrollar sus propuestas para que coincida con la demanda en el mercado que se está desarrollando y el segundo objetivo es rediseñar las propuestas existentes para mejorar la satisfacción del cliente. | es_ES |
dc.format.extent | 41 p. | es_ES |
dc.language.iso | es | es_ES |
dc.publisher | BABAHOYO: UTB, 2021 | es_ES |
dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
dc.subject | Comunicación disruptiva | es_ES |
dc.subject | Marketing | es_ES |
dc.subject | Empresas | es_ES |
dc.subject | Publicidad | es_ES |
dc.title | Comunicación disruptiva y su influencia en el desarrollo publicitario de las pequeñas y medianas empresas del cantón Ventanas | es_ES |
dc.type | bachelorThesis | es_ES |