Estrategia de MK social para el servicio de caracterización de fuentes residuales, de la Empresa de Aprovechamiento Hidráulico de Villa Clara
Fecha
2021
Autores
Valdés Veitia, Daylé
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Editor
Universidad Central ‘‘Marta Abreu’’ de Las Villas. Facultad de Ingeniería Mecánica e Industrial. Departamento de Ingeniería Industrial
Resumen
El uso de herramientas como el marketing social y en específico el marketing medioambiental permite a las empresas adoptar prácticas socialmente responsables y realizar diversas acciones para disminuir su impacto ambiental. La presente investigación se enfoca en contribuir a mejorar la demanda del servicio de Caracterización de fuentes residuales que ofrece la Empresa de Aprovechamiento Hidráulico de Villa Clara, a través de la propuesta de una estrategia de marketing social. Para ello se resumen los fundamentos teóricos encontrados en fuentes bibliográficas nacionales e internacionales y se aplica un modelo estructural de estrategia de marketing que combina elementos relacionados al marketing de productos medioambientales. La propuesta contiene acciones dirigidas a desarrollar las 4P del marketing y fue evaluada positivamente por siete especialistas.
To use management instruments as social marketing, and in specific way, ecological marketing allows to companies adopt socially responsible practices and to develop several actions to decrease the environmental impact. The current research focus in to contribute to improve the Residuals sources characterizations demand as a service offers by Hydraulic Exploitation Enterprises of Villa Clara, through a scheme of a social marketing strategy. The study resume the theoretical supports found in national and international bibliographic sources. It´s applies a structural model of marketing strategy that combine elements of environmental product marketing. The proposal contain actions directs to develop marketing mix 4Ps; and was valued positively by seven experts.
To use management instruments as social marketing, and in specific way, ecological marketing allows to companies adopt socially responsible practices and to develop several actions to decrease the environmental impact. The current research focus in to contribute to improve the Residuals sources characterizations demand as a service offers by Hydraulic Exploitation Enterprises of Villa Clara, through a scheme of a social marketing strategy. The study resume the theoretical supports found in national and international bibliographic sources. It´s applies a structural model of marketing strategy that combine elements of environmental product marketing. The proposal contain actions directs to develop marketing mix 4Ps; and was valued positively by seven experts.
Descripción
Palabras clave
Marketing, Estrategias de Marketing, Marketing Social, Responsabilidad Corporativa