Estrategia de Comunicación Comercial y su Presupuesto en la Empresa Campismo Popular en Villa Clara
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Escobar Torres, Anibal
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Universidad Central "Marta Abreu" de la Villas
Resumen
El presente trabajo se realizó en la Empresa Campismo Popular en Villa Clara con el objetivo de elaborar una estrategia de comunicación comercial y su presupuesto. Se estudió el aparato conceptual metodológico vinculado con la gestión de Mercadotecnia, la planificación estratégica y de Mercadotecnia. Especial atención se prestó a comunicación de la empresa particularizando en la comunicación interna y externa y su importancia en los resultados satisfactorios de las entidades que prestan servicios; así como al presupuesto de Mercadotecnia. Se estableció además, una caracterización de la entidad objeto de estudio. Se profundizó en la planeación y la comunicación que contribuyó a argumentar el problema de investigación planteado y sentó las bases para elaborar las acciones pertinentes para el desarrollo de la estrategia de comunicación comercial y la estimación de su presupuesto. La información se obtuvo a partir de la utilización de métodos científicos teóricos y empíricos. El resultado es una estrategia de comunicación comercial basada en un conjunto de interrogantes de Enríquez y Mesa (1996) y la propuesta de un conjunto de acciones asociadas, así como, su presupuesto para el año 2015 estimado bajo el método de objetivo y tarea que permita la implementación de dicha estrategia con el propósito de mejorar la gestión comercial y la toma de decisiones en la Empresa Campismo Popular en Villa Clara.
This work was conducted at the Company Popular Camping in Villa Clara with the objective of developing a marketing communication strategy and budget. Methodological conceptual apparatus associated with marketing management, strategic planning and marketing was studied. Special attention was paid to company communication specially focusing on the internal and external communication and its importance in the satisfactory results of the entities that provide services; and Marketing budget. It also established a characterization of the entity under study. Deepened in planning and communication that helped argue the proposed research problem and laid the foundation for developing appropriate actions for the development of marketing communication strategy and its estimated budget. The information was obtained from the use of theoretical and empirical scientific methods. The result is a marketing communication strategy based on a set of questions and Mesa Enriquez (1996) and proposed a set of associated actions, as well as its budget for 2015 estimated under the objective and task method that allows implementation of this strategy in order to improve business management and decision-making in Business Camping Popular in Villa Clara.
This work was conducted at the Company Popular Camping in Villa Clara with the objective of developing a marketing communication strategy and budget. Methodological conceptual apparatus associated with marketing management, strategic planning and marketing was studied. Special attention was paid to company communication specially focusing on the internal and external communication and its importance in the satisfactory results of the entities that provide services; and Marketing budget. It also established a characterization of the entity under study. Deepened in planning and communication that helped argue the proposed research problem and laid the foundation for developing appropriate actions for the development of marketing communication strategy and its estimated budget. The information was obtained from the use of theoretical and empirical scientific methods. The result is a marketing communication strategy based on a set of questions and Mesa Enriquez (1996) and proposed a set of associated actions, as well as its budget for 2015 estimated under the objective and task method that allows implementation of this strategy in order to improve business management and decision-making in Business Camping Popular in Villa Clara.