TY - GEN
T1 - Marketing Digital en los Procesos Comerciales de una Pyme del Sector Gastronómico
AU - Florián Castillo, Odar R.
AU - Torres, Daniela Lisset Bazán
AU - Ostolaza, Nicolle Marcela Iglesias
N1 - Publisher Copyright:
© 2022 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2022
Y1 - 2022
N2 - The purpose of this study is to design a digital marketing model suitable for improving the business processes of an SME in the gastronomic sector; the research is non-experimental and cross-sectional-descriptive, given its qualitative approach. The population is 300 clients, 10 workers and 14 processes, where the sample for convenience is 30 clients, 3 collaborators a nd 4 commercial processes as study units. Concluding, that the digital marketing model designed is aligned to the reality and conditions of the SME, in turn is a means for improving business processes, being social networks essential to have an online presence and generate a relationship and communication between the company and its customers, making use of digital tools and marketing strategies linked to optimize marketing, the model consists of strategies, marketing action plans, publication schedules and planning measurement and monitoring, which involves an approximate investment of S/10125.
AB - The purpose of this study is to design a digital marketing model suitable for improving the business processes of an SME in the gastronomic sector; the research is non-experimental and cross-sectional-descriptive, given its qualitative approach. The population is 300 clients, 10 workers and 14 processes, where the sample for convenience is 30 clients, 3 collaborators a nd 4 commercial processes as study units. Concluding, that the digital marketing model designed is aligned to the reality and conditions of the SME, in turn is a means for improving business processes, being social networks essential to have an online presence and generate a relationship and communication between the company and its customers, making use of digital tools and marketing strategies linked to optimize marketing, the model consists of strategies, marketing action plans, publication schedules and planning measurement and monitoring, which involves an approximate investment of S/10125.
KW - Digital marketing
KW - business processes
KW - gastronomic sector
KW - online presence
KW - social networks
UR - https://www.scopus.com/pages/publications/85140005056
U2 - 10.18687/LACCEI2022.1.1.169
DO - 10.18687/LACCEI2022.1.1.169
M3 - Contribución a la conferencia
AN - SCOPUS:85140005056
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - 20th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology
A2 - Larrondo Petrie, Maria M.
A2 - Texier, Jose
A2 - Pena, Andrea
A2 - Viloria, Jose Angel Sanchez
T2 - 20th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology, LACCEI 2022
Y2 - 18 July 2022 through 22 July 2022
ER -