TY - GEN
T1 - Procesos de Marketing Digital en la Gestión del Plan de Vigilancia, Prevención y Control de Covid-19 para el Posicionamiento de una Empresa MYPE del Sector Belleza
AU - Florián Castillo, Odar R.
AU - Salinas, Marisol Flores
AU - Quiñones, Nelson Angeles
AU - Deza Castillo, Juan M.
N1 - Publisher Copyright:
© 2021 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2021
Y1 - 2021
N2 - The objective of the research was to design the digital marketing processes in the Management of the Surveillance, Prevention and Control Plan of covid-19 for the Positioning of an Mype Company of the Beauty Sector in the year 2020. The type of research is applied, using the techniques of documentary review, interview and survey validated by expert judgment. Questionnaire was applied to 30 people (convenience sampling). Subsequently, the design of the digital marketing processes for the positioning of Muzamía Styles & Spa was carried out, which consists of three phases: 1st Phase - Income or input, which begins with the internal, external analysis and competitive profile of the salon; 2nd Phase - Adequacy, the corresponding strategies are generated for analysis; 3rd Phase - Decision, the most attractive strategies are selected for the positioning of the company. Finally, the economic evaluation of the design of the Digital Marketing processes for the company Muzamía Styles & Spa was carried out, obtaining as a result an NPV of S/49709, IRR of 81% and B/C of S/1.47 index.
AB - The objective of the research was to design the digital marketing processes in the Management of the Surveillance, Prevention and Control Plan of covid-19 for the Positioning of an Mype Company of the Beauty Sector in the year 2020. The type of research is applied, using the techniques of documentary review, interview and survey validated by expert judgment. Questionnaire was applied to 30 people (convenience sampling). Subsequently, the design of the digital marketing processes for the positioning of Muzamía Styles & Spa was carried out, which consists of three phases: 1st Phase - Income or input, which begins with the internal, external analysis and competitive profile of the salon; 2nd Phase - Adequacy, the corresponding strategies are generated for analysis; 3rd Phase - Decision, the most attractive strategies are selected for the positioning of the company. Finally, the economic evaluation of the design of the Digital Marketing processes for the company Muzamía Styles & Spa was carried out, obtaining as a result an NPV of S/49709, IRR of 81% and B/C of S/1.47 index.
KW - Beauty sector
KW - Covid-19
KW - Digital marketing
KW - Digital marketing processes
KW - Positioning
UR - https://www.scopus.com/pages/publications/85122033580
U2 - 10.18687/LACCEI2021.1.1.287
DO - 10.18687/LACCEI2021.1.1.287
M3 - Contribución a la conferencia
AN - SCOPUS:85122033580
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - 19th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology
A2 - Larrondo Petrie, Maria M.
A2 - Zapata Rivera, Luis Felipe
A2 - Aranzazu-Suescun, Catalina
T2 - 19th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology: "Prospective and Trends in Technology and Skills for Sustainable Social Development" and "Leveraging Emerging Technologies to Construct the Future", LACCEI 2021
Y2 - 19 July 2021 through 23 July 2021
ER -