Browsing by Author "Alvarez Coronel, Paula Daniela"

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    Análisis de las estrategias de comunicación de marketing del emprendimiento cuencano “Marpesia”
    (Universidad de Cuenca, 2022-09-08) Alvarez Coronel, Paula Daniela; Vásquez Guevara, Denisse Helena
    Marpesia is a consolidated artisan company in the city of Cuenca, which offers different types of jewelry and accessories such as bracelets, chains, key chains with charms and personalized engravings. Its quality products and reasonable prices have allowed the company to consolidate in the national market with the help of social networks as the most important tool, this company is a clear example of local success thanks to its implementation of marketing communication strategies for its increase. Through this research, it was proposed to identify, describe and evaluate the strategies used in the social networks of entrepreneurship, with the aim of determining their influence on the success of Marpesia. Through the use of a mixed methodology and various data collection tools such as survey, interview, focus groups and observation, this research presented important findings such as the use of paid advertising to generate greater reach and visibility, the importance of content in the strategies, the creation of content with a key objective and the influence that quality has on it before the public.