Browsing by Author "Orellana Velez, Jose Enrique"

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Estudio sobre el uso de marketing odontológico en clínicas de la ciudad de Cuenca, Ecuador
(2023) Venenaula Ortega, Katherine Janneth; Orellana Velez, Jose Enrique; Picon Renteria, Alexa Daniela; Bravo Calderón, Manuel Estuardo
The topic of this study is: Study on the use of dental Marketing in clinics in the city of Cuenca. In this context, different factors have intervened directly or indirectly in the evolution of the markets, becoming much more competitive, and consequently affecting the way in which they relate to customers and vice versa. Companies around the world are conditioned by a series of economic, political, socio-cultural, juridical-legal, environmental and technological factors, which make up what is called the business environment. The descriptive methodology focuses on describing and analyzing the population or sample under study, without intervening in it, it has a quantitative, non-experimental approach, with a population of 15 clinics. The results show that approximately 53% of respondents use marketing strategies within their clinical care, while 47% do not. This indicates that a division exists between those who recognize the importance of marketing in their clinical practice and those . that have not yet implemented it. It is concluded: the study on the use of dental marketing in clinics reveals several trends and significant aspects, Recognition of the importance of marketing, Need to improve marketing strategies, Variation in marketing spending, the desire to obtain more information about the dental marketing.