Diseño de una guía de marketing social basado en la responsabilidad social para locales comerciales del centro histórico de la ciudad de Cuenca

Abstract

The development of this research is aimed at designing a Guide to Social Marketing based on Social Responsibility for business premises in the historical center of the city of Cuenca, through which we aim to provide strategies that benefit Cuencanos entrepreneurs ofthe historical center of the city. This work was structured in the following manner:First, it has been fundamental to research the Theoretical Bases of Social Responsibility and Social Marketing, history, definitions, concepts, differences, similarities, and the advance of these theories through organizations and national and international institutions. Also, it has been valued the knowledge of entrepreneurs in the historical center; for this important aspect, it classified into three types or variables corresponding: Service, Food and Beverage, and Commerce; subsequently, it worked with 266 surveys that were divided according to the results of the sample. Finally, the Social Marketing Guide it based on Social Responsibility was developed, there are considered fundamental pillars: Social Responsibility Policies; Social Marketing Application; Measuring impact of Social Responsibility; Brand positioning from the Social Marketing; Formation of Corporate Reputation; Construction of Personal Branding; and Customer Loyalty from the Web 2.0.