Pregrado Mercadeo
Recent Submissions
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Endomarketing Digital en Colombia y Latinoamérica: Revisión Sistemática de la Literatura
(Universidad Santo TomásPregrado MercadeoFacultad de Mercadeo, 2023-09-26)The endomarketing or internal marketing is relevant for the proper management of organizations as all functional areas of the organization have been impacted by the digital revolution, on that basis we can talk about digital ... -
Análisis Bibliométrico- El Metaverso en la Educación
(Universidad Santo TomásPregrado MercadeoFacultad de Mercadeo, 2023-09-25)The accelerated technological development that has been experienced in recent years has allowed technologies such as the metaverse, which more than 20 years ago was part of fiction novels, to become a reality today, although ... -
Plan de Negocio: Moda Masculina y Sostenible en Bogotá
(Universidad Santo TomásPregrado MercadeoFacultad de Mercadeo, 2023-09-22)The fashion and personal care industry requires focusing on the gender sector masculine, the objective is to design a business plan focused on the creation of a sustainable men's fashion company in Bogotá, that is 100% ... -
Iniciativa Empresarial para Creación de Escenarios de Natación de Carácter Propio en Bogotá
(Universidad Santo TomásPregrado MercadeoFacultad de Mercadeo, 2023-09-22)For the development of the business plan for proprietary swimming scenarios in the city of Bogotá, Colombia, market research was conducted to understand the market and its potential, as well as the preferences of the target ... -
Influencia del Contenido del Mensaje de los Influencers de Marcas de Maquillaje Vistos en Instagram en el Priming Emocional de las Marcas en Jóvenes Bogotanos
(Universidad Santo TomásPregrado MercadeoFacultad de Mercadeo, 2023-09-22)Over the years, influencer marketing has had a great impact on the consumer, since each time the market has ventured into new methods of perception and influence to reach them, obtaining a link between the brand and the ... -
Diseño de un Programa de Bienestar Consciente para el Fortalecimiento de la Marca Personal en Mujeres Víctimas de Violencia Doméstica
(Universidad Santo TomásPregrado MercadeoFacultad de Mercadeo, 2023-09-18)Violence against women is a problem that threatens human rights, since it generates a series of physical, psychological and emotional affectations, caused by living violent situations in an environment of fear or isolation, ... -
Responsabilidad Social Empresarial que Tienen las Marcas en México y Colombia y el Impacto en su Posicionamiento
(Universidad Santo TomásPregrado MercadeoFacultad de Mercadeo, 2023-09-18)Corporate social responsibility (CSR) is an increasingly relevant practice in business around the world, and Latin America isn´t a exception. In the last decade, there has been a growing interest in adopting and promoting ... -
Impacto Del Neuromarketing En El Comportamiento Del Consumidor Y En La Publicidad En México. Posibles Aplicaciones Al Contexto Colombiano
(Universidad Santo TomásPregrado MercadeoFacultad de Mercadeo, 2023-09-15)This essay addresses the topic of neuromarketing, a strategy that takes into account the use of neuroscience and marketing as fundamental tools to understand consumer behavior. Based on these aspects, neuromarketing proceeds ... -
Comprensión Regulatoria Frente al Etiquetado de Alimentos Ultraprocesados en Latinoamérica
(Universidad Santo TomásPregrado MercadeoFacultad de Mercadeo, 2023-09-06)This article seeks to generate comparison frameworks against the state of the nutritional labeling law in Latin American countries such as: Mexico, Colombia, Ecuador, Peru, Brazil, Chile, Uruguay and Argentina, analyzing ... -
Estado actual de la producción científica con respecto a la marca territorio de los últimos 20 años a partir de una revisión en Latinoamérica y el mundo
(Universidad Santo TomásPregrado MercadeoFacultad de Mercadeo, 2023-07-07)This document presents a systematic review of the current state of scientific production on territorial branding between 2001 and 2022. To this end, an analysis of publications is made through bibliographic databases with ... -
Apropiación de Herramientas Ágiles en la Innovación de Plataformas Streaming en México y Colombia
(Universidad Santo TomásPregrado MercadeoFacultad de Mercadeo, 2023-04-27) -
Metodologías de evaluación de impacto de marketing social para programas dirigidos a mujeres rurales en América latina
(Universidad Santo TomásPregrado MercadeoFacultad de Mercadeo, 2023-04-22)Rural women in Latin America are fundamental agents and pillars of transformation of societies, however, even today they continue to be exposed to inequities, vulnerabilities and inequalities, which has led various ... -
Procesos de transformación digital del sector automotriz mexicano
(Universidad Santo TomásPregrado MercadeoFacultad de Mercadeo, 2023-01-26)The automotive industry in Mexico is becoming more competitive, which is why companies must face the transformation of the company's digital ecosystem not as an enemy of the future but as a tool to achieve the company's ... -
Cultura de innovación: Retos y transformación de la pequeña y mediana empresa de México.
(Universidad Santo TomásPregrado MercadeoFacultad de Mercadeo, 2023-01-26)This essay aims to understand the meaning of the culture of innovation in small and medium-sized companies in Puebla, Mexico, through the implementation of innovative strategies for the growth and development of their ... -
Aportes de la minería de datos a las nuevas formas de segmentación de mercados. Caso comparativo Colombia-México.
(Universidad Santo TomásPregrado MercadeoFacultad de Mercadeo, 2023-01-26)The objective of the essay focuses on understanding the role of data mining (DM) in the new forms of segmentation for the understanding of the markets, both in Colombia and in Mexico. The conclusions allow us to infer that ... -
Análisis comparativo de la evolución e impacto en la banca de las Fintech en México y Colombia
(Universidad Santo TomásPregrado MercadeoFacultad de Mercadeo, 2023-02-06)Technological advances have brought changes to different industries around the world, and the financial sector has not been immune, as new companies have emerged that provide financial services using technology and innovation. ... -
Couchsurfing: una Herramienta que Facilita la Internacionalización por Medio de la Economía Colaborativa
(Universidad Santo TomásPregrado MercadeoFacultad de Mercadeo, 2023-01-26)The following essay discusses the concept of sharing economy having as foundation the case of success of the Couchsurfing platform and its community of travelers as an excellent and resourceful tool when it comes to achieving ... -
Retos de innovación y su impacto para las empresas en México
(Universidad Santo TomásPregrado MercadeoFacultad de Mercadeo, 2023-01-23) -
El neuromarketing en la venta online
(Universidad Santo TomásPregrado MercadeoFacultad de Mercadeo, 2023-01-19) -
Plan de Iniciativa Empresarial – Fabricación y Comercialización de Accesorios con Soporte en el Tejido Artesanal Wayuu,
(Universidad Santo TomásPregrado MercadeoFacultad de Mercadeo, 2023-01-16)The business of handicrafts at the national level is widely accepted by consumers within the framework of responsibility towards the environment and, above all, cultural heritage. Therefore, it is possible to demonstrate ...
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