Pregrado Mercadeo
Recent Submissions
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El valor percibido y las tarjetas de crédito
In Latin America, the use of credit cards has been studied and observed, as well as the increase in purchases of the same, thus generating changes and emotional and psychological implications. It is planned to carry out a ... -
Economía colaborativa como incentivo para el marketing territorial caso Usme
This article comprises a reflective work that was born from the execution of a research project carried out by the Retail Center seedbed of the Faculty of Marketing of the Santo Tomás University, this project sought to ... -
Comprensión de la aplicación del marketing territorial en el turismo y el turismo rural en Bogotá desde la perspectiva de las políticas públicas en los últimos 25 años
This article seeks to generate frameworks for understanding and interpretation regarding the strategic contributions of territorial marketing with respect to tourism and rural tourism from the perspective of public policies ... -
Exclusión social en torno a dinámicas de consumo en marcas de imitación
Objective: To identify the processes of social exclusion around the dynamics of consumption of imitation brands in a group of inhabitants of a commercial sector of Mosquera Cundinamarca. Methodology: The research approach ... -
Desigualdad social y oportunidades de acceso a créditos y microcréditos en el sector rural en Colombia.
This research is oriented to the documentary review during the period 1993-2020 from the documentary analysis in scientific journals and research articles, in order to understand the factors of inclusion and social exclusion ... -
Producción Científica en Consumo Responsable de Alimentos Orgánicos en el Periodo 2000-2020
This article presents a bibliometric analysis about the current state of scientific production regarding the responsible consumption of organic food within the Administrative Sciences, between 2000 to 2020. From the ... -
Relación entre las dimensiones de la personalidad de la marca de gimnasios “smart fit” desde el modelo de Aaker en jóvenes y adultos de estratos 3, 4 y 5 de la ciudad de Bogotá
The purpose of this project is to carry out a study to establish the relationship between the dimensions of the brand's personality and the characteristics of the "Smart Fit" chain of gyms from the Aaker model in young ... -
Plan de negocios para la continuidad de la empresa Adsisto Design S.A.S
ADSISTO DESIGN is a company that was born in May 2018 and specialized in the sale and rental of stands for fairs where it was handled from the design of the furniture to its full operation, however the company was not ... -
Walmart uno de los grandes de la logística en México
Walmart is currently the main retailer in Mexico, since its inception approximately 25 years ago, it has had to adapt to the Mexican market, one of these changes has been the development and implementation of reverse ... -
Valor emocional percibido en las tarjetas de crédito de marca compartida en Bogotá
This research provides evidence regarding the perceived emotional value associated with the use of co-branded credit cards in Bogotá - Colombia. A simple random sampling of 104 participants was used, information was collected ... -
Plan de iniciativa empresarial para la creación de bolsos elaborados con neumáticos y biopolímero proveniente de la semilla del aguacate
Fashion is one of the biggest polluters on the planet due to the exploitation of natural resources and the lack of responsibility of people in controlling the waste, now there is a high level of involvement in terms ... -
Influencia de los estados afectivos frente a la elección de salones de belleza NAIL BAR en mujeres entre 18-40 años de la ciudad de Bogotá
It is important to highlight that emotions are not analogous in relation to decision making, since there are external factors, previous experiences, or beliefs that the individual has lived through, which are determining ... -
Plan de Iniciativa empresarial para la creación de una empresa de comercializadora de cosméticos para mujeres en la ciudad de Bogotá
The business idea is oriented around the creation of an online cosmetics packaging company for women, whose packaging will be made in recyclable material (common materials) with exclusive designs, whose goods will be sent ... -
Plan de iniciativa empresarial para la creación de máquinas de snacks con preparación automatizada de ensaladas de frutas
Colombia is a country that produces a great variety of fruits, however, its population is not a consumer of this, in addition to the multiple health problems such as obesity, diabetes and hypertension that this generation ... -
Motivos y actitudes que orientan la compra en tiendas hard discounter D1, Justo&Bueno y Ara en un grupo de amas de casa en la localidad de Kennedy de la ciudad de Bogotá.
The purpose of this research is to understand the motives and attitudes that guide the purchase in hard discounter stores D1, Justo & Bueno and Ara in a group of housewives from the Kennedy town of the city of Bogotá, ... -
Plan de iniciativa empresarial para la creación de una empresa online especializada en la elaboración de decoración personalizada para mascotas a base de productos amigables con el medio ambiente
The inclusion of pets as one more member within Colombian homes has become a growing trend, therefore, a proposal for a Business Initiative as a Degree Work Mode is presented entitled “Online company dedicated to the sale ... -
El Marketing Green en el sector transporte por plataforma digital de la Ciudad de México: oportunidades y desafíos.
The environmental problem that the current world is experiencing, has given rise to new market segments constituted by green consumers who care about the environment, generating responsible consumption habits that generate ... -
Análisis de las estrategias para generar apropiación hacia la marca ciudad en los habitantes de la ciudad de México.
Today the world at large is facing significant changes in technology issues, which is why some authors claim that we are in the fourth industrial revolution called "Industry 4.0" (Román, 2016, p.5). In accordance with the ...
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