Prácticas innovadoras en marketing 3.0 : una propuesta para las pymes de la ciudad de Tunja

Abstract

In Colombia, SMEs show significant growth with 96% of companies (Bancoldex 2017). Similarly, they provide more than 50% of employment exceeding the national average. (Bonitto, M. V. 2010). These companies have no sustainability, reach to be in the market and be competitive maximum for 5 years. The department of Boyacá and its capital, in a report of the Chamber of Commerce of Tunja, for 2018, showed a large number of cancellations, where closed commercial establishments were 45%. This shows that there are many challenges that SMEs face in order to survive in the market, such as taxes, imperfect competition, monopolies and lack of marketing strategies, such as marketing 3.0. The implementation of marketing, financial plan determination, legal advice, and if your management strategies lack innovation in marketing. It is for this reason; the main objective of this article is to identify innovation in marketing 3.0 for SMEs in the city and in turn to present some current and innovative practices. A documentary and descriptive methodology was implemented, allowing as a general result to show anomalies such as: the lack of support for entrepreneurs, and even more, the lack of a marketing plan based on 3.0. Therefore, it is appropriate to determine some innovation practices in an initial marketing plan for an SME.