Diseño de un plan de marketing social para el GAD Municipal del cantón Cumandá, provincia de Chimborazo, periodo 2017.

Abstract

This research aims at designing a social marketing strategy which allows aware to citizens about the importance of maintaining the public property of Cumandá cantón, in Chimborazo province. The research was carried out through the implementation of surveys that were a cornerstone to identify citizens and staff opinions. As a result, it was found that public property and public works must be looked after responsibly by the inhabitants of the cantón thus involving the courts, parks, streets, among other important works conducted by previous municipal administrations; another identified factor is the rapid damage to the public property that produces an unnecessary cost of repair for the administration; people also recognize that the most important work is the market without considering relevant works as the drinking water and sewage systems, sidewalks and curbs, roads. The proposal promotes the social marketing of awareness aimed at settled families and households since it is a fundamental pillar to spread information structuring its marketing strategies focused on planning, organization, management, and control. It is concluded that it is of the utmost importance the implementation of a marketing plan to promoting awareness about taking care of public property, the main recommendation is to teach children about caring, commitment, and conservaron of the public property.