Marketing de gobernabilidad para el manejo de la imagen de la alcaldía del GADM Alausí

Abstract

Currently, the GADM of Alausí lacks governance marketing strategies, which prevents the institution's continuous improvement. Therefore, the objective of this thesis was to conduct governance marketing for the management of the image of the GADM of Alausí to develop and implement marketing strategies to improve the image of the mayor's office. The methodology applied had a qualitative and quantitative approach; the study population was the economically active population of the canton, fundamental the application of a documentary and field research to obtain the respective information through methods, techniques, and instruments, among which were the interview with the mayor and the survey applied to the entire population of the canton. Through this methodology, it was determined that the GAD lacks marketing strategies, causing the image of the new mayor to be handled empirically; in addition to omitting the use of any strategy, it does not have a brand that shows the new administration due to the non-existence of the brand there could be confusion in the citizenship when differentiating the current administration from the previous ones, it does not have a policy where the efforts that are going to be made are made known. It is concluded that the research has shown how governance marketing strategies contributed directly to improving the image of the GADM of Alausí; the previous absence of a brand limited the projection of identity. However, creating this brand and its positioning, active presence in social networks, and a transparent communication policy led to a positive change in citizens' perceptions.