Marketing de gobernabilidad para el manejo de la imagen de CONAGOPARE Chimborazo

Abstract

Currently, CONAGOPARE CHIMBORAZO lacks Governance Marketing strategies, hindering the continuous improvement of the institution. Therefore, the objective of this Thesis was to carry out Governance Marketing for managing the image of CONAGOPARE Chimborazo. The aim was to develop and implement marketing strategies to enhance the institution's image. The applied methodology had a qualitative and quantitative approach. The study population comprised the economically active population of the province. The methodology involved documentary and field research, utilizing methods, techniques, and instruments such as interviews with the presidents of Parish GADs and surveys applied to the entire population of Chimborazo province. Through this methodology, it was determined that CONAGOPARE lacks marketing strategies, leading to the empirical management of the institution's image. There is a lack of communication showing support from the current president towards rural parishes. The absence of communication could cause confusion among the public in distinguishing the current administration from previous ones. Additionally, there is no policy to communicate the actions to be taken. The research concludes that marketing governance strategies directly contributed to improving the image of CONAGOPARE Chimborazo. The negative perception people have of the entity creates a poor corporate image. However, training for the presidents of Parish GADs and a transparent communication policy led to a positive change in public perception.