Desarrollo de estrategias de marketing social para la Empresa EDITEXT, en la ciudad de Riobamba, periodo 2016-2017

Abstract

The research Project that aims to develop social marketing strategies in the company Editext in the city of Riobamba period 2016-2017, to improve its corporate image. For this, a market research was carried out using surveys that were applied to the inhabitants of the Canton Riobamba, as well as an interview with the General Manager of the company. The relevant data in the survey shows that 64% of the respondents do not the company, but would like to be part of the projects that are developed. To this end, two strategies were developed: legal, internal, and economic education. It establish the recommendations put to consideration that consist in carrying out the application of the strategies and giving continuity to them, making a quarterly planning for the follow- up and control of the general policies manual to promote good environmental practices within the company, in order to obtain the Ecuadorian Environmental Recognition (Green Point), and to inform through mass media the training developed by the Editext company to obtain the widest possible audience and its impact is greater.