Éxito empresarial para una Pyme utilizando estrategias de marketing.

Abstract

The constant change in business has caused that the shortcomings suffered by small and medium companies in the Tsáchila province increase, the main problem is not adequately defining the market or segments that are to attend. Therefore, this paper seeks to contribute to knowledge about how companies are using marketing strategies to increase customer value. To study the behavior of this thematic the market of the importers and marketers of upholstery products, shoe stores, cabinetmaking and materials for the elaboration of tents was addressed. The realization of a business diagnosis allows identifying the debilities and threats that they have in a general way the commercial companies in the area of marketing. At the end, the form of integration between marketing, customers and the current market.