Examinando por Materia "MERCADEO - TOMA DE DECISIONES"
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Ítem El marketing social y su impacto en las actividades de fundraising de la Corporación Interactuar(Universidad EAFIT, 2022) Loaiza Sánchez, Hernán Rodolfo; Muñoz Molina, YaromirSocial organizations, NGOs, require financing from their interest groups in order to achieve their objectives and maximize their impact. In order to get more people to join the social causes proposed by these organizations, it is important to develop social marketing strategies that allow the dissemination of campaigns and content, in order to have a positive impact and achieve adherence to the different causes. The objective of this research is to determine the impact that social marketing has on fundraising activities in the Interactuar Corporation, with the purpose of knowing if these initiatives are generating potential donors to adhere to the causes that are the object of the use of donations and the amounts collected increase progressively over time. To determine the impact of social marketing on fundraising activities in Interactuar, internal documents and financial information were analyzed and interviews with six donors were conducted; four of them are collaborators of the Corporation who have in turn been linked to different campaigns through economic donations, two external donors to the organization, one of them a contractor and the last one a person who is close to the Corporation due to its corporate purpose. It was then tried to obtain qualitative and quantitative information that contributes to respond to the research problem posed. By way of conclusion, it can be stated that there is a direct relationship between social marketing and fundraising results at Corporación Interactuar, since social marketing, through Storytelling or storytelling, which is presented as an emerging category in this investigation, achieves that more potential donors adhere to the causes according to the activities developed.Ítem El personal branding en los profesionales de ciencias económicas : de la academia a la vida real(Universidad EAFIT, 2021) Velásquez Arana, Juan Manuel; Villegas Castaño, Guillermo LeónThe concept of brand has been widely studied in academy as a subject of study in order to address elements of marketing such as the positioning of companies, institutions or public figures. However, the field of Personal Branding or personal brand is yet to be developed in many areas, contexts and specific professions. This work aims to analyze the influence of Personal Branding in the marketing of economics professionals in the city of Pereira, Risaralda, Colombia, a field that has had a slow opening to the concept, development and application of the personal brand.Ítem Proceso de decisión de compra de los consumidores digitales en un comercio electrónico de productos no perecederos en el municipio de Los Salías, estado Miranda, Venezuela(Universidad EAFIT, 2020) López Hernández, Manuel José; Acevedo Mejía, Érika Cristina; Lalinde Arango, Verónica