La Efectividad del Marketing en la Pyme de Aguascalientes: Un Estudio Empírico

Gonzalo Maldonado Guzman, María Del Carmen Martínez Serna, Sandra Yesenia Pinzón Castro


Los cambios actuales en el campo del marketing, derivados de la globalización de los mercados y del alto nivel de competitividad de los negocios, están obligando a las organizaciones a replantear sus estrategias de marketing para que sean más efectivas y eficientes y puedan, de esta manera, generar productos y servicios que se adapten a las cambiantes necesidades y preferencias de los clientes y consumidores. Asimismo, este estudio puede contribuir a la realización de estrategias de marketing dentro de las actividades empresariales de las pequeñas y medianas empresas, y a la generación de información relevante sobre la efectividad de dichas estrategias de marketing empresarial. Por lo tanto, en este trabajo, a partir de una muestra de 312 pequeñas y medianas empresas del Estado de Aguascalientes (México), se analiza la efectividad de las estrategias de marketing que comúnmente utilizan este tipo de empresas en sus actividades empresariales. Los resultados obtenidos muestran que la filosofía del consumidor, la organización integral del marketing, el manejo de la información de marketing, la orientación estratégica y la eficiencia operacional tienen efectos positivos y significativos en la eficiencia del marketing, lo que puede constituir una ventaja competitiva de las organizaciones.

Palabras clave

Marketing, efectividad, Pymes


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