| Autor: |
Francisco José Moscoso-Moscoso, José Alberto Rivera-Costales, Ramiro Oswaldo González-Rodríguez, Moisés Marcelo Matovelle-Romo |
| Jazyk: |
Spanish; Castilian |
| Rok vydání: |
2020 |
| Předmět: |
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| Zdroj: |
Revista Arbitrada Interdisciplinaria Koinonía, Vol 5, Iss 3, Pp 805-834 (2020) |
| Druh dokumentu: |
article |
| ISSN: |
2542-3088 |
| DOI: |
10.35381/r.k.v5i3.922 |
| Popis: |
The research aims to analyze guerrilla marketing applied to companies in the dental equipment sector in Ecuador. It was generated from a descriptive type with non-experimental field design, a population sample of 123 professionals linked to dental companies in the province of Azuay - Ecuador was approached. Guerrilla marketing has become the cheapest way to get the attention of customers to later present the value proposition that will end in the conversion of a prospect to a future customer. The study of the customer segment of the dental products market reveals that the new modalities of increased use of social networks and digital applications for communication open a wide range of possibilities for the use of low-cost resources that can be used by companies to focus on so-called digital guerilla marketing. |
| Databáze: |
Directory of Open Access Journals |
| Externí odkaz: |
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