@mastersthesis{10902/35857,
year = {2024},
url = {https://hdl.handle.net/10902/35857},
abstract = {Se realizó el plan de marketing para la Empresa Municipal de Turismo de Santander, con el objetivo de posicionar a Santander como referente para el turismo MICE. A través de un estudio externo, que incluyó el análisis del macroentorno y microentorno, así como un análisis interno, donde se describió la organización de la empresa, sus recursos y capacidades, que derivó en el diagnóstico estratégico DAFO para posteriormente definir los objetivos y estrategias de marketing. A partir de ello se propuso un plan de acción (Marketing Operativo) para crear el plan de producto, precios, distribución y comunicación.},
abstract = {The marketing plan for the Municipal Tourism Company of Santander was carried out, with the aim of positioning Santander as a benchmark for the MICE tourism. Through an external study, which included the analysis of the macroenvironment and microenvironment, as well as an internal analysis, where the organization of the company, its resources and capabilities were described, which led to the strategic diagnosis SWOT to later define the objectives and marketing strategies. From this, an action plan (Operational Marketing) was proposed to create the product plan, prices, distribution and communication.},
title = {Plan de marketing para la empresa municipal de turismo de Santander M.P., S.A. para posicionar a Santander destino en el segmento “mice”.},
author = {Gutiérrez Anaya, Sulma Denice},
}