Linkage as administrative marketing strategies to promote multisectoral entrepreneurship of microenterprises in Tungurahua

Abstract

Introduction: Marketing strategies are developed by a series of studies to obtain the qualitative and quantitative variables with which paths will be designed so that companies can position themselves within the consumer's subconscious to positively influence the decision at the time of making the purchase. Objectives: to determine the marketing strategies used by the multisector entrepreneurship of the province of Tungurahua. Methodology: The descriptive methodology focused on field research was used because it was necessary to establish the population and sample, according to the National Institute of Statistics and Censuses (INEC) defines that in 2021 there are 10,842 microenterprises that were contacted to apply them. a poll. Results: the most used social network is Instagram 24%, 17.3% detail that Twitter 13.5%, due to the functionalities it has, 60% of the micro-enterprises in the province of Tungurahua direct activities that focus on marketing, the managers of these companies; 33.01% of the micro-enterprises allocate 3% of the total income received by the companies to allocate them to traditional marketing campaigns, 31.41% transfer 5% of their sales margins to investment in marketing campaigns, 25 .32% do not invest in this type of commercial actions, it is established that one of the most important results occurs with 25.32%. Conclusions: This business sector prefers bidirectional communication channels to measure the level of impact of its marketing activities, which are used to develop interaction metrics with which the level of success of each institution can be verified. Area of ​​study or specialization: Administration – Marketing