Browsing by Author "Marco Vinicio Moscoso Merchán"

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    Manual de Estrategias de Marketing para la Activación Económica de las Microempresas del Sector de Producción de Muebles en la Ciudad de Cuenca
    (Instituto Superior Tecnológico Particular Sudamericano, 2024) Miguel Mauricio Cuesta Calderón; Elena Patricia Castillo Sojos; Ángel Bolivar Andrade Sarmiento; Jaime Stalyn Izquierdo Ulloa; Marco Vinicio Moscoso Merchán; Victor Vladimir Llerena Maldonado; Hugo Fernando Abril Piedra; Pablo Raúl Merchán Flores; Pablo Quito Bustos
    This text presents a practical guide to marketing strategies aimed at stimulating economic growth among microenterprises that produce furniture in the city of Cuenca. It highlights the sector’s value as an economic engine and a driver of employment, while addressing its main challenges, such as barriers to market entry and weaknesses in sales management. Furthermore, the manual is based on a generic approach that can be adapted to various types of businesses, allowing its tactics—which include branding, local market penetration, e-commerce, and sales training—to be tailored to each company’s specific resources and goals in order to strengthen their competitiveness and foster the development of the local entrepreneurial ecosystem.