Marketing Strategies of Services for the Café Los Azulejos in the City of Coatepec, 2016
DOI:
https://doi.org/10.5281/zenodo.7186201Keywords:
Marketing, Market segmentation, Marketing mix, coffee marketing, Services marketing mix, Service, Customer care, Services marketing strategiesAbstract
The present work is part of a research with a mixed approach, whose purpose is the design of service marketing strategies for Café "Los Azulejos" in the city of Coatepec, in 2016. Part of the recognition that any company regardless of its turn, seeks a certain type of profitability or benefit, for the specific case of service companies where customer perception plays a decisive role, it is vital to establish and strengthen tangible and intangible elements, as well as internal relationships and those established with its target market, being necessary the analysis of the service that the company provides, to detect points of improvement, as a way to increase its productivity and quality, since it must be prepared to face highly competitive scenarios, which it will achieve through of the implementation of service marketing strategies, which require both operations management and human resources.
Metrics
References
De Andrés Ferrando, Jose María. (2008). Marketing en empresas de servicios. 1ª. Edición. Alfaomega. México.
Ficher de la Vega, Laura Estela y Espejo Callado Jorge. (2011). Mercadotecnia. 4ª. Edición. McGraw-Hill. México.
Grande Esteban, Ildefonso. (2005). Marketing de los servicios. 4ª. Edición. Esic Editorial. Madrid, España.
Hernández Sampieri Roberto, Fernández Collado Carlos y Baptista Lucio Pilar. (2010) 150 Metodología de la Investigación. 5ª. Edición. McGraw-Hill. México.
Kotler Philip, Armstrong Gary. (2013). Fundamentos de Marketing. 11ª. Edición. Pearson Educación. México.
Lovelock Chrístopher y Wírtz Jochen. (2009).Marketing de servicios, personal, tecnología y estrategia. 6ª. Edición. México, Pearson Educación. México.
Tamayo y Tamayo Mario (2003). El Proceso de la Investigación Cientifica. 4ª. Edición. Limusa. México.
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This journal adheres to the Creative Commons license in the definition of its policy of open access and reuse of published material, in the following terms:
- Accessibility to articles and other publications in whole or in part under the concept of copying, distribution, public communication , interactive access (through the Internet or other means), explicitly maintaining the recognition of the author or authors and the journal itself (authorship acknowledgment).
- Warning that if the articles are remixed, modified or fragments used in other creations, the modified material cannot be distributed, nor is it allowed to reconstruct versions from the original published articles (derived works).
- The use of the contents of the published articles, in whole or in part, for profit (non-commercial recognition) is prohibited.
The author retains copyright, transfers or grants exclusive commercial rights to the publisher, and a non-commercial license is used.
