Digital Marketing Strategies for a Haute Confectionery Company in the City of Córdoba, Veracruz

Authors

  • Ariadna Lissette Sánchez Lozano Universidad de Xalapa
  • Abraham Vásquez Cruz Universidad de Xalapa

DOI:

https://doi.org/10.5281/zenodo.7186651

Keywords:

Digital Marketing, Microenterprise, Strategies

Abstract

The present investigation shows the results of the implementation of digital Marketing strategies in a microenterprise dedicated to the production of haute confectionery products, in the city of Córdoba, Veracruz, Mexico. The theory that supports both the information collected and the strategies that were designed is briefly raised, from the general aspects of marketing, delimiting the information to get to have bases of the types of marketing, digital marketing up to marketing in social networks. which is used particularly in the company that is being analyzed. The company ARO Mesa de Dulces is analyzed in a general way, addressing its corporate image, the methods it currently uses to advertise, which allows for a better structure in the proposed strategies. Finally, the proposal is shown in general, and the development of each of the strategies that were carried out in the company.

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Author Biographies

Ariadna Lissette Sánchez Lozano, Universidad de Xalapa

Licenciada en Gastronomía egresada del Instituto Suizo de Gastronomía y Hotelería. Se desempeña como Gerente General en una empresa dedicada a la elaboración de postres y mesa de dulces. El documento que se presenta se derivó del trabajo de investigación realizado para obtener el Grado de Maestra en Alta Dirección y Gestión Administrativa por la Universidad de Xalapa.

Abraham Vásquez Cruz, Universidad de Xalapa

Licenciado en Sistemas Computacionales Administrativos por la Universidad Veracruzana, Ingeniero en Sistemas Computacionales por el Instituto Tecnológico Superior de Xalapa y Maestro en Ciencias Administrativas por la Universidad Veracruzana. Se desempeña como académico en la Universidad Veracruzana y la Universidad de Xalapa, principalmente adscrito a las cátedras de Sistemas de Información Mercadológica, Marketing Digital, Seminario de Desarrollo de Empresas y Gestión Estratégica.

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Published

2016-08-01

How to Cite

Sánchez Lozano, A. L., & Vásquez Cruz, A. (2016). Digital Marketing Strategies for a Haute Confectionery Company in the City of Córdoba, Veracruz. Universita Ciencia, 5, 299–313. https://doi.org/10.5281/zenodo.7186651

Issue

2016: Special Issue: Master's Degree Papers

Section

Artículos

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