%0 Journal Article 
%T Propuesta estratégica de visibilización de la marca Icesi solidaria: Investigación aplicada a un problema organizacional
%D 2013
%U http://hdl.handle.net/10906/76698
%X The social marketing is an issue that has been addressed in theoretical and practical
material for forty years. This phenomenon is increasing with time because of social
pressure. At the Icesi University a group of people interested in contributing in social
causes was formed, through the academic training in what it is related with marketing.
The group was created by the initiative of the students and supported by a teacher, who are
concerned and want to develop strategies to solve social problems that affect the city of
Cali, Colombia.
Despite the great work carried out by “Icesi Solidaria” (solidarity in Icesi), it has been
done a research that reveals the small amount of recognition that this has in the student
community. That’s why students propose marketing strategies through research, analysis
and the creation of advertisement or an advertisement program, in order to position the
brand.
Palabras
%K Facultad de Ciencias Administrativas y Económicas
%K Producción intelectual registrada - Universidad Icesi
%K Mercadeo Internacional y Publicidad
%K Universidad Icesi
%K Marcas de empresas
%K Equidad de marca
%K Mercadeo social corporativo
%K Campañas sociales
%~ GOEDOC, SUB GOETTINGEN