TY  - THES 
TI  - Propuesta estratégica de visibilización de la marca Icesi solidaria: Investigación aplicada a un problema organizacional
PB  - Universidad Icesi
PY  - 2013
UR  - http://hdl.handle.net/10906/76698
AB  - 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
KW  - Facultad de Ciencias Administrativas y Económicas
KW  - Producción intelectual registrada - Universidad Icesi
KW  - Mercadeo Internacional y Publicidad
KW  - Universidad Icesi
KW  - Marcas de empresas
KW  - Equidad de marca
KW  - Mercadeo social corporativo
KW  - Campañas sociales
ER  -