TY  - THES 
TI  - Diseño del plan de mercadeo estratégico para la clínica de otorrinolaringología y cirugía plástica
PB  - Universidad Icesi
PY  - 2011
UR  - http://hdl.handle.net/10906/67873
AB  - The objective was to formulate a strategic marketing plan for the Clinic of Otolaryngology and Plastic Surgery allow him to achieve a competitive advantage for which an analysis and segmentation of the target market for the business first and second place conducted market research that included two types of core customers: 1) plastic surgeons and otolaryngologists in the city of Cali, which was applied a quantitative instrument, which allowed the perception of the market in the city; 2) service users who applied a qualitative research tool (In-depth interview) to know the perception of it.
As for the variables analyzed we can conclude that the most important for the first group of customers is the quality of service, considering the facilities and offer prices that can perform the clinics to comply with this feature. For users of the service of the second group of customers as important is to establish a trust relationship with the professional care, courtesy and promptness in service delivery.
KW  - FACULTAD DE CIENCIAS ADMINISTRATIVAS Y ECONÓMICAS
KW  - PRODUCCIÓN INTELECTUAL REGISTRADA - UNIVERSIDAD ICESI
KW  - MAESTRÍA EN ADMINISTRACIÓN-TESIS
KW  - PLAN DE MERCADEO
KW  - MERCADEO ESTRATÉGICO
KW  - PLANIFICACIÓN DE MERCADEO
KW  - ESTRATEGIAS DE MERCADEO
KW  - SECTOR SALUD
KW  - VENTAJA COMPETITIVA
KW  - STRATEGIC MARKETING
KW  - SERVICES
KW  - MARKETING MIX
KW  - PLASTIC SURGERY
KW  - OTOLARYNGOLOGY
ER  -