TY  - THES 
TI  - Diagnóstico situacional y propuesta de mezcla de mercadeo para la Empresa Inoxidable Santacruz
PB  - Universidad Icesi
PY  - 2012
UR  - http://hdl.handle.net/10906/68645
AB  - This project responds to the interest of Inoxidable Santacruz’s owner in gaining market share and becoming a major player in the local industry of stainless steel products and services. To do so, this project presents a diagnosis of the current context, a corresponding situational analysis, to subsequently propose a marketing mix, that provides strategic focus, improves market share, and strengthens the firm’s competitive position.
KW  - FACULTAD DE CIENCIAS ADMINISTRATIVAS Y ECONÓMICAS
KW  - PRODUCCIÓN INTELECTUAL REGISTRADA - UNIVERSIDAD ICESI
KW  - PLANIFICACIÓN ESTRATÉGICA
KW  - VENTAJA COMPETITIVA
KW  - POSICIONAMIENTO DE MARCA
KW  - MEZCLA DE MERCADEO
KW  - MARKETING MIX
KW  - POSITIONING
KW  - COMPETITIVE ADVANTAGE
KW  - STAINLESS STEEL
ER  -