Marketing practices of craft and textile entrepreneurs of the municipalities of Antiguo Cuscatlán and Santa Tecla

Abstract

The study of "Marketing strategies used by small entrepreneurs to promote their products" seeks to identify the entrepreneurial marketing practice in Antiguo Cuscatlán and Santa Tecla, and to carry out an analysis of the way in which entrepreneurs develop said practice. Marketing planning is a fundamental strategic element for the projection and effective communication of the products and services of any company or business. Marketing planning requires a knowledge of the market based on a clear segmentation and the identification of those factors that allow creating an innovative and attractive value proposition for the different segments. A fundamental factor analyzed is the vacuum and the need to strengthen the capacities of entrepreneurs in the marketing area, with the aim of making the effort and investment more effective made to publicize their products. The following is an analysis of the entrepreneurial marketing practice based on the planning and development of the market mix: product, price, place and promotion, by the entrepreneurs.

Realidad Empresarial No. 9, 2020: 15-24