Maestría en Dirección Empresarial

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Marketing de experiencia en el supermercado Mercamio de la calle Quinta, de la ciudad de Cali
(Universidad Santiago de Cali, 2018) Klusmann Urrea, Juliana; García Sarria, Eliceo Hernando; Duque Ceballos, Jose Luis
This degree work focuses on experiential marketing. The general objective was to propose the marketing process rxperiencial that allows to improve the experience of customers in supermarket MercaMio of the 5 Street # 59-17, Cali The methodological process includes assessment of the external environment and internal environment, whose results were input to construct the internal matrix - external selection of strategies. An assessment of customer perception of the supermarket is subsequently performed. Finally is the proposal to implemntar the experiential strategy and research culminating in another proposal of strategies and activities of experiential marketing for supermarket