The 7 Ps of marketing and their influence in the commercial management of CITEs from Peru's agro-industrial sector
DOI:
https://doi.org/10.15381/gtm.v26i52.27074Keywords:
7 Ps of marketing, commercial performance, target audienceAbstract
The main objective of this research was to determine the influence of the 7 Ps of marketing in the commercial performance of public agro-industrial CITEs in Peru. However, the non-implementation of the 7 Ps of marketing by the Centers of Productive Innovation and Technology Transfer (CITE by their Spanish initials) negatively affects their commercial performance. To help improve this problem situation, an experimental study was conducted, where the 7 Ps of marketing were devised and implemented for two agro-industrial CITEs from Peru: CITE Huallaga UT Ambo and CITE Agroindustrial UT Huaura. To achieve an effective design of the 7 Ps of marketing, the results of a situational analysis of these CITEs was considered, as well as the needs and wants of their target audience. After conducting this research, it was concluded that the CITEs which implemented the 7 Ps of marketing had a better performance in the placement of technological services and an increase in the number of agro-industrial companies served, compared to previous years and to other agro-industrial CITEs which did not implement the 7 Ps of marketing.
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Johannes Schmidt Urdanivia, Cecilia del Carmen Velásquez Diaz
This work is licensed under a Creative Commons Attribution 4.0 International License.
THE AUTHORS RETAIN THEIR RIGHTS:
(a) The authors retain their trademark and patent rights, and also over any process or procedure described in the article.
(b) The authors retain the right to share, copy, distribute, execute and publicly communicate the article published in Gestión en el Tercer Milenio journal (for example, place it in an institutional repository or publish it in a book), with acknowledgment of its initial publication in the Gestión en el Tercer Milenio.
(c) Authors retain the right to make a subsequent publication of their work, to use the article or any part of it (for example: a compilation of their work, lecture notes, thesis, or for a book), provided that they indicate the source. of publication (authors of the work, magazine, volume, number and date).
