Examinando por Autor "San Juan Jaramillo, Marcela"

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    Efectividad del mercadeo electrónico en la actualidad, en los jóvenes entre los 18 y los 25 años de los estratos 4,5 y 6 de Medellín
    (Universidad EIA, 2014) San Juan Jaramillo, Marcela; Márquez Godoy ,José Ignacio
    Given the uncertainty of the efficiency of e-marketing in Medellin aimed at people between 18 and 25 years of age, in social strata 4, 5 and 6, theoretical research on electronic and traditional marketing was done to meet the different advantages and downsides. A literature review was conducted on studies done by some companies regarding e- marketing and its main findings or conclusions. Also, a quantitative and qualitative investigation of the market was done, which consisted of surveys filled in by the target market and in-depth interviews with market experts. This work finds that, although consumers do not perceive the current effectiveness of e- marketing, companies have informed of positive outcomes, which is thought will result in a continuously growing trend of this market. An option suggested by one of the experts, which is used today, is combining traditional marketing with email marketing, as it helps to familiarize the public with the electronic medium. Both traditional and electronic media have pros and cons. The type of business and target market are relevant variables when performing the marketing mix because not all businesses are the same.