Las Estrategias del marketing social y la percepción de la Imagen de la Liga Deportiva Cantonal de Salcedo.

Abstract

Liga Deportiva Cantonal de Salcedo is a public institution that offers citizenship training various sports. It was founded on May 4, 1946.With the passage of time the image of the Cantonal League has been declining due to the few positive results and the abandonment of the institution by young fans and spectators. The data obtained through field research applied to internal and external customers of the institution indicate that social marketing goes unnoticed causing major problems in all areas and especially in the perception of the image of the institution as the leaders have passed through the institution did not take the Liga Deportiva Cantonal de Salcedo as an entity that benefits the physical and mental health of youth but only as a sporting institution. With the results we have seen the need to propose a plan of social marketing for Liga Deportiva Cantonal de Salcedo, designing strategies to improve the perception of the image of the Liga Deportiva Cantonal de Salcedo. Therefore this research project has focused on an analysis of the internal and external environment of the institution, in order to develop strategies to improve the perception of the image of Liga Deportiva Cantonal De Salcedo.