Estrategias comunicacionales para el comercio popular caso Mercado Central de Ambato

Abstract

Study the treatment given to the internal and external communication of the Central Market of the Ambato canton through communication strategies that improve the popular trade within this collection center, promoting and encouraging values of understanding of internal statutes and regulations as well as cooperation and Teamwork, which appear non-existent among merchants; as well as stimulating external communication through the promotion of products and services offered within it. Determines themes based on organizational communication and solidarity popular economy through tools of diffusion in virtual and traditional media. It contains the analysis of the problem from the qualitative approach, by means of evaluation and monitoring through surveys based on the law of inference. It is concluded that the desire of the retailers is to find mechanisms that allow them to market their products in a better way and obtaining better economic returns. It could be said that the vending machine or vending machine makes its place a temple to commerce.