El marketing de guerrilla y su incidencia en la participación de mercado de la Cooperativa de Ahorro y Crédito Chibuleo Ltda. de la ciudad de Ambato

Abstract

The credit union Chibuleo Ltda Was born on January 17, 2003, the result of an inspiring and 27 young people no older than 20, those who, having nothing, gathered their thoughts and ideas in the search for a firm direction relieve their shadows and torments in difficult times when the less privileged classes of our country were surrounded. The importance of this research is determined by the use of strategies that are inexpensive and effective as guerrilla marketing, powerful and short-lived. The Cooperative is not being effective in terms of advertising in public places, so that there should be an analysis of the communication process and identify what is not working well. This research aims to increase awareness and implementation of a guerrilla marketing campaign, generating students the ability to perform analysis of alternative strategies within a specific market segment.