dc.contributorGonzález, Ricardo
dc.contributorCoro, Miryan
dc.contributorManosalvas, Carlos
dc.creatorLluilema, Luis Alberto
dc.date.accessioned2017-04-03T14:05:04Z
dc.date.available2017-04-03T14:05:04Z
dc.date.created2017-04-03T14:05:04Z
dc.date.issued2017-02
dc.identifierLluilema, Luis Alberto. (2017). El marketing digital como instrumento de entrega de valor al cliente de las instituciones de educación superior: caso Universidad Tecnológica Equinoccial Sede Santo Domingo, 2016. Escuela Superior Politécnica de Chimborazo. Riobamba.
dc.identifierhttp://dspace.espoch.edu.ec/handle/123456789/6147
dc.description.abstractThe research presented the impact of the digital media of institutions of higher education Case Universidad Tecnológica Equinoccial headquarters Santo Domingo in the perception of value, in order to Apply inbound marketing methodology to attract and retain customer; The problem was framed under Concepts of service marketing and developed a mixed quantitative and qualitative methodology Where, a survey was applied to 220 internal and external clients in the academic period April August Of 2016, as well as an audit of the digital media of communication (SEO). The Results showed an overall mean of 2.82 on an ordinal Likert scale, indicating that the Services and digital media are deficient; However, it was observed that Teachers with an average of 3.05, are those who manage the services and communication for Establish relationships between the segments, capturing and issuing information. It was concluded with the Development of inbound marketing strategies, setting balances of performance (KPI), to Attract web traffic, content to capture users and automating marketing to establish Relationships with customers. It is recommended to extend applicability in the academic, business, Political, social and cultural, together with neuromarketing.
dc.languagespa
dc.publisherEscuela Superior Politécnica de Chimborazo
dc.relationUDCTIPEC;20T00809
dc.rightshttps://creativecommons.org/licenses/by-nc-sa/3.0/ec/
dc.rightsinfo:eu-repo/semantics/openAccess
dc.subjectCIENCIAS ECONÓMICAS Y ADMINISTRATIVAS
dc.subjectMERCADOTÉCNIA
dc.subjectMARKETING DIGITAL
dc.subjectINBOUND MARKETING
dc.subjectMEDIOS DIGITALES
dc.subjectPERCEPCIÓN DE VALOR
dc.titleEl marketing digital como instrumento de entrega de valor al cliente de las instituciones de educación superior: caso Universidad Tecnológica Equinoccial Sede Santo Domingo, 2016.
dc.typeTesis


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