Marketing Estratégico, Una Herramienta De Planificación Para La Lotería De Boyacá.

Abstract

This reflection and research analyze the origin of marketing and how it evolves to a branch called strategic marketing, allowing the above to understand how its implementation in companies, punctually in the Lotería de Boyacá, generates an impact, aligned to each one to the objectives that have in the company. It is appropriate to highlight, in addition, the structure of strategic marketing, mentioned three relevant aspects that contribute to the realization of this document; a) the contributions generated by the author to the marketing area of the company where the professional practice was developed, b) the contribution to the professional part of the author and, c) the importance of planning together with an evaluation in what was planned and executed. Likewise, as a final part of the article, its use as a growth tool at the local, regional, national and international levels is expanded and projected, since it is determined to be crucial in the analysis and planning processes of the projects that the companies intend to carry out.