El presente proyecto muestra los resultados de la investigación sobre la utilización de herramientas de promoción en la mezcla de mercadotecnia en las PYMES, se identificó y determinó las tendencias y utilización de los instrumentos más frecuentes utilizados en la mezcla de promoción, se identificó que la comunicación permanente y circular con los clientes resulta reto para las PYMES que deseen mantenerse en el mercado, de las empresas encuestadas más de la mitad no utiliza la publicidad, el resto solo una tercera parte utiliza la publicidad por medio de internet y las redes sociales lo que marca una tendencia en el uso de la publicidad. Abstract The present project shows the results of the research regarding the use of promotion tools used in the martketing mix by SME. It was identified and determined the trends and use of the most frequent instruments used in the promotion mix. it was identified that the circular and permanent communication with the customer is being a challenge for the SME that want to get a position in the market. Half of the suerveyed enterprises mentioned that they do not use advertising, and the rest of the enterprises mentioned that only one third of them use intenet based advertising as well as social media which re,arks a trend on advertising.
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