La implementación de la auditoria de marketing (AM) en las organizaciones es de gran importancia debido al beneficio que puede generar en la gestión del marketing, sin embargo, se carece de desarrollo empírico, con escasos casos documentados; adicionalmente, los procesos descritos en la literatura científica son heterogéneos sin descripción para su uso práctico. Por ello en esta investigación se busca determinar las variables a usar en un proceso de auditoria de marketing y para ello se ha escogido el modelo de auditoría trazabilidad de objetivos (Cancino et al, 2019b); Para logar esta meta se recurre a investigación documental se determinaron las variables de auditoria para la fase I de este proceso. Los resultados de esta indagación permitieron identificar 46 aspectos que permiten valorar el proceso realizado en la planeación del marketing en el nivel estratégico, igualmente 39 aspectos para el nivel táctico y 12 correspondientes al nivel operativo; Se concluye que estas variables son las que soportan un proceso de auditoría de marketing y que al ser integradas en su función estratégica, táctica y operativa al modelo de auditoria seleccionado facilita la implementación o ejecución de este proceso en las organizaciones de manera sistemática.
Entrepreneurs require business plan models academically validate that allow the correct structuring of business ideas, therefore the aim of this paper is to determine the most relevant components should have to include in a business plan from the expertise and perception both academics and graduated community, that favor the establishment of nascent ventures. It was developed descriptive and correlational research, non-experimental, transversal with a quantitative approach, 440 surveys were answered by academics, university students, and professional graduated. The results indicate that the legal component is the most relevant because to the legal context concerning the creation of a company, followed by the financial module due to the implications in the protection of shareholders and the possible risks and obligations; It should be noted that for academics, the logistics component is more relevant, In contrast, graduate professionals consider the strategic, the sales and marketing components be more significant.
Scientific production is represented to a large extent through the papers published by researchers in scientific journals, but in the Colombian case, an analysis of the research capacities in the marketing area has not been done, therefore, neither a description of topics discussed nor the results scoped with those papers. For this reason, was sought to identify the productivity of research groups and researchers on the subject of marketing by analysing the documents published during the 21st century; as a consequence, this bibliometric research was focused on a quantitative, transverse and hermeneutical method, for that purpose had taken 607 academic paper published between 2000 and 2018, Those articles were generated by 108 research groups who have research lines in marketing and related, in order to exposes a quantitative individual and group productivity index, relates the topics investigated together with the scope of those publications, measured either the number of citations and levels of publications indexed from Publindex, Scopus, and SJR. The results show low productivity and impact of Colombian scientific production in marketing, however, since 2008 the production of articles has increased and the number of publications on the international scene has increased. Finally, the findings let do suggestions to improve those results in short term.
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