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Modelo de mercadeo social con enfoque sostenible de valor para los stakeholders
| dc.contributor.advisor | Atehortúa, Cesar; Asesor | |
| dc.contributor.author | León Guatame, Aida Ximena | |
| dc.contributor.author | Lombana Roa, Juan José | |
| dc.coverage.spatial | Bogotá D.C. | spa |
| dc.coverage.temporal | 2017 | spa |
| dc.date.accessioned | 2021-02-04T15:46:01Z | |
| dc.date.available | 2021-02-04T15:46:01Z | |
| dc.date.issued | 2020-12-02 | |
| dc.identifier.uri | http://hdl.handle.net/10823/2165 | |
| dc.description.abstract | Con una investigación exploratoria realizada a grandes empresas colombianas reconocidas en el Dow Jones Sustainability Índex (DJSI) del 2013, se estableció un modelo de mercadeo social con enfoque sostenible de valor para los stakeholder. Fueron dos fases de investigación: la primera apoyada en fuentes secundarias para identificar acciones de mercadeo social con enfoque sostenible y su generación de valor y la segunda, con entrevistas a profundidad con los responsables del departamento de RSE o sostenibilidad. El modelo parte del direccionamiento estratégico en el cual se establecen acciones de mercadeo social sostenibles y su alcance, para determinar el valor para los stakeholder.. | spa |
| dc.description.tableofcontents | Introducción 6 Metodología 7 Justificación del modelo 9 Marco teórico 14 Conclusiones 17 Nombre del modelo 26 Modelo de mercadeo social con enfoque sostenible 27 Herramienta de evaluación para monitorear el avance en la implementación de prácticas de mercadeo social con enfoque sostenible y de valor para los stakeholders 28 Bibliografía 31 | spa |
| dc.format.mimetype | application/pdf | spa |
| dc.language.iso | spa | spa |
| dc.relation | Dow Jones Sustainability Índex | spa |
| dc.title | Modelo de mercadeo social con enfoque sostenible de valor para los stakeholders | spa |
| dc.type.local | Tesis/Trabajo de grado - Monografía - Pregrado | spa |
| dc.type.driver | info:eu-repo/semantics/bachelorThesis | spa |
| dc.title.translated | Social marketing model with a sustainable approach to value for stakeholders | en |
| dc.subject.proposal | Trabajo de Grado - Pregrado | spa |
| dc.subject.proposal | Mercadeo Social | spa |
| dc.subject.proposal | Sostenibilidad | spa |
| dc.subject.proposal | Cotización en Bolsa | spa |
| dc.subject.proposal | Público de Interés | spa |
| dc.subject.lemb | Bolsas de Valores | spa |
| dc.description.abstractenglish | With an exploratory research carried out on large Colombian companies recognized in the 2013 Dow Jones Sustainability Index (DJSI), a social marketing model was established with a sustainable approach to value for stakeholders. There were two phases of research: the first supported by secondary sources to identify social marketing actions with a sustainable approach and their generation of value and the second, with in-depth interviews with those responsible for the CSR or sustainability department. The model starts from the strategic direction in which sustainable social marketing actions and their scope are established, to determine the value for stakeholders. | en |
| dc.subject.keywords | Degree Work - Undergraduate | en |
| dc.subject.keywords | Social marketing | en |
| dc.subject.keywords | Sustainability | spa |
| dc.subject.keywords | Stock listing | en |
| dc.subject.keywords | Public of Interest | en |
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| dc.publisher.program | Mercadeo y Publicidad | spa |
| dc.type.coar | http://purl.org/coar/resource_type/c_7a1f | |
| dc.publisher.faculty | Facultad de Sociedad, Cultura y Creatividad | spa |
| dc.identifier.instname | instname:Politécnico Grancolombiano | spa |
| dc.identifier.reponame | reponame:Alejandría Repositorio Comunidad | spa |
| dc.type.hasversion | info:eu-repo/semantics/acceptedVersion | |
| dc.rights.accessrights | info:eu-repo/semantics/openAccess | spa |
| dc.identifier.repourl | repourl:http://alejandria.poligran.edu.co | spa |
| dc.type.redcol | https://purl.org/redcol/resource_type/TP | |
| dc.rights.creativecommons | Atribución-NoComercial-SinDerivadas 2.5 Colombia | spa |
| dc.type.version | info:eu-repo/semantics/draft | spa |
