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dc.contributor.advisorAtehortúa, Cesar; Asesor
dc.contributor.authorLeón Guatame, Aida Ximena
dc.contributor.authorLombana Roa, Juan José
dc.coverage.spatialBogotá D.C.spa
dc.coverage.temporal2017spa
dc.date.accessioned2021-02-04T15:46:01Z
dc.date.available2021-02-04T15:46:01Z
dc.date.issued2020-12-02
dc.identifier.urihttp://hdl.handle.net/10823/2165
dc.description.abstractCon 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.tableofcontentsIntroducción 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 31spa
dc.format.mimetypeapplication/pdfspa
dc.language.isospaspa
dc.relationDow Jones Sustainability Índexspa
dc.titleModelo de mercadeo social con enfoque sostenible de valor para los stakeholdersspa
dc.type.localTesis/Trabajo de grado - Monografía - Pregradospa
dc.title.translatedSocial marketing model with a sustainable approach to value for stakeholdersen
dc.subject.proposalTrabajo de Grado - Pregradospa
dc.subject.proposalMercadeo Socialspa
dc.subject.proposalSostenibilidadspa
dc.subject.proposalCotización en Bolsaspa
dc.subject.proposalPúblico de Interésspa
dc.subject.lembBolsas de Valoresspa
dc.description.abstractenglishWith 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.keywordsDegree Work - Undergraduateen
dc.subject.keywordsSocial marketingen
dc.subject.keywordsSustainabilityspa
dc.subject.keywordsStock listingen
dc.subject.keywordsPublic of Interesten
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dc.publisher.programMercadeo y Publicidadspa
dc.type.coarhttp://purl.org/coar/resource_type/c_7a1f
dc.publisher.facultyFacultad de Sociedad, Cultura y Creatividadspa
dc.identifier.instnameinstname:Politécnico Grancolombianospa
dc.identifier.reponamereponame:Alejandría Repositorio Comunidadspa
dc.type.hasversioninfo:eu-repo/semantics/acceptedVersion
dc.rights.accessrightsinfo:eu-repo/semantics/openAccess
dc.identifier.repourlrepourl:http://alejandria.poligran.edu.cospa
dc.type.redcolhttps://purl.org/redcol/resource_type/TP
dc.rights.creativecommonsAtribución-NoComercial-SinDerivadas 2.5 Colombiaspa


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