Citas bibligráficas
Estela, J., Vega, P. (2019). Plan de comunicación integral de marketing para mejorar el posicionamiento de la marca de la Empresa de Transportes Línea S.A en el distrito de Trujillo al II semestre del 2018 [Tesis, Universidad Privada Antenor Orrego - UPAO]. https://hdl.handle.net/20.500.12759/5654
Estela, J., Vega, P. Plan de comunicación integral de marketing para mejorar el posicionamiento de la marca de la Empresa de Transportes Línea S.A en el distrito de Trujillo al II semestre del 2018 [Tesis]. : Universidad Privada Antenor Orrego - UPAO; 2019. https://hdl.handle.net/20.500.12759/5654
@misc{renati/374311,
title = "Plan de comunicación integral de marketing para mejorar el posicionamiento de la marca de la Empresa de Transportes Línea S.A en el distrito de Trujillo al II semestre del 2018",
author = "Vega Castro, Paúl Jefferson",
publisher = "Universidad Privada Antenor Orrego - UPAO",
year = "2019"
}
This work has been prepared in order to implement an Integral Marketing Communication Plan to improve the positioning of the SA Line Transport Company brand in the Trujillo district in the second half of 2018. The research design was preexperimental. The problem statement is to what extent will the Integral Marketing Communication Plan improve the positioning of the brand of the company Transportes Línea S.A.in the Trujillo district in the second half of 2018? The hypothesis was the Comprehensive Marketing Communication plan will positively improve the positioning of the brand of the Transport Company “LINE” of the Trujillo district in the second half of 2018. The sample was probabilistic and the recurring clients of the company. The instruments used were a positioning questionnaire and the document analysis guide. The results allow us to conclude: The level of positioning of the brand of the transport company ““LINE““ before the implementation of the comprehensive marketing communication plan was predominantly found at an average level with 92%. The comprehensive marketing communication plan was implemented with a horizon of 3 years, its implementation began in June, and its evolution of results was in December evaluating its results the first 6 months, whose objective was to consolidate the image, generate brand awareness and strengthening the relationship with its external audiences are the central axes of effective external communication. Regarding the impact of the comprehensive marketing communication plan on the positioning of the transport company LINE, it was positive, because the level reached in its highest percentage was the high with 86%. Student's T statistic was used, where we obtained p value less than 0.05, indicating the marked differences between pretest and posttest scores.
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