Estrategias de marketing y aplicación de nuevas tecnologías como herramientas de publicidad para Farmacias Comunitarias San Gregorio N° 2 de la ciudad de Cuenca

Abstract

In this paper research on marketing strategies and application of new technologies such as advertising tools for Community Pharmacies San Gregorio No. 2 of the city of Cuenca was conducted through qualitative research using the method of interviews, direct observation, structured and focus group, in addition to the internal and external analysis of the company for guidelines and most important elements in the development of strategies to potentiate sales of pharmacy, all complemented by the use of the tools of digital marketing, information technology and communications as a means to generate brand positioning and subsequent loyalty, in addition to the proposal of a brand manual whose main goal is to position it in the minds of consumers using tools "on the line" (ATL by its acronym in English ) and "below the line" (BTL for its acronym in English) that favor the goal of loyalty.