Professional Documents
Culture Documents
RESUMEN
a
El Inbound Marketing hace referencia a “todas aquellas técnicas y acciones comunicativas que pretenden llegar al consumidor de una
manera no intrusiva en la Red, descartando acciones que molestan al usuario y provocan una interrupción indeseada de su actividad, en
concreto de su navegación en los entornos”. Santo (2012)
b
Kikovska-Georgievska, S. 2013. E-commerce: Challenge for sustainable development of companies. Journal of Sustainable Development,
p. 71-83.
c
Caragher, Jean Marie. CPA. The five crucial questions to ask about Inbound marketing. Practice Management Forum. Octubre 2013, Vol.
9 páginas 9-11.
d
Desingenia.com. Diciembre 2013. Las claves del Inbound Marketing: el contenido es el rey. Fecha de consulta: 25 de febrero de 2014
Del Santo, Óscar y Álvarez, Daniel. (2012): Marketing de atracción 2.0 p.10
ABSTRACT
The objective of this research is aimed at discovering and deciphering how the marketing of
attraction 2.0 (Inbound Marketing) works, in the cohesion between families and the
concessionaires in the city of La Paz, investigating its start, the impact it has on the market
of goods through the election in purchase and sale of a motor vehicle, according to the level
of income of the citizenship, the comparison of its implementation in other countries and that
of Bolivia. The methodology used experimental, descriptive statistical, field, adjacent. The
population formed by 789 541 inhabitants being the finite population, applying a systematic
sampling, emitting a sample of 385 inhabitants of both sexes, using a questionnaire of 45
semi-open questions, with a scale of 2 to 6 options of research answers. In conclusion we
observed an online market in the city of La Paz, delayed compared to other countries, groups
of people that are captured by digital marketing, which are differentiated by the level of
income they have and those who choose to buy a vehicle to its rhythm of life, a low
knowledge on the part of said groups about automotive vehicles, which recognize the market
of quality vehicles (Toyota), and accessibility (Suzuki), the Chinese effect that standardized
the prices of the vehicles of said concessionaires and the viability of Inbound Marketing,
which is possible the new participation of a company in a new market.
Marketing or e-Marketingd.