Las estrategias comunicacionales empleadas por las empresas de alquiler de automóviles en la ciudad de Guayaquil.

Abstract

The objective of this work is to carry out an analysis of the communication strategies that car rental companies have in the city of Guayaquil, in order to validate which are the types of communication that companies use the most today. Car rental is a business that allows you to move independently and safely in the city or in the country. That is why an analysis will be made of the macro-environment and microenvironment of the car rental industry, what is the market share, what is the target audience, how they reach the consumer or potential customers and how Covid 19 affected to this market. At the end of the work, it will be known which communication strategies are most used by companies in the new normal, among them are: paid advertising, public relations, direct marketing, digital marketing and merchandising.