Análisis de estrategias de marketing social para productos de cuidado personal en la ciudad de Guayaquil.

Abstract

This document presents a comprehensive study on the analysis of social marketing strategies implemented by personal care product companies in the city of Guayaquil. It begins with an introduction that highlights the relevance of social marketing and its application in this sector. Subsequently, the theoretical chapters are developed, addressing fundamental concepts such as marketing, strategic marketing, marketing mix, social marketing, corporate social responsibility, among others. The research methodology is detailed, which combines quantitative and qualitative approaches, using tools such as surveys and interviews. Additionally, a reference framework is included that analyzes previous studies related to the topic in different countries. Finally, guidelines are provided for the analysis of results, conclusions, recommendations, bibliography, and appendices.