Estado del arte en el uso de herramientas tradicionales de marketing en las empresas de los sectores comercial y de servicios de la ciudad de popayán, cauca.

Abstract

The imperative need to know, how the marketing tools are applied by regional enterprises, becomes a fundamental requirement of modern business management, because today many organizations still make transactions or trade in the most traditional way, developing marketing activities in the most basic way without even realizing it and without considering the real needs and desires of those who buy and / or consume their products.

This context show us that the companies in our region, fully or partially unknown the myriad of existing marketing tools, their importance and relevance to achieve better trade performance and communication.

For this reason, there raises the question at the academic level about the use of marketing tools by companies in the commercial and service sector in the city of Popayan, Department of Cauca.