Sistema De Gestión De Procesos Aplicados A Servicios Publicitarios Transmedia: Caso de Estudio Digital Print
ABSTRACT: Marketing service companies must apply administrative models to meet their organizational objectives and have sustainable growth. Therefore, in this research, a process management model is proposed, where strategic processes as strategic direction and continuous improvement have been defin...
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| Formato: | tesis de maestría |
| Estado: | Versión publicada |
| Fecha de publicación: | 2021 |
| País: | Ecuador |
| Recursos: | Universidad Nacional de Chimborazo |
| Repositorio: | Repositorio Universidad Nacional de Chimborazo |
| Idioma: | español |
| OAI Identifier: | oai:localhost:51000/8382 |
| Acesso em linha: | http://dspace.unach.edu.ec/handle/51000/8382 |
| Access Level: | acceso abierto |
| Palavra-chave: | gestión por procesos narrativa transmedia publicidad convencional publicidad digital |
| Resumo: | ABSTRACT: Marketing service companies must apply administrative models to meet their organizational objectives and have sustainable growth. Therefore, in this research, a process management model is proposed, where strategic processes as strategic direction and continuous improvement have been defined: as operational processes customer service, production, distribution, and support processes such as management of human talent, materials, financial resources, and complimentary services. To meet the needs of its customers, the company should have a communication system that can effectively communicate with each other. This concept as a transmedia proposed an advertising model. which encompasses both traditional and digital advertising for the clients of the Digital Print company, where it can offer a comprehensive advertising system. Since nowadays the use of digital media is commonly used in almost the entire population. Therefore, it is essential to migrate conventional advertising to different dissemination channels through the transmedia narrative, allowing the users of said information to be active participants and interact with the clients' brands. So it can generate growth in customer sales. The Electroparc client was considered as a practice. Due to it is a company that is in expansion and does not have a marketing and advertising team to apply the concepts studied in this research. |
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