期刊名称：Revista Innovar Journal Revista de Ciencias Administrativas y Sociales
印刷版ISSN：2248-6968
出版年度：2017
卷号：27
期号：65
页码：93-106
语种：Spanish
出版社：Universidad Nacional de Colombia - Sede Bogotá
摘要：Worldwide, micro, small and medium-sized enterprises face a survival challenge and try to carry out practices that grant a superior creation of value for customers in their search for competitive advantages. In that sense, this work is aimed at defining the correlation between the key factors in marketing that impact the competitiveness of retail (clothing) micro, small and medium-sized enterprises in Guadalajara, Mexico. For this, 380 surveys were applied to executives or managers of companies, intending to measure the interrelation of variables by means of structural equations.
关键词：Marketing, marketing strategies, competitiveness, micro, small and medium-sized enterprises and retail sector;marketing, estrategias de marketing, competitividad, mipymes y sector de comercio al detalle
