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Cofin Habana
On-line version ISSN 2073-6061
Abstract
FERNANDEZ PEREZ, Beatriz and TRIANA MORALES, Yolexis. Shortcomings in the Marketing Process at the Basic Textile Business Unit Rubén Martínez Villena. Cofin [online]. 2020, vol.14, n.1 Epub May 14, 2020. ISSN 2073-6061.
In this study, a diagnosis of the current situation of the marketing process at the Basic Textile Business Unit Rubén Martínez Villena (Alquitext) was made with the aim of determining shortcomings which cause a poor marketing management. The Delphi method and Kendall rank correlation coefficient were used. The results show that the major shortcoming was the lack of marketing plans.
Keywords : customer; decision-making; marketing; value..