Resumen

FERNANDEZ PEREZ, Beatriz  y  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 14-Mayo-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.

Palabras clave : customer; decision-making; marketing; value..

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