Resumen

GOMEZ REYES, Tatiana; BRULL GONZALEZ, Maribel  y  GARCIA ZUMALACARREGUI, Glenda. Implementation of marketing and business communication systems in the agro-industrial sector of eastern Cuba. ARCIC [online]. 2022, vol.11, n.28, pp. 87-112.  Epub 14-Nov-2022. ISSN 2411-9970.

This work offers the results of the study carried out in 5 companies of the agro-industrial sector in eastern Cuba, based on intentional sampling. These companies have implemented business communication and marketing systems, respectively; in them it was evidenced that both systems present fragmented approaches, the Communication System focuses on the management of internal communication and the Marketing System on external communication and with a purely commercial approach. The research is based on the analysis of factors that influence the development of the execution of marketing and business communication activities, in which a series of problems can be seen that hinder the success of its implementation. For the analysis of these problems, the Pareto Diagram was used, also called the 80-20 Curve, it shows that there are many unimportant problems compared to a few serious ones (few vital, many trivial). This facilitates the comparative study of numerous processes within companies, in a general sense it explains that 80% of the consequences come from 20% of the causes. The analysis does not have to be rigidly adjusted to these percentages, the relationship can be 79% and 21% or 81% and 19%, the important thing is that the values tend to the relationship 80% - 20%. Relative and Absolute Frequencies (Cumulative) are evaluated in order to verify the impact of each analyzed item. This last aspect allowed unraveling the causes that affect the processes of business communication and marketing in the companies studied.

Palabras clave : communication system; marketing system; business communication; Pareto diagram.

        · resumen en Español     · texto en Español     · Español ( pdf )