<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202018000300152</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Tácticas de marketing de guerrilla en pequeñas y medianas empresas]]></article-title>
<article-title xml:lang="en"><![CDATA[Street marketing tactics in Small and Medium-sized Enterprises]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Salas Narváez]]></surname>
<given-names><![CDATA[Luci Cristina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Andrade Zamora]]></surname>
<given-names><![CDATA[Fabrizzio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Tavarez Magallanes]]></surname>
<given-names><![CDATA[Edduvi Maricela]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Guayaquil  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>República del Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2018</year>
</pub-date>
<volume>10</volume>
<numero>3</numero>
<fpage>152</fpage>
<lpage>158</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202018000300152&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202018000300152&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202018000300152&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El marketing de guerrilla es una filosofía del marketing, que sustituye los medios masivos por algo original y distinto. Con estas estrategias, puede conocer sus claves de manera sencilla, útil y aplicable en su día a día. La excesiva información a los consumidores, la aparición de nuevos públicos y el desarrollo de las tecnologías, son tres factores que han contribuido a que el marketing evolucione. En las empresas Pymes se hace mayor presencia de las estrategias basadas en mecanismos no convencionales, donde se prima el ingenio por encima del presupuesto; ante tal situación aparece el marketing de guerrilla, una técnica que pretende llamar la atención del receptor y despertar su interés con bajo presupuesto pero alto impacto creativo, para finalmente convertirlo en consumidor de la marca. La metodología utilizada fue bibliográfica, descriptiva y documental considerando las técnicas de fichaje. Los autores concluyen que existen muchas pequeñas empresas que ponen en práctica acciones de marketing de guerrilla, sin saber que están respondiendo a los parámetros que definen este modelo de comunicación comercial.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT Street marketing is a marketing philosophy that replaces money for the original and the different. With these strategies, you can know your keys in a simple, useful, and applicable in your day to day. Advertising saturation, the appearance of new audiences and the development of technologies are three factors that have contributed to the marketing evolution. In companies, strategies based on non-conventional mechanisms, where the ingenuity is above the budget, are more present; before this situation appears the street marketing, a tool that tries to catch the attention of the receiver and to arouse its interest, to finally turn it into consumer of the mark. The methodology use was bibliographical, descriptive and documentary considering the techniques of signing. The authors conclude that there are many small companies that implement street-marketing actions, without knowing that they are responding to the parameters that define this model of commercial communication.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Marketing de guerrilla]]></kwd>
<kwd lng="es"><![CDATA[Pymes]]></kwd>
<kwd lng="es"><![CDATA[marketing no convencional]]></kwd>
<kwd lng="es"><![CDATA[presupuesto de mercadeo]]></kwd>
<kwd lng="en"><![CDATA[Street Marketing]]></kwd>
<kwd lng="en"><![CDATA[SMEs]]></kwd>
<kwd lng="en"><![CDATA[unconventional marketing]]></kwd>
<kwd lng="en"><![CDATA[marketing budget]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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