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Macromarketing en el Perú: la estrategia de diversificación productiva

Author

Listed:
  • Pedro Barrientos Felipa

Abstract

El artículo presenta parte de los resultados de la investigación que se está realizando acerca de la diversificación productiva en Perú. Se expone cómo el marketing puede aplicarse en las actividades de comercio internacional de un país y cómo puede apoyar la sistematización del proceso. Estar en el mercado internacional implica competir, y se tiene que hacer en las mejores condiciones. La diversificación productiva es un tema que cobra relevancia en los países latinoamericanos, como consecuencia de su excesiva dependencia económica de las materias primas, específicamente de los minerales. La preocupación ahora es modificar relativa-mente la matriz productiva, y este artículo es el inicio de una investigación relacionada con la diversificación productiva.

Suggested Citation

  • Pedro Barrientos Felipa, 2016. "Macromarketing en el Perú: la estrategia de diversificación productiva," Revista Equidad y Desarrollo, Universidad de la Salle, issue 26, pages 145-169, July.
    • Handle: RePEc:col:000452:016283
    DOI: 10.19052/ed.3761
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    More about this item

    Keywords

    Macromarketing; diversificación productiva; marketingpaís; marca país; política de Estado;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration

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