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Marketing estratégico para la comercialización del servicio de transporte terrestre de carga pesada a la empresa Rutas del Sur en la ciudad de Guayaquil

Author

Listed:
  • Estefanía Paola Riera Menéndez
  • Hugo Ramiro Castillo Lascano

Abstract

La red de carreteras es fundamental en la infraestructura del transporte terrestre de mercaderías y personas; además, es la más usada globalmente, ya que se constituye en el tramo de mayor significación porque prácticamente todo transporte utiliza la modalidad terrestre, al menos como complemento (Revista Ekos, 2018). De acuerdo a la Federación Nacional de Transporte Pesado del Ecuador (Fenatrape, 2018), el país cuenta con 4.432 empresas de transporte registradas de este tipo, donde el 70% se crearon en los últimos seis años. Sin embargo, el líder de la entidad señala que, del total de empresas, 1.588 no declaran ingresos al SRI, lo cual afecta al sector e incrementa la informalidad.

Suggested Citation

  • Estefanía Paola Riera Menéndez & Hugo Ramiro Castillo Lascano, 2020. "Marketing estratégico para la comercialización del servicio de transporte terrestre de carga pesada a la empresa Rutas del Sur en la ciudad de Guayaquil," Observatorio de la Economía Latinoamericana, Servicios Académicos Intercontinentales SL. Hasta 31/12/2022, issue 265, march.
    • Handle: RePEc:erv:observ:y:2020:i:265:24
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