Marketing and Rural Entrepreneurship in Amealco, actions to improve the situation of artisans

Main Article Content

Dr. Jorge Velázquez
Dra. Rosalía
Dr. Adán

Abstract

Currently, marketing is a tool that helps entrepreneurs to promote their products and improve the situation they have in the business sector based on the various tools that exist to optimize their image and sales. This research aims to elucidate the importance of marketing in the professional development of artisans in the municipality of Amealco. It seeks to recognize that micro and small businesses dedicated to the sale of handicrafts need to make adequate and efficient use of the various marketing tools that exist to improve their current situation. The results obtained in the field work allowed us to observe that the architects have basic knowledge on this subject, but require help to improve and achieve that their image, positioning and sales gradually increase to such a degree that they can consolidate in the labor market. Finally,

Article Details

How to Cite
Velázquez Hernández, J. A., Alonso Chombo, R., & Romero Zepeda, J. A. (2021). Marketing and Rural Entrepreneurship in Amealco, actions to improve the situation of artisans . Advances in Social Sciences Research Journal, 7(12), 537-550. https://doi.org/10.14738/assrj.712.9536
Section
Articles
Author Biographies

Dr. Jorge Velázquez , Doctor

Reseaerch professor 

Autonomous University of Querétaro Campus Amazcala, Mexico

Dra. Rosalía

Professor-Researcher

Autonomous University of Querétaro Campus Tequisquiapan, Mexico

Full-time teacher level VII

Dr. Adán, Doctor

Research professor

Autonomous University of Querétaro Campus Concá, Mexico

Full-time teacher level VII

References

Barroso, F., What is the main objective of marketing?, Journal of Social Sciences, 2008. XIV (2): pp. 413-418.
Cardozo, S., Communication in marketing, Visión Gerencial, 2007. 2 (July-December): pp. 196-206.
Cerdas, R., Current status and proposals on the commercialization of artisan products in the Canton of Pococí, InterSedes: Revista de la Sedes Regionales, 2010. XI (20): pp. 192-206.
Cruz, I., Application of relational marketing in a coffee sales company in Baja California, Región y Sociedad, 2018. XXX (71): pp. 1-38.
Dorantes, F. and Neyra, L. (2020). Artesanías, consulted on December 14, 2020, available at: https://www.biodiversidad.gob.mx/diversidad/artesanias
Fedor, J., Communication, Salus, 2015. 20 (3): pp. 5-6.
Freitag, V., Between art and crafts: elements to think about the craft today, El Artista, 2014. 11 (December): pp. 129-143.
Gaínza, G., Art, Artists, Craftsmen, SCENE Revista de las Artes, 2011. 68 (1-2): pp. 89-100.
Hernández, J., Yesca, M. and Domínguez, M., Success factors in handicraft businesses in Mexico, Estudios Gerenciales, 2007. 23 (104): pp. 77-99.
Hoyos, R., The role of marketing in companies: mission, objectives and functions, Administration Papers, 2010. 6 (July to December): pp. 1-18.
Jaureguiberry, M. (2020), Training, accessed December 14, 2020, available at:https://www.fio.unicen.edu.ar/usuario/segumar/Laura/material/Que%20es%20la%20Capacitaci%F3n.pdf
López, M. and Campos, A., Training as an empowering instrument for community management, Journal of Social Sciences (Ve), 2015. XXI (1): pp. 187-201.
Lozano, M., Knowledge management for the design of information structures on Green Marketing in segments of Young Consumers, El Periplo Sustentable, 2018. 34 (June): pp. 214-235.
Malo, C., The future of crafts and the challenge of globalization, Universitas, Revista de Ciencias Sociales y Humanas, 2009. 11: pp. 153-164.
Oliva, C., Crafts, Universitas Humanística, 2009. 68 (July-December): pp. 287-296.
Rivera, M., Alberti, P. Vázquez, V., et. to the., Crafts as a cultural production likely to be a tourist attraction in Santa Catarina del Monte, Texcoco, Convergencia Revista de Ciencias Sociales, 2008. 46 (January-April): pp. 225-247.
Sánchez, J., Vázquez, G. and Mejía, J., Marketing and the elements that influence the competitiveness of commercial MSMEs in Guadalajara, Mexico, INNOVAR. Journal of Administrative and Social Sciences, 2017. 27 (65): pp. 93-106.
Velázquez, J., Leadership, motivation and work stress: influencing factors in the Ventura doll family business, CINA Research, 2019. 3 (3): pp. 5-13.
Velázquez, J. (2019). Rural Entrepreneurship Manual. Berlin: Spanish Academic Editorial.