STRATEGIC MARKETING AS A TOOL TO ENHANCE THE PORTFOLIO OF SERVICES
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Abstract
The ideation of strategic marketing as a key tool to enhance the portfolio of business services, leads to the search for theories and data that support this statement, in view of this, this quantitative research was developed under a binary logistic regression model, which has as its main objective to design a strategic marketing plan to potentiate the portfolio of services of the area of innovation and technological development of the company Books and Books Ltda., for this the research is based on the theory of José María Sainz de Vicuña. Its construction is based on an analysis of the current internal and external context of the innovation and development area, the evaluation of the portfolio of services and the estimation of its functions; Under the quantitative methodology, 4 instruments were applied, applied according to the classification of the population under study, divided into: 7 administrative, 31 workers, 7 current customers and 108 potential customers, and their results were analyzed through a binary logistic regression model, where it is possible to conclude mainly the need for the design of such a marketing plan. the effectiveness that it will have according to the statistical model and the strategies to be generated according to the context of current and potential customers and the commercial activity of the company, being this a company that integrates innovation in technological developments in the offer of its services.
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