Implementation of the 4 P's focused on guerrilla tactics and applied in a real estate.
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Abstract
Over time, real estate companies have sought to stay ahead of the demand from customers and especially from competitors; who in turn are aimed at continuous improvement, offering a variety of unique and highly effective services to meet the needs of purchasers. That is why, the purpose of this research is to establish and apply strategies using Guerrilla marketing tactics and focused on the 4 P's of marketing for MSMEs that allow the increase in the number of clients and recognition in a real estate agency in the Municipality of Escárcega, Campeche. The research is framed in the qualitative approach, using the single case study method, in which, it is intended to collect data through surveys with closed questions to 241 people who are mainly between 40 to 74 years old and who are economically active with middle income. Upon having collected such information, the data will be analyzed using statistics and inferentials that allow its interpretation. This will help create strategies that reduce the lack of advertising, improve your location and physical image, make it easier for the customer to make the purchase decision, as well as the establishment of a fair and competent price.
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Yessica María García-Cruz , Instituto Tecnológico Superior de Escárcega - México
I am Yessica María García Cruz, a student of the seventh semester of the Bachelor of Administration career at the Higher Technological Institute of Escárcega-ITSE. I participated in the Entrepreneurial Talent Model workshop and obtained a Diploma in Financial Education in the period February-May 2021.
Diana Laura García-Fararoni , Instituto Tecnológico Superior de Escárcega - México
https://orcid.org/0000-0001-7450-5931
I am Diana Laura García Fararoni, I am 21 years old, I have a degree as an Accounting Technician, currently a student at the Higher Technological Institute of Escárcega - ITSE, studying the seventh semester of the Bachelor of Administration.
Paula Lisset Delgado-Cih , Instituto Tecnológico Superior de Escárcega - México
https://orcid.org/0000-0003-0038-4342
I am Paula Lisset Delgado Cih, I am 22 years old, I am a student of the Bachelor of Administration in the seventh semester at the Higher Technological Institute of Escarcega -ITSE, I have participated in the presentation of the Cucurmeal projector, in the national student event of technological innovation 2019 regional stage, zone VII.
Adriana Dolores-Atlahua, Instituto Tecnológico Superior de Escárcega - México
https://orcid.org/0000-0002-6675-6084
I am Adriana Dolores Atlahua, a Full Time “A” research professor at the Higher Technological Institute of Escárcega - ITSE, with 9 years of teaching experience and 3 years of research experience, where I have collaborated in the publication of 5 articles.
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