“MARKETING DIGITAL Y NIVEL DE VENTAS DE LA EMPRESA IASACORP INTERNATIONAL SA GLITTER – HCO/...

7/25/2019 “MARKETING DIGITAL Y NIVEL DE VENTAS DE LA EMPRESA IASACORP INTERNATIONAL SA GLITTER – HCO/ 2016”

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UNIVERSIDAD DE HUÁNUCO

FACULTAD DE CIENCIAS EMPRESARIALES

ESCUEL ACADEMICA PROFESIONAL DE MARKETING Y NEGOCIOS

INTERNACIONALES

TITULO:

“MARKETING DIGITAL Y NIVEL DE VENTAS DE LA EMPRESA

IASACORP INTERNATIONAL SA GLITTER – HCO/ 2016”

TESIS PARA OPTAR EL TITULO DE LICENCIADO EN MARKETING Y

NEGOCIOS INTERNACIONALES

ELABORADO POR:

Gonza!" S#n$%!z& A'()'o An*'+

ASESOR:

Do$, C%'-"(-an Paoo Ma'(! Ca''anza

HUANUCO - PERU

2016



DEDICATORIA

D!*-$o !"(a (!"-" a (o*o" a.)!o" .)! no $'!!'on!n & a a.)!o" .)! !"!'a3an - 4'a$a"o !n $a*a

a"o .)! *a3a %a$-a a $)-na$-5n *! -" !"()*-o"

*! (!"-"& a a.)!o" .)! n)n$a !"!'a3an .)!

o'a'a (!'-na' - ('a3a7o *! (!"-"& a'a*!z$o a -

4a--a a -" a*'!" - !"o"a -" %-7o",

,

2



AGRADECIMIENTO

A'a*!z$o a - 'o4!"o' C'-"(%-an Paoo Ma'(! Ca''anza o' )-a'! !n a '!a-za$-5n

*! - (!"-"& a - $oo'*-na*o'a C!$--a R-8!'a L5!z o' *a'! a" 4a$--*a*!" !n !

$!n('o *! ('a3a7o a'a a)"!n(a'! o*!' '!a-za' !"(! ('a3a7o,

A o" 'o4!"o'!" *! a )n-8!'"-*a* *! H)#n)$o .)! "-!'! !"()8-!'on a%

!"$)$%#n*o! *#n*o! a$an$!" a'a %a$!' !7o' - (!"-"& o' ") aoo $on"(an(!"

$on"!7o" .)! ! *-!'on,

3



INDICE

PADINAS PRELIMINIARES

DEDICATORIA,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

AGRADECIMIENTO,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

INDICE,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

INTROD9CCI:N,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

RES9MEN,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

A;STRAC,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

CAP<T9LO I,= PRO;LEMA DE INVESTIGACION,,,,¡Errr! M"r#"$r % $&'(%($)

1,1 D!"$'-$-5n *! P'o3!a,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

1,2 >o')a$-5n *! P'o3!a,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

1,2,1 P'o3!a !n!'a?,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

1,2,2 P'o3!a !"!$4-$o?,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

1,@ O37!(-8o G!n!'a,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

1, O37!(-8o" E"!$4-$o",,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

1,B )"(-4-$a$-5n *! a In8!"(-a$-5n,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

1,B,1 )"(-4-$a$-5n P'#$(-$a?,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

1,B,2, )"(-4-$a$-5n M!(o*o5-$a?,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

1,B,@ 7)"(-4-$a$-5n T!5'-$a?,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

1,6 L--(a$-on!",,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

1, V-a3--*a*,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)CAP<T9LO II,= MARCO TE:RICO,,,,,,,,,,,,,,,,,,,,,,, ,,¡Errr! M"r#"$r % $&'(%($)

2,1 An(!$!*!n(!"?,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

2,2 ;a"!" T!5'-$a",,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, ¡Errr! M"r#"$r % $&'(%($)

2,2,1 Ma'!(-n D--(a,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

2,2,2 V!n(a",,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,1B

2,@ D!4-n-$-on!" Con$!()a!",,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)1

4



2,,1 H-5(!"-" !n!'a?,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,1F

2,B SISTEMA VARIA;LES,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,20

2,B,1 8a'-a3! -n*!!n*-!n(!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,21

2,B,2 8a'-a3! *!!n*-!n(!?,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,21

2,6 O!'a$-ona-za$-on *! 8a'-a3!",,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,2@

CAP<T9LO III,= METODOLOGIA DE LA INVESTIGACION,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,2

@,1 T-o *! In8!"(-a$-5n,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,2B

@,1,1 En4o.)!?,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,2B

@,1,2 A$an$! o N-8!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

@,1,@ D-"!o,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

@,2 Po3a$-on,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

@,@ T+$n-$a" ! In"(')!n(o" *! R!$o!$$-5n *! Da(o",,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,@0

@, T+$n-$a" a'a ! P'o$!"a-!n(o An#-"-" *! a In4o'a$-5n,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,@1

CAPIT9LO IV,= RES9LTADOS,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,@2

,1 P'o$!"a-!n(o *! Da(o" $)a*'o !"(a*"(-$o" $on ") '!"!$(-8o an#-"-" !

-n(!''!(a$-5n&,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,@J

,1,1 Va'-a3! 1 $oo -n4)! !n a 8a'-a3! 2,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,@F

,1,1,1 Va'-a3! -n*!!n*-!n(!?,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,0

,1,1,2 Va'-a3! *!!n*-!n(!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,@

,2 Con"('a(a$-on *! %-5(!"-" ')!3a *! %-o(!"-"?,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,J

,2,1 P')!3a *! %-5(!"-" !n!'a,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,B6

CAPIT9LO V,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,¡Errr! M"r#"$r % $&'(%($)

DISC9SI:N DE RES9LTADOS,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,B6

CONCL9SIONES,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,B

RECOMENDACIONES,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,BJ

RE>ERENCIA ;I;LIOGR>ICA,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,6

5



INTRODUCCI*N

E '!"!n(! ('a3a7o *! (!"-" (-!n! o' o37!(-8o !8a)a' a -n4)!n$-a .)! (-!n! a"

%!''a-!n(a" *! a a*-n-"('a$-5n o*!'na !n ! *!"a''oo !'!"a'-a,

E% &+ #",./+ I "! o3"!'8an ! an(!a-!n(o *! 'o3!a& C5o -n4)! !

a'!(-n *--(a !n a" 8!n(a" *! a !'!"a IASACORP= GLITTER "!*! H)#n)$o

2016 ") 8-a3--*a* *! a$)!'*o a ")" 7)"(-4-$a$-on!" .)! ! '!"a*a ") $on(-n)-*a* *!

a '!"!n(! (!"-"& (an(o )na 7)"(-4-$a$-5n (!5'-$a& 'a$(-$a !(o*o5-$a& a'a ") ao'

$on4-*!n$-a-*a* *! a (!"-",

E% &+ #",./+ II "! o3"!'8a *!(aa a" !(a" *! !"()*-o a o'a' (a!" $oo& !

Ana-za' *! .)+ an!'a E Ma'!(-n D--(a -n4)! !n ! *!"a''oo *! a !'!"a

IASACORP= GLITTER S!*! H)#n)$o 2016& )no" a"o" a'a !a' a ")

$)--!n(o *! o37!(-8o an(!a*o& "! *!"a''oa'on )no" o37!(-8o" .)! no" !'-(-'#n

") a$an$! o"(!'-o'!n(!,

E% &+ #",./+ III "! o3"!'8a .)! a !(o*ooa !!a*a !n a '!"!n(!

-n8!"(-a$-5n& ! '!"!n(! !"()*-o !" )na -n8!"(-a$-5n *! (-o A-$a*a o' .)!

*!"$'-3! a '!a$-5n *! Ma'!(-n D--(a $on a" 8!n(a" ! -a$(o $on a "o$-!*a*

!n!'a*o, Y a'a !o "! '!"a*a $on ! a)(o'& SAMPIERI 201@& a'a o3(!n!' ao' ")"(!n(o a'a - (!"-"& *on*! *!(aa .)! ! (-o *! -n8!"(-a$-5n !" *! (-o a-$a*a !n

*on*! -n*-$a .)! a 4-na-*a* !" a '!"o)$-5n *! 'o3!a" '#$(-$o" -n!*-a(o" !n

o'*!n a ('an"4o'a' a" $on*-$-on!" *! a$(o 'o*)$(-8o a !7o'a' a $a-*a* *!

'o*)$(o& ! !n4o.)! .)! *!"a''oa a (!"-" !" )n !n4o.)! C/"%.(.".( *!3-*o a .)!

no" 8a a !'-(-' $)an(-4-$a' ! 'a*o .)! "! *!"!a a$anza'& $on a a-$a$-5n *! a"

%!''a-!n(a" *! a a*-n-"('a$-5n o*!'na !n $)an(o a *!"a''oo *! a !'!"a .)! "!

'!(!n*! a$anza', Ya .)! !"(! !n4o.)! $)an(-(a(-8o )(--za a '!$o!$$-5n ! an#-"-" *!*a(o" a'a $on!$(a' '!)n(a" *! -n8!"(-a$-5n 'o3a' %-5(!"-" !"(a3!$-*a"

'!8-a!n(!& a $on4-anza !n a !*-$-5n n)+'-$a& ! $on(!(o& ! )"o *! a

!"(a*"(-$a a'a -n(!n(a' !"(a3!$!' $on !a$(-()* a('on!" !n )na o3a$-5n& ") a$an$!

*! a -n8!"(-a$-5n !" !*-*a *! a$)!'*o a n-8! *! -n8!"(-a$-5n *!"$'-(-8a o'.)!&

L!a a *!"$'-3-' a $ono$!' a" "-()a$-on!"& $o"()3'!" a$(-()*!" '!*o-nan(!" *!

a *! a !'!"a IASACORP= GLITTER "!*! H)#n)$o 2016&

E% &+ #",./+ IV En ! '!"!n(! $a-()o "! '!"!n(a'an o" '!")(a*o" *! a !n$)!"(a

")7!(o a )n !n$)!"(a*o& !n ! $)a "! o3"!'8a ! '!")(a*o *! o" *a(o" ")7!(o" a

6



-n8!"(-a$-5n (an(o *! Ma'!(-n D--(a $oo a" 8!n(a"& "! o3"!'8a a" "-)-!n(!"

-n(!''!(a$-on!" *! o" '!"!$(-8o" $)a*'o"& '#4-$o"& a'a !o "! an(!a'on 20

-n(!''oan(! !n ! $)!"(-ona'-o& a" $)a!" no" !'-(-'#n o3(!n!' a -n4o'a$-5n

*!"!a*a& *! 'a*o *! -n4)!n$-a *! a" %!''a-!n(a" *! a a*-n-"('a$-5n o*!'na !n !

*!"a''oo !'!"a'-a *! a !'!"a IASACORP= GLITTER "!*! H)#n)$o 2016& $on

a a-$a$-5n *! Ma'!(-n D--(a $oo a" 8!n(a"& a'a ! o'o *! a" 8!n(a",

7



RESUMEN

E 'o .)! *!"!!a ! Ma'!(-n D--(a !n ! )n*o *! %o !" *! ")a -o'(an$-a

a'a ! %o3'! !n ! *!"a''oo *! o" n!o$-o"& !" o' !o .)! !"(! ('a3a7o "! !n4o$5 !n

! Ma'!(-n D--(a a'a a" 8!n(a",

E (+'-no “Ma'!(-n D--(a” (-!n! )$%a" a$!$-on!" )na *! !"(a" !" o' !7!o?

“E a'!(-n *--(a a-$a (!$nooa" o a(a4o'a"& (a!" $oo "-(-o" !3& $o''!o

!!$('5n-$o& a-$a$-on!" !3 $#"-$a" 58-!" '!*!" "o$-a!", Ta3-+n )!*!

*a'"! a ('a8+" *! o" $ana!" .)! no )(--zan In(!'n!( $oo a (!!8-"-5n& a 'a*-o& o"

!n"a7!" SMS& !($”

La -n8!"(-a$-5n !"(# $on"(-()-*o o' Ca()o"? E Ca-()o I& %a$! '!4!'!n$-a a o"

a"!$(o" !n!'a!" *! a -n8!"(-a$-5n& !n a .)! "! !on! ! an(!a-!n(o *!

'o3!a !n *on*! "! *!"$'-3! a 'o3!#(-$a *! (!a& a -*!n(-4-$a$-5n o 4o')a$-5n

*! 'o3!a& a 7)"(-4-$a$-5n *! -"o& a" --(a$-on!" .)! "! ()3o a 8-a3--*a* *!

'o3!a 4o')a*o ! Ca()o II& '!4!'-*o a o" o37!(-8o" *! a -n8!"(-a$-5n .)!

$on$-!'n! a o37!(-8o !n!'a o" o37!(-8o" !"!$4-$o" ! Ca()o III& '!'!"!n(a !Ma'$o T!5'-$o *on*! "! a"an (!o'a" '!a$-ona*a" $on S-"(!a" *! In4o'a$-5n !n

a G!"(-5n *! Ca-*a* !n('! o('a" $on$!(o" '!a$-ona*a" *-'!$(a!n(! $on ! (!a !

Ca()o IV& "! '!4-!'! a an(!a-!n(o *! a %-5(!"-" 8a'-a3!" *! a -n8!"(-a$-5n !

Ca()o V& $o'!n*! a o" +(o*o" (+$n-$a" .)! "! )(--za'on a'a '!$o!$(a'

'o$!"a' *a(o" *!n('o *! (-!o *! a -n8!"(-a$-5n& a" $oo a o3a$-5n )!"('a&

o" a$an$!"& n-8! *-"!o *! a -n8!"(-a$-5n& !" *!$-' "! %a$! )na *!"$'-$-5n *! a

!(o*ooa )(--za*a a'a a -n8!"(-a$-5n *! $ao ! Ca()o VI& $on(-!n! o"'!")(a*o" o3(!n-*o"& !" *!$-' *!(aa ! 'o$!"a-!n(o *! *a(o"& ! an#-"-" !

-n(!''!(a$-5n a *-"$)"-5n *! '!")(a*o" 4-na!n(! ! Ca()o VII !"!$-4-$a a"

$on$)"-on!" o3(!n-*a" ! Ca()o VIII& a" '!$o!n*a$-on!" !ana*a" $on ! 4-n *!

.)! )!*a "!'8-' *! aoo a'a o('o" !"()*-o" /o n!o$-o" .)! "! *!"!! an(!a' !n !

4)()'o,

8



ABSTRAC

SUMMARY

H! 'o! a!* 3 (%! D--(a Ma'!(-n -n (%! o'* (o*a -" 8!' -o'(an( 4o' an -n

3)"-n!"" *!8!o!n(& %-$% -" % (%-" o' 4o$)"!* on (%! D--(a Ma'!(-n 4o'

"a!",

T%! (!' QD--(a Ma'!(-nQ %a" an !an-n" o4 (%!"! -" 4o' !a!? QT%! *--(a

a'!(-n a-!* (!$%noo-!" o' a(4o'"& ")$% a" !3"-(!"& !a-& !3 a-$a(-on"

$a""-$ an* o3-! an* "o$-a n!(o'", Yo) $an a"o o$$)' (%'o)% $%ann!" (%a( *o

no( )"! (%! In(!'n!( a" (!!8-"-on& 'a*-o& SMS& !($, Q

T%! '!"!a'$% $on"-"(" o4 $%a(!'"? C%a(!' I& '!4!'" (o (%! !n!'a a"!$(" o4 (%!

-n8!"(-a(-on& -n %-$% (%! a'oa$% (o (%! 'o3! %!'! (%! 'o3! o4 (o-$

*!"$'-3!" (%! -*!n(-4-$a(-on o' 4o')a(-on o4 (%! 'o3! -" !o"!*& (%! 7)"(-4-$a(-on

4o' -( & (%! --(a(-on" an* (%! 4!a"-3--( o4 (%! ()3! 4o')a(!* 'o3! C%a(!' II&

3a"!* on (%! '!"!a'$% o37!$(-8!" $on$!'n-n (%! !n!'a o37!$(-8! an* "!$-4-$o37!$(-8!" C%a(!' III& '!'!"!n(" (%! (%!o'!(-$a 4'a!o' %!'! (%!o'-!" '!a(!* (o

In4o'a(-on S"(!" )a-( Mana!!n( aon o(%!' $on$!(" *-'!$( '!a(!* (o (%!

")37!$( a'! $a()'!* C%a(!' IV '!4!'" (o (%! a'oa$% o4 (%! %o(%!"-" an* '!"!a'$%

8a'-a3!" C%a(!' V& -n$)*!" !(%o*" an* (!$%n-.)!" )"!* (o $o!$( an* 'o$!"" *a(a

-(%-n (%! '!"!a'$% (-!& a" ! a" o)a(-on an* "a!& (%! "$o!& !8! an* '!"!a'$%

*!"-n& -! a *!"$'-(-on o4 (%! 3!$o!" !(%o*oo )"!* 4o' 4-!* '!"!a'$% C%a(!' VI

$on(a-n" (%! '!")(" o3(a-n!*& -! *!(a-!* *a(a 'o$!""-n& ana"-" an* -n(!''!(a(-on an**-"$)""-on o4 '!")(" C%a(!' VII "!$-4-!" 4-na (%! $on$)"-on" an* C%a(!' VIII& (%!

'!$o!n*a(-on" -n o'*!' (%a( *!on"('a(!" ")o'( 4o' 4)'(%!' "()*-!" an* / o'

3)"-n!""!" (%a( -"% (o 'a-"! -n (%! 4)()'!,

9



ESUEMA DEL PROYECTO

1) PLANTEAMIENTO DEL PROBLEMA1,1 D!"$'-$-5n *! 'o3!a1,2 >o')a$-5n *! 'o3!a1,@ O37!(-8o" !n!'a!"1, O37!(-8o" !"!$4-$o"1,B )"(-4-$a$-5n *! a In8!"(-a$-5n1,6 L--(a$-on!" *! a In8!"(-a$-5n1, V-a3--*a* *! In8!"(-a$-5n2) MARCO TEORICO2,1 An(!$!*!n(!" *! a In8!"(-a$-5n2,2 ;a"!" (!5'-$a"

2,@ D!4-n-$-5n *! $on$!()a!"2, S-"(!a *! H-5(!"-"2,B S-"(!a *! 8a'-a3!"

2,B,1 Va'-a3! -n*!!n*-!n(!2,B,2 Va'-a3! *!!n*-!n(!

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6) REFERENCIAS BIBLIOGRAFICAS

ANE7O: ESTRUCTURAS DE LA TESIS DE PROECTO DE

INVESTIGACION

10



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a*o& o" -n4)!n(!" !n a" '!*!" "o$-a!"& !" )n (!a *! -n$!'(-*)3'! a'a o"

!.)!o" !'!"a'-o"& o'.)! no $'!!n .)! ") !-"(!n$-a *!!n*a ! +-(o *!

a'!(-n 8-'a, N- (ao$o $on4an !n ! $on(!(o !n .)! "! *+ )!" $'!!n .)!

o )!*!n anza' !n $)a.)-!' o!n(o .)! !o" *!"!!n, Y .)! ") +-(o

*!!n*!'# *! a $a-*a* 4o'a(o *! a )3-$-*a* 8-'a,

A*!#"& a" MYPES !'$-3!n a a'!(-n 8-'a $oo )na !"('a(!-a& .)! a ('a8+"

*! a" '!*!" "o$-a!" "! %a$!n $ono$-*o"& $oo '!")(a*o a $o'(o azo !" a-a'

") $a'(!'a *! $-!n(!" ! -n$'!!n(o *! ")" 8!n(a", P!'o no !"(#n a$o"()3'a*o"

a '!a-za' a$(-8-*a*!" a a'o azo& )!" ! (-!o !" 8a-o"o $'!an*o )n '!$%azo

!n a-$a' a'!(-n 8-'a& *!3-*o a .)! a" $aaa" 8-'a!" !n '!*!" "o$-a!"

'!.)-!'!n *! (-!o a" o'a' ") o"-$-ona-!n(o a a'o azo,

E a'!(-n 8-'a !" 8-"(o $oo )n $on$!(o ) $o!7o $o"(o"o o' a"

MYPES& a .)! an $on"!'8a !"a !n(a-*a* .)! ! a'!(-n $on8!n$-ona

)3-$-*a* -'!"a !" a !7o' a(!'na(-8a !"(# a$o'*! a ")" '!$)'"o",

Po' (an(o& Son a" MYPES (!$no5-$a" .)! $)!n(a $on a)no" $ono$--!n(o"

a'a !n(!n*!' o .)! !" a'!(-n $5o o )!*!n a-$a'& a .)! (-!n!n

!"()*-o" ")!'-o'!"& %an '!$-3-*o $aa$-(a$-on!" a'a o*!' *-'--' ")" !'!"a"

(-!n!n ")" 'o-a" #-na" !3" $)!n(a" !n a" '!*!" "o$-a!", T!n-!n*o ao'

'!*-"o"-$-5n a'a a-$a' a'!(-n 8-'a,

M-!n('a" .)! !n a" MYPES *!*-$a*a" a a 8!n(a *! 'oa& no (-!n!n a 3a"! *!

$ono$--!n(o" ")4-$-!n(!" a'a '!$-3-' $o'!n*!' -n4o'a$-5n *! !"(! a"!$(o&

n- %an '!a-za*o n-nn (-o *! )3-$-*a* !n -n(!'n!(& an)an*o ")"

'o3a3--*a*!" !n -n$)'"-ona' !n !"(! (!a, Po' o('o a*o& "! -*!n(-4-$5 .)! a"

MYPES '!a-zan *-4!'!n(!" '#$(-$a" *! a'!(-n a'a a('a!' n)!8o" $-!n(!"

$oo !" a $a*!na *! '!$o!n*a$-on!" *! $-!n(!" 4-7o" $a"o a'(-$)a' $on a"MYPES *! 'oa o' ! a*o *! a" MYPES (!$no5-$a" o %a$!n !*-an(! ")"

8



)3-$-*a*!" "!a 8a -'!"a o -n(!'n!(, S-!n*o !"(! (-o *! MYPES #"

-n*-$a*a" a'a a-$a' a'!(-n 8-'a a .)! (-!n!n '!"!n$-a *o-n-o !n !"(!

!*-o& ! -n(!'n!(, Y .)! ! !'-o*o .)! o(an !"(a" MYPES o' '!a-za'

)3-$-*a* !" an)a o $)an*o $'!!n .)! !" n!$!"a'-o $)an*o ")" 8!n(a" "on 3a7a"

'!$)''-!n*o a o" 8oan(!" $oo ! 'o$!"o a*!$)a*o a'a o3(!n!' '!")(a*o" a

$o'(o azo 8a -n(!'n!( a a'o azo,

Po' o $)a& ! 1W *! a" MYPES '!*)$!n ! $on$!(o *! a'!(-n %a$-a a"

a$(-8-*a*!" $on$!'n-!n(!" a )3-$-*a*& 'oo$-5n 8!n(a"& *!3-*o a .)! 8a'-a"

!'!"a" a" '!a-zan a" $on ao' 4'!$)!n$-a, P)!"& n-a a'(! "a3! .)! !

a'!(-n !" (o*o )n 'o$!"o $on an!a$-5n& an#-"-" *! !'$a*o&

-!!n(a$-5n $on('o *! a" a$(-8-*a*!" -n$)!n*o ! #'!a *! )3-$-*a*,

La !"('a(!-a *! a'!(-n .)! '!a-zan a" MYPES& !" ! 3o$a a 3o$a& )!"

!*-an(! ") !"('a(!-a *! '!$-o" -n-$-an $on '!$-o" 3a7o" a)a(-na!n(! 8an

")3-!n*o o 8-$!8!'"a a" MYPES *!*-$a*a" a a 8!n(a *! 'oa "! !n4o$an !n

o4'!$!' 'oo$-on!"& o4!'(a" *!"$)!n(o" a o' ao', P)!" ! o37!(-8o *! a3a"

MYPES !" 3'-n*a' )na !!'-!n$-a n-$a a'a ! $-!n(! a ('a8+" *! a $a-*a*

#-a !n ! 'o*)$(o o "!'8-$-o a'a $a(a' $-!n(!"& 4-*!-za'o" a'a ")

o"-$-ona-!n(o,

La" MYPES no $)!n(an $on ! '!$)'"o %)ano a'o-a*o& )!" ! !'"ona

!n$a'a*o *! a'!(-n 8-'a *!3! "!' 'oa$(-8o $on )$%a $'!a(-8-*a*& a"

$)a!" no "! %aan !n a" !'"ona" $on('a(a*a" o' !"(a" MYPES, Con '!"!$(o a

a 8a'-a3! (!$no5-$a& "on o$o" !'!"a'-o" .)! (-!n!n a$$!"o a -n(!'n!(& $)a

'az5n *! )"o !" a'a 'o$!"a' -n4o'a$-5n '!a-za' ('a3a7o" $on$!'n-!n(!" a a

!'!"a (o*o !"(o '!a-za*o !*-an(! )na $o)(a*o'a, P!'o "- (-!n!n

$ono$--!n(o *! a !-"(!n$-a ! 'o5"-(o '-n$-a *! a" '!*!" "o$-a!"&

$o)n-$a'"!, A)n.)! no o 8!n $oo )na oo'()n-*a* *! n!o$-o" $on !

a'!(-n 8-'a, Son o$a" a" MYPES .)! a$!(a'an '!$-3-' $aa$-(a$-5n "o3'!

a'!(-n& "-!n*o a" .)! !"(#n !n n-8!!" a(a" !n 8!n(a"& $on(an*o $on

n-o" '!$)'"o" "! )!*! a*a(a' ! (-o *! )3-$-*a* 8-'a, A o .)! ! '!"(o *!

a" MYPES no o(an o' )na $aa$-(a$-5n o'.)! o $on"-*!'an -nn!$!"a'-o& o'

") *!"$on4-anza !n o n)!8o '!"-"(!n$-a a $a3-o o'.)! a4-'an .)! a

!*-$-5n !" )n o$o *-4$-& a)n.)! !"o "! )!*a 8!' '!4!7a*o !n ! n!'o *!

9



$-!n(!" o !n ")" 8!n(a", An(! o" '!")(a*o"& "! o3"!'85 .)! a ao'a *! a"

MYPES (!$no5-$a" $)!n(an $on a)no" $ono$--!n(o"& '!*-"o"-$-5n&

'!$)'"o" (!$no5-$o !$on5-$o& $on a $'!a(-8-*a* *! .)! !o" -"o"

)!*!n '!a-za' anza' )na )3-$-*a* 8-'a& !'o $on )na '!8-a $aa$-(a$-5n !n

!"(! (!a, La ao'a *! a" MYPES *!*-$a*a" a a 8!n(a *! 'oa& on!n

'!"-"(!n$-a !n -n$)'"-ona' !n ! )n*o *! -n(!'n!(& )!" ") --(a$-5n !n(a

"o3'! ! a'!(-n !" "oo a'a 'an*!" !'!"a"& a*!#" *! a4-'a' .)! no

$)!n(an $on o" '!$)'"o" n!$!"a'-o" $oo? a$$!"o a -n(!'n!( (!$nooa& '!$)'"o

!$on5-$o a .)! $on"-*!'a )n a"(o no -n8!'"-5n& ! !'"ona a $'!a(-8-*a*

a'a *-"!a' )na )3-$-*a* 8-'a& "o3'! (o*o ! (-!o o *-"o"-$-5n a'a '!$-3-'

ao' -n4o'a$-5n "o3'! !"(! (!a,

N"#(%"+&9:

DAVID MARTEL XEVALLOS& NIKER H:N SALINAS ALEANDRO 200

!n ") (!"-" (-()a*o “E Co!'$-o E!$('5n-$o En La" P!.)!a" E'!"a"

In*)"('-a!" D! S!'8-$-o" T)'"(-$o" D! La" C-)*a*!" D! H)#n)$o Y Aa'--" En

E Ao 200” a'a o(a' ! 'a*o *! -$!n$-a()'a !n A*-n-"('a$-5n !n a

9n-8!'"-*a* H!'--o Va*-z#n& H)#n)$o !o a a" "-)-!n(!" $on$)"-on!",

C%#+/9(%&9 $& T&9(9:

E )"o *! In(!'n!( !n a !"(-5n $o!'$-a, S! !n$on('5 .)! ! 100 W *! a"

!'!"a" !n$)!"(a*a" $on"-*!'a .)! ! )"o *! In(!'n!( !" %a "-n-4-$a*o a

$a(a$-5n *! n)!8o" $-!n(!" o(!n$-a!" *! !"(! (o(a )n 2BW $'!! .)! ! )"o *!

In(!'n!( *!n('o *! ") !'!"a !" %a $'!a*o $a3-o" *! a$(-()* !'!"a'-a, 9n 20

W *! a" !.)!a" !'!"a" an-4-!"(an %a3!' -n$'!!n(a*o ") $a'(!'a *!

$-!n(!"& -!n('a" .)! )n BW *-$! an(!n!' ") $-!n(!a )n @BW *-$! no no(a'

a *-4!'!n$-a !n('! $-!n(!" an(-)o" n)!8o", C'!$--!n(o o'an-za$-ona 'o*)$(o *! )"o *! In(!'n!( !n a !"(-5n $o!'$-a, 9n 0W *! a" !.)!a"

!'!"a" a"!)'an .)! an(-!n!n ") !"(')$()'a o'an-za$-ona )n 2BW *-$! %a3!'

$'!$-*o )n BW "! %a '!*)$-*o, S! *!(!'-n5 .)! ! 100W *! a" !'!"a"

!n$)!"(a*a" $'!! (!n!' )n ao' a$an$! $on a '!"!n$-a *! ")" !'!"a" !n

In(!'n!( !n $oa'a$-5n a a )(--za$-5n *! a )3-$-*a* ('a*-$-ona, S! !n$on('5

.)! ! 100 W *! o" !n$)!"(a*o" $on"-*!'an .)! !"(#n an(! )na n)!8a oo'()n-*a*

*! %a$!' n!o$-o" a'a a !'!"a a*!#" .)! !"(a -n$)'"-5n !n n)!8o" n!o$-o"!" !'-(-'a o3(!n!' )n $'!$--!n(o !$on5-$o& ! 60 W *! !o" a*!#" o

10



%a$!n o' 3)"$a' )na ao' !n!('a$-5n a n)!8o" !'$a*o", P)3-$-*a*

!'$a*!o a ('a8+" *! $o!'$-o !!$('5n-$o, 9n J0W *! o" !n$)!"(a*o" $on"-*!'a

.)! o" $o"(o" *! a'!(-n ('a*-$-ona "on a(o" )n 20W $'!! .)! "on

!*-ano" n-n)no $on"-*!'o .)! "!an 3a7o", Con '!"!$(o a a !'$!$-5n .)!

(!nan *! o" $o"(o" *! a'!(-n a ('a8+" *! $o!'$-o !!$('5n-$o& )n BW

$on"-*!'a3a .)! !"(o" !'an 3a7o"& )n @BW $on"-*!'a3a .)! !"(o" !'an -n(!'!*-o"&

)n 2B W $'!a .)! an !'an a(o",

S! !n$on('5 .)! ! 100W *! o" !n$)!"(a*o" $on"-*!'an .)! a )3-$-*a* a ('a8+"

*! $o!'$-o !!$('5n-$o !" !'-(! )na ao' !n!('a$-5n *! !'$a*o" o n-$%o"

*! !'$a*o"& *! !"(! (o(a )n 60W $on"-*!'a (a3-+n .)! !"(! (-o *! )3-$-*a*

!" !'-(! )na '!*)$$-5n !n $o"(o" o!'a(-8o" )n W $'!! a*!#" .)! !

$o!'$-o !!$('5n-$o !" *a ao' 'o*)$(-8-*a* a a o'an-za$-5n, Co!'$-o

!!$('5n-$o a 4o'a *! %a$!' n!o$-o", S! *!(!'-n5 .)! )n B0 W *! a"

!'!"a" $'!! .)! ! $o!'$-o !!$('5n-$o ! %a 4a$--(a*o o" n!o$-o"& )n 1BW

.)! an no !"(# $on8!n$-*o *! o" '!")(a*o" )n @B W .)! $'!! .)! o' !

$on('a'-o %an (!n-*o 'o3!a" a ('a(a' *! '!a-za'o,

S! *!(!'-n5 .)! ! 100W *! o" !n$)!"(a*o" %an o3(!n-*o a ao' 8!n(a7a

)(--zan*o ! $o!'$-o !!$('5n-$o (an(o !n a $a(a$-5n *! n)!8o" $-!n(!" $on !n

! %!$%o *! .)! )!*!n 8!n*!' (o*o ! ao& )n 60W $'!! .)! %a !7o'a*o a

$a-*a* *! a(!n$-5n& ! B0 W $'!!& a*!#"& .)! ")" n!o$-o" "! %an o3a-za*o

!"o o !-$a ! In(!'n!(& )n @0W $'!! .)! %a !7o'a*o ")" !n8o" "-!n*o !"(o"

#" '#-*o" 4-na!n(! )n 20W $on"-*!'a .)! a $a(a$-5n *! n)!8o" $-!n(!"

!" %a 'oo'$-ona*o )na !7o' -n(!'a$-5n *! 3a"! *! *a(o",

2)2 B"9&9 T&r(#"9

11



2)2)1 H&rr"<(&%."9 $& +" A$<(%(9.r"#(% M$&r%"

A) R&9&" (9.r(#" $&+ M"r&.(%= D(=(."+

“E a'!(-n *--(a !" ! a'!(-n .)! %a$! )"o *! aa'a(o" !!$('5n-$o"

o'*!na*o'!"& (a!" $oo $o)(a*o'a" !'"ona!"& (!+4ono" -n(!-!n(!"&

(!+4ono" 58-!"& (a3!(" $on"oa" *! 7)!o" *! $o'o!(!'"! $on a" a'(!"

-n(!'!"a*a", E a'!(-n *--(a "! a-$a (!$nooa" o a(a4o'a"& (a!" $oo

"-(-o" !3& !=a-& a-$a$-on!" $#"-$o" 58-!" a" '!*!" "o$-a!", So$-a

M!*-a Ma'!(-n !" )n $oon!n(! *! a'!(-n *--(a, M)$%a" o'an-za$-on!"

)(--zan )na $o3-na$-5n *! $ana!" *! $o!'$-a-za$-5n ('a*-$-ona *--(a,”

E" o' !"o .)! )na !"('a(!-a *--(a *!3! -n$)-' (o*o" o" !"a$-o" '!!8an(!" !n

*on*! ! (a'!( -n(!'a$(!& 3)"$an*o -n4)!n$-a' o-n-on!" o-na*o'!"& !7o'a'

o" '!")(a*o" *! o" o(o'!" *! 3".)!*a& ana-zan*o a -n4o'a$-5n .)! !"(o"

!*-o" 'o8!an a'a o(--za' ! '!n*--!n(o *! a" a$$-on!" (oa*a",”

“Ma'!(-n D--(a !" a 'oo$-5n *! a'$a" a ('a8+" *! (o*a" a" 4o'a" *! o"

$ana!" *! )3-$-*a* *--(a a'a !a' a o" $on")-*o'!", E a'!(-n *--(a

"! !(-!n*! #" a# *! a $o!'$-a-za$-5n *! In(!'n!( a'a -n$)-' o" $ana!"

.)! no '!.)-!'!n ! )"o *! a In(!'n!(, Coo '!")(a*o *! !"(a *!!n*!n$-a no a

('a8+" *! In(!'n!(& ! $ao *! a'!(-n *--(a -n$)! (o*a )na "!'-! *!

!!!n(o" (a!" $oo (!!8-"-5n& 'a*-o& (!+4ono" 58-!" SMS / MMS& "o$-a

!*-a a'!(-n& )3-$-*a* '#4-$a& $)a.)-!' o('a 4o'a *! a (!$nooa

*--(a *! o" !*-o" *! $o)n-$a$-5n, An(!'-o'!n(! "! $on"-*!'a3a )n "!'8-$-o

-n*!!n*-!n(! o' *!'!$%o 'o-o& A%o'a !" 8-"(o $oo )n *o-n-o .)! $)3'! a

ao'a& "- no (o*a"& *! a" #'!a" *! a'!(-n #" ('a*-$-ona!"& $oo !

a'!(-n *-'!$(o& 'oo'$-onan*o ! -"o +(o*o *! $o)n-$a'"! $on )naa)*-!n$-a& !'o *! an!'a *--(a,”

B) ENFOUES?

“E a'!(-n $oo *-"$--na !" '!a(-8a!n(! '!$-!n(! !" %a"(a 1FJB& *on*!

"! $on$-3! ") *!4-n-$-5n o'--na “E" a '!a-za$-5n *! a$(-8-*a*!" !'!"a'-a!"

.)! *-'-!n ! 4)7o *! 3-!n!" "!'8-$-o" *! 'o*)$(o' a $on")-*o'”& )$%o

#" n)!8o !" ! a'!(-n !"!$-a-za*o !n !*-o" *--(a!"& 3a"a*o" !n a 'an o)a'-*a* .)! %a o3(!n-*o a '!*, E a'!(-n *--(a& !" )na !"!$-a-za$-5n

12



*! a !'$a*o(!$n-a ) '!$-!n(!& *!'-8a*a *! o" !"4)!'zo" *! a'o8!$%a' !n ")

$on7)n(o o" 'an*!" 3!n!4-$-o" .)! o4'!$! -n(!'n!(, In(!'n!( 4)! $on$!3-*o $oo

)n 'o!$(o a'a 4a$--(a' -n4o'a$-5n $oo'*-na' a$(-8-*a*!" !n !*-o" --(a'!"

a$a*+-$o" *! o" E"(a*o" 9n-*o"& *)'an(! o" '!a'a(-8o" *! )na )!''a

a(5-$a& $on a !n(on$!" 9n-5n So8-+(-$a, >)! %a"(a '-n$--o" *! o" no8!n(a&

$)an*o )n $-!n(4-$o T- ;!'n!'"=L!! .)! ('a3a7a3a !n ! CERN 9na -n"(-()$-5n

*!*-$a*a a -n8!"(-a$-5n "o3'! !n!'a n)$!a'& $on a -n(!n$-5n *! 4a$--(a' !

$oa'(-' a -n4o'a$-5n a ")" $o!a" !n!'a )n 'o(o$oo .)! ! ana'a )n

)a' !n a %-"(o'-a ! 4ao"o “HTTP”& $on !"(! -n8!n(o 4)! )$%o #" 4#$-

a$$!*!' a a -n4o'a$-5n, Pa"a'a o$o (-!o& a'a .)! *-8!'"o" !'!n*!*o'!"

! -n"(-()$-on!" 8-!'an (o*o ! o(!n$-a .)! (!na !"(a n)!8a %!''a-!n(a& ! $)a

a$a35 !$-"an*o a a 'o-a -n(!'n!( a$a3a'an "-!n*o "-n5n-o"

-n(!'$a3-a3!", >)! %a"(a a !a*a *! !o'a*o' Mo"a-$& *on*! ! o(!n$-a

$o!'$-a *! a n)!8a In(!'n!( "! *-"a'5 o' (o*o o a(o& a "!' ! '-!'

na8!a*o' .)! -n$)a ! "oo'(! *! -#!n!"& o .)! !'-(a )na $o)n-$a$-5n

)$%o #" !4-$az& a'!an*o !".)!a"& 4o(o'a4a" o' '-!'a 8!z an)n$-o"

*!n('o *! )na #-na !3,

A1) L"9 &%."9 &% +" "#./"+($"$)

RAMIRO SALGADO PINTO 200F *-"on-3! !n?

%((?//8!n*!*o'!",o'*'!"",$o/200F/0B/22/!(aa"=*!=a=8!n(a/ !*o ! 1B *!

ao *! 201 a a"

La 8!n(a a$()a

La 8!n(a& $oo (o*o& !" )n 'o$!"o ")7!(o a $a3-o,

C)an*o $o!n(ao" .)! a 'o4!"-5n *! 8!n*!*o' (-!n*! a a *!"aa'-$-5n !""-!!n(! o' a $on"(a(a$-5n *! a 4a(a *! '!a'a$-5n !(o*ooa *!

)$%o" $o!'$-a!" a$()a!",

D!4!$(o 'oo8-*o o' a" !'!"a"& !n 'an a'(!& a $on"-*!'a' )n a"(o no

)na -n8!'"-5n a 4o'a$-5n *! a 4)!'za *! 8!n(a"& o' ! “$o!'$-a” .)!

$on"-*!'a .)! !"(o *! 8!n*!' !" 4#$- .)! no '!.)-!'! ao' '!a'a$-5n, D!

%!$%o !n (-!o" $!'$ano"& !'a 4'!$)!n(! o' ! $o!n(a'-o? “"- ! .)!*o "-n

13



('a3a7o ! %ao a3a- o 8!n*!*o'”& a'!$! .)! a3a" 'o4!"-on!" a" )!*!

*!"a''oa' $)a.)-!'a "-n #",

La 8!n(a !" )n o4-$-o& !n ! .)! $oo $)a.)-!' o('o %a .)! '!a'a'"! a'a

$ono$!'o& a'a "!' 3)!no a'a *-n-4-$a'o,

P!'"ona!n(! ! o!"(a !no'!!n(! ! "-!n(o -n")(a*o $)an*o !n(! "-n

! #" n-o o4-$-o "! aa 8!n*!*o', 9na 8!z& o& %-$! )na $a"!(a a'a -

!''o !n ! 7a'*n& no o' !"o "o a3a-& "- )no *! 8!'*a* 8-!'a - o3'a *! a'(!&

*-'a .)! !" )na $%a)za no o" $)!n(o o .)! *-'a )n $a'-n(!'o *! a)na"

!"(an(!'a" .)! a)na 8!z %-$!,

E"o !" o .)! %o a3)n*a !n n)!"('o o4-$-o& $%a)$!'o",

Son $oo ! !''o *! %o'(!ano& no 8!n*!n& !'o !" .)! a*!#" *!(!'-o'an an(!

o" o"-3!" $-!n(!" a -a!n *! )n 8!n*!*o' 'o4!"-ona,

ANTES

Ha$! ao" "! 4a3'-$a3a )n 'o*)$(o !n 3a"! a '!$-o"& $aaa" )3-$-(a'-a"

3)!na" $o!'$-a!"& "! 8!n*a,

E 8!n*!*o' *!3a "!' "-#(-$o& %a3a' )$%o 4)!'(!& $on(a' $%-"(!" a!a'

a !"a*a *! $-!n(!,

Ho no" o o*!o" !n$on('a' !n a" 4!'-a"& 8!n*-!n*o )!$a" $%o$%ona"& oan)n$-an*o a 8o$!" an 'o*)$(o, )-z#& an(-)a!n(!& !"(! (-o *! $o!'$-a

(!na ") 'az5n *! "!'& %o NO,

AHORA

Po$o a o$o& ! !$!"o *! o4!'(a& $o!(!n$-a a*)'!z *! !'$a*o $o'a*o'&

"! %an -*o -n8-'(-!n*o o" (+'-no", Ho "! 8!n*! "a(-"4a$-!n*o a" n!$!"-*a*!"*! $o'a*o'& o' o (an(o& ! 4a3'-$an(! no 4a3'-$a o .)! .)-!'!& "-no .)! "!

14



'!o$)a *! $)3'-' n!$!"-*a*!" !-"(!n(!" ! $o!'$-a *!3! '!o$)a'"! o'

!n(!n*!' a" n!$!"-*a*!" *! $-!n(!,

O' '!)n(a' !" a 3a"! *! a 8!n(a a$()a, E"(a !" a n-$a 4o'a *! "-n(on-za'

$on ! “'o3!a” *! )")a'-o o*!' "o)$-ona'o, Pa'a *a' 3)!na '!")!"(a !"

n!$!"a'-o $ono$!'& -!n('a" #" !7o'& n)!"('o 'o*)$(o,

En )n !'$a*o $o!(-(-8o *on*! no !-"(!n o" ao" 'o*)$(o"& no anan o"

no3'!" *! 'an*!" $a"a" n- ! 'o*)$(o o' " "oo& ana ! 3)!n 8!n*!*o'& a.)!

.)! *!"$)3'! a" 8!'*a*!'a" n!$!"-*a*!" *! $-!n(! "a3! *a'! a "o)$-5n #"

a*!$)a*a,

En o" (-o" (-!o" a 8!n(a %a $a3-a*o )$%o? Lo" 'o*)$(o" o"

"!'8-$-o" "on $a*a 8!z #" a'!$-*o", Lo" '!$-o"& a "--a' n-8! *! $a-*a*&

(a3-+n "! a'!$!n, La" !'!"a" !n $o!(!n$-a 'o-4!'an $a*a 8!z #",

)-+n "!'# !n(on$!" ! *!' !n 8!n(a"? La !'"ona .)! $onoz$a "!a )(--za'

o" +(o*o" *! 8!n(a !4-$az *! 8!n*!*o' 'o4!"-ona *! %o,

Cono$!' ! 'o*)$(o 'o-o ! *! a $o!(!n$-a no 3a"(a a a'a 8!n*!' !7o',

Sa3!' ana-za' a $-!n(! ")" o(-8a$-on!"& -n(!''!(a' ") !n)a7! no 8!'3a&

!"(a' 3-!n '!a'a*o" a'a '!3a(-' ")" o37!$-on!" a')!n(a'-o& "a3!' $!''a' a

8!n(a !n ! o!n(o oo'()no $on"!)-' 4-*!-za' a $-!n(! "on 4a$(o'!"& !n('!

o('o"& *! '-!'"-o -o'(an$-a a'a ! V!n*!*o' P'o4!"-ona,

A2) S&r(#( $& C"+($"$VICTOR MAN9EL 9IANO PORTILLA 200@ 9E ES CALIDAD&

*-"on-3! !n?

%((?//,!"(-oo-",$o/$ana!"/*!a'!(-n/a'(-$)o"/6F/$a-*a*!"!',%(

!*o ! 1B *! ao *! 201 a a" B

9na "oa a$$-5n no a"!)'a .)! )na !'!"a !7o'! (o*a" a" 4a$!(a" *! "!'8-$-o,

Ho *a !"$)$%ao" $on 4'!$)!n$-a .)! a)na" !'!"a" *!"!an *-4!'!n$-a'"! *!

")" $o!(-*o'!" a ('a8+" *! )n "!'8-$-o a*!$)a*o a $-!n(!, M)$%a !n(! oaa !$!!n$-a !n ! "!'8-$-o& "!'8-$-o 4a3)o"o o& "-!!n(!& 3)!n "!'8-$-o,

15



A3) E9.r".&=(":

Lo $-!'(o !" .)!& $oo $-!n(!& ! "!'8-$-o !" ao .)! *-4$-!n(!

!!'-!n(ao" !n n)!"('o a" !n )$%o" o('o", La 'az5n o' a .)! a"

!'!"a" no %an o'a*o o4'!$!' )n "!'8-$-o $on $a-*a* "! *!3!& "o3'! (o*o& a

.)! n- !a" n- o" $-!n(!" "a3!o" .)! "-n-4-$a !a$(a!n(!,

En *-8!'"o" -3'o"& $)'"o" %a"(a !n *-"$)'"o" o(-$o" "! %a3a& )$%a" 8!$!"&

*! $a-*a* !n a a(!n$-5n a $-!n(! $o'(!"a& aa3--*a*& "on'-"a"& !($,& ao .)!

a)no" aan $a-*!z, En n)!"('a" !n$)!"(a" $on o" $-!n(!" %!o" *!(!$(a*o

.)! a $a-*a* !n ! "!'8-$-o 8a #" a# *! a "-! $o'(!"a o aa3--*a* *! o"

!!a*o" .)! no" a(-!n*!n,

E" $-!'(o .)! $oo $-!n(!" !8a)ao" a a(!n$-5n .)! "! no" 3'-n*a& !'o no !"

o n-$o .)! (oao" !n $)!n(a o !o' *! (o*o !" .)! (ao$o !" o #"

-o'(an(!,

A5) A%.&#&$&%.&9:

An(!" *! !n$-ona' a 4o'a !n .)! o" $-!n(!" !8aan o" "!'8-$-o"& !"

-o'(an(! !n4a(-za' *o" a"!$(o" .)! *!"*! n)!"('a !'"!$(-8a "on -o'(an(!"?

1,= La $a-*a* !n ! "!'8-$-o *-4-!'! *! a $a-*a* !n o" 'o*)$(o" !n o"

"-)-!n(!" a"!$(o"?

C)an*o %a3ao" *! "!'8-$-o no o*!o" -n(!n(a' a 8!'-4-$a$-5n *! ") $a-*a* a('a8+" *! )n *!a'(a!n(o *! a"!)'a-!n(o *! $a-*a*& )!" a ao'a *! a"

8!$!" ! $-!n(! "5o (-!n! oo'()n-*a* *! !8a)a' ! "!'8-$-o %a"(a .)! a "! !"(#

*!"a''oan*o, 9n an *! ")!'8-"-5n a'a !7o'a' a $a-*a* !n ! "!'8-$-o "5o

o$a"-ona'a #" !n(-()* *! '!")!"(a $on ! $-!n(! no !8-(a'a "-.)-!'a& )na

$)a'(a a'(! *! o" 'o3!a" .)! "! ")"$-(an,

En ! $a"o *! "!'8-$-o no "! )!*!n !"(an*a'-za' a" !!$(a(-8a" *! $-!n(!&*!3-*o a .)! $a*a $-!n(! !" *-"(-n(o ")" n!$!"-*a*!" *! "!'8-$-o (a3-+n o "on

16



a)n.)! !n aa'-!n$-a (o*o" '!.)-!'!n ! -"o "!'8-$-o, E" o' !"(a "))!"(a

")37!(-8-*a* *! "!'8-$-o .)! %!o" *!(!$(a*o .)! no "! )!*!n *-$(a' '!$!(a" o

'o$!*--!n(o" -n4!-3!" a'a an(!n!' "a(-"4!$%o" a o" $-!n(!",

2,= La $a-*a* !n ! "!'8-$-o no !" )na !"('a(!-a a-$a3! n-$a!n(! !n a"

!'!"a" *! "!$(o' "!'8-$-o", La" !'!"a" an)4a$()'!'a" $o!'$-a!"

*!"a''oan )na 3)!na $an(-*a* *! a$(-8-*a*!" *! "!'8-$-o& $oo 8!n(a" !*-an(!

'!'!"!n(an(!" o !n o"('a*o'& $!n('o" (!!45n-$o"& !($,& *-"('-3)$-5n& $o3'anza&

*!8o)$-on!" o '!$aa$-on!" ! -n$)"o& a"!"o'a (+$n-$a,

A) / &9 &%.%#&9 +" #"+($"$ &% &+ 9&r(#(

Coo '!")(a*o *! -n8!"(-a$-on!"& (an(o 3-3-o'#4-$a" $oo *! !'$a*o& %!o"

o*-*o !n(!n*!' .)! (o*o" o" $-!n(!" !8a)ao" ! "!'8-$-o .)! '!$-3-o" a

('a8+" *! a ")a *! a" !8a)a$-on!" .)! '!a-zao" a $-n$o *-4!'!n(!" 4a$(o'!"& a

"a3!',

1, E!!n(o" (an-3!"? S! '!4-!'! a a aa'-!n$-a *! a" -n"(aa$-on!" *! a

o'an-za$-5n& a '!"!n(a$-5n *! !'"ona %a"(a o" !.)-o" )(--za*o" !n

*!(!'-na*a $oaa *! $5)(o& o4-$-na& ('an"o'(!& !($,, 9na !8a)a$-5n

4a8o'a3! !n !"(! ')3'o -n8-(a a $-!n(! a'a .)! '!a-$! ") '-!'a ('an"a$$-5n

$on a !'!"a,

No "on o$o" o" $-!n(!" *! 'ao -n*)"('-a .)! $on "5o 8-"-(a' a an(a

an)4a$()'!'a o $ono$-!n*o ") "-"(!a *! $5)(o& "! *!$-*!n a '!a-za' ") '-!' !*-*o, N- .)+ *!$-' *! a" !'!"a" *! "!$(o' $o!'$-o? 9na !%-3-$-5n

a*!$)a*a *! o" 'o*)$(o" .)! $o!'$-a-za -n4)! !n )n $-!n(! o(!n$-a,

D! a -"a 4o'a& "- ") !'!"a !" *! "!$(o' "!'8-$-o"& (a3-+n o'a'# )n

3!n!4-$-o $on ! 3)!n )"o *! o" !!!n(o" (an-3!"& $oo !" ! $a"o *! o"

n)!8o" (a!'!" a)(oo('-$!" 4'an.)-$-a*o"& .)! '!8o)$-ona n)!"('a $o"()3'!

*! 8!' (a!'!" a'a a)(o" $on *!a"-a*a 'a"a ) *!"$)-*a*o"? a"!"o'!" !

17



-n"(aa$-on!" --a" -n8-(an a #" *! )n $-!n(!& *a $on *a& a !!'-!n(a' $on

*-$%a o'an-za$-5n,

E" -o'(an(! !n$-ona' .)! o" a"!$(o" (an-3!" )!*!n 'o8o$a' .)! )n

$-!n(! '!a-$! a '-!'a o!'a$-5n $o!'$-a $on no"o('o"& !'o no o'a'#n

$on8!n$!' a $-!n(! *! .)! 8)!8a a $o'a',

2, C)--!n(o *! 'o!"a? S-n-4-$a !n('!a' $o''!$(a oo'()na!n(! !

"!'8-$-o a$o'*a*o, E" *!$-'& .)! "- )"(!* 'o!(-5 !n('!a' )n !*-*o *! @0

(on!a*a" *! a(!'-a '-a a ") $-!n(! -n*)"('-a ! 8-!'n!" *! a" J *! a aana&

*!3!'# $)-' $on !"a" *o" 8a'-a3!", En('!a' a a" J *! a aana 20 (on!a*a"

!" -n$)--!n(o& o -"o .)! !n('!a' a" @0 (on!a*a" ! "#3a*o,

A)n.)! a3o" '!.)-"-(o" !n('!a $o''!$(a oo'()na )!*!n a'!$!' *-4!'!n(!"&

o" $-!n(!" %an !n$-ona*o .)! a3o" (-!n!n -)a -o'(an$-a& )!" 'o8o$an

") $on4-anza o *!"$on4-anza %a$-a a !'!"a, En o-n-5n *! $-!n(!& a $on4-anza

!" o #" -o'(an(! !n a(!'-a *! "!'8-$-o,

E $)--!n(o *! 'o!"a !" )no *! o" *o" 4a$(o'!" #" -o'(an(!" .)!

o'-a a )n $-!n(! a 8o8!' a $o'a' !n n)!"('a o'an-za$-5n,

@, A$(-()* *! "!'8-$-o? Con )$%a 4'!$)!n$-a o" $-!n(!" !'$-3!n 4a(a *! a$(-()*

*! "!'8-$-o o' a'(! *! o" !!a*o" !"(o "-n-4-$a .)! no "-!n(!n a *-"o"-$-5n

.)-!n!" o" a(-!n*!n a'a !"$)$%a' '!"o8!' ")" 'o3!a" o !!'!n$-a" *! a

an!'a #" $on8!n-!n(!=

E"(! !" ! 4a$(o' .)! #" $'-(-$an o" $-!n(!"& !" ! "!)n*o #" -o'(an(! !n

") !8a)a$-5n, D!")+" *! $)--!n(o& a" a$(-()*!" -n4)!n !n ! $-!n(! a'a

.)! 8)!8a a n)!"('a o'an-za$-5n,

, Co!(!n$-a *! !'"ona? E $-!n(! $a-4-$a .)+ (an $o!(!n(! !" !

!!a*o a'a a(!n*!'o $o''!$(a!n(! "- !" $o'(+"& "- $ono$! a !'!"a *on*!

('a3a7a o" 'o*)$(o" o "!'8-$-o" .)! 8!n*!& "- *o-na a" $on*-$-on!" *! 8!n(a

18



a" o(-$a"& !n 4-n& "- !" $aaz *! -n"-'a' $on4-anza $on ")" $ono$--!n(o"

$oo a'a .)! )"(!* ! -*a o'-!n(a$-5n,

M)$%o" $-!n(!" "a3!n 3-!n o .)! .)-!'!n $o'a'& !'o a.)!o" .)! '!.)-!'!n

*! o'-!n(a$-5n o *! $on"!7o" ")!'!n$-a" )!*!n no (oa'a" !n $)!n(a a)n.)!

"!an a$!'(a*a" "- no !'$-3!n .)! .)-!n o" a(-!n*! !" o ")4-$-!n(!!n(!

$o!(!n(!,

B, Ea(a? A)n.)! a ao'a *! a" !'"ona" *!4-n! a a !a(a $oo on!'"!

!n o" zaa(o" *! $-!n(! o 8!o" %a"(a !n $o!'$-a!" *! (!!8-"-5n& no"o('o"

%!o" o3(!n-*o *! a'(! *! o" $-!n(!" .)! !8aan !"(! ')3'o *! 'azona-!n(o"

*! a$)!'*o $on ('!" a"!$(o" *-4!'!n(!" .)! "on?

= >a$--*a* *! $on(a$(o? E" 4#$- !a' %a"(a ") n!o$-o C)#n*o aan a ")"

8!n*!*o'!" o !!a*o" o" !n$)!n('an& "! '!o'(an o ")" n!'o" (!!45n-$o" "on

*! o" .)! "-!'! !"(#n o$)a*o" o *! o" .)! n)n$a $on(!"(an !n$-a& $)an*o

$on(!"(an& ! $-!n(! no )!*! !n$on('a' a .)-!n 3)"$a na*-! )!*!n a)*a'o

= Co)n-$a$-5n? Ao .)! 3)"$an o" $-!n(!" !" )n ao' n-8! *! $o)n-$a$-5n

*! a'(! *! a !'!"a .)! !" 8!n*!& a*!#" !n )n -*-oa .)! !o" )!*an

!n(!n*!' $a'a!n(!,

= G)"(o" n!$!"-*a*!"? E $-!n(! *!"!a "!' ('a(a*o $oo "- 4)!'a n-$o& .)! !

3'-n*!o" o" "!'8-$-o" .)! n!$!"-(a !n a" $on*-$-on!" #" a*!$)a*a" a'a +

= o' .)+ no )! ! o4'!z$ao" ao a*-$-ona .)! n!$!"-(! !"(o !"& .)!

")!'!o" ")" !!$(a(-8a",

E $on7)n(o *! o" $-n$o 4a$(o'!" !n$-ona*o" $on4o'a a !8a)a$-5n (o(a *!

$-!n(! !n a(!'-a *! "!'8-$-o, Ca*a $-!n(! !" *-"(-n(o '!.)-!'! *! *-4!'!n(!"

!"('a(!-a" a'a o(o'a'! ! "!'8-$-o a*!$)a*o& o' o .)! )na "oa a$$-5n no

a"!)'a'# .)! )na !'!"a !7o'! (o*a" a" 4a$!(a" *! "!'8-$-o,

19



;-!n 8a! a !na '!a-za' )na !8a)a$-5n '!8-a *! !"(o" 4a$(o'!" )na

!8a)a$-5n -n-$-a *! $5o "! !n$)!n('a a !'!"a *on*! a3o'ao", 9n "!'8-$-o

$on $a-*a* o'a'# .)! n)!"('o" $-!n(!" '!'!"!n,

B1) ENFOUES

IKIPEDIA 201 PROMOCION DE VENTAS& *-"on-3! !n? !*o ! 1B *!

ao *! 201 a a" B

“La 'oo$-5n *! 8!n(a" !" )na %!''a-!n(a o 8a'-a3! *! a !z$a *!

'oo$-5n $o)n-$a$-5n $o!'$-a& $on"-"(! !n -n$!n(-8o" *! $o'(o azo& a o"

$on")-*o'!"& a o" -!3'o" *! $ana *! *-"('-3)$-5n o a o" !.)-o" *! 8!n(a"&

.)! 3)"$an -n$'!!n(a' a $o'a o a 8!n(a *! )n 'o*)$(o o "!'8-$-o,

O37!(-8o" *! a 'oo$-5n *! 8!n(a" 'oo$-5n a $-!n(!

Lo" o37!(-8o" "on a"o$-a*o" !n!'a!n(! $on '!")(a*o" 8!n(a *! $o'(o azo&

no $on '!")(a*o" !'an!n(!" a'o", En a 'oo$-5n *! 8!n(a" "! *an !n('!

o('o" o" "-)-!n(!" o37!(-8o"?

A)!n(a' a" 8!n(a" !n ! $o'(o azo

A)*a' a a)!n(a' a a'(-$-a$-5n *! !'$a*o !n ! a'o azo

Lo'a' a ')!3a *! )n 'o*)$(o n)!8o

Ro!' a !a(a* *! $-!n(!" *! a $o!(!n$-a

An-a' ! a)!n(o *! 'o*)$(o" aa$!na*o" o' ! $-!n(!

R!*)$-' !-"(!n$-a" 'o-a"

Ro!' !"(a$-ona-*a*!"

Coa3o'a' a a 4-*!-za$-5n

Mo(-8a' a *!(a-"(a" a'a .)! -n$o'o'!n n)!8o" 'o*)$(o" a ") o4!'(a Lo'a' ao'!" !"4)!'zo" 'oo$-ona!" o' a'(! *! o" *!(a-"(a"

Lo'a' ao' !"a$-o !n !"(an(!'a" *! o" *!(a-"(a"

Lo'a' ao' aoo *! !.)-o *! 8!n(a" a'a 4)()'a" $aaa"

B2) H&rr"<(&%."9 $& +" ,r<#(% $& &%."9

E-"(!n n)!'o"a" %!''a-!n(a" )(--za*a" !n a 'oo$-5n *! 8!n(a"& !n('! o('a"? M)!"('a"? En('!a 'a()-(a --(a*a *! )n 'o*)$(o o "!'8-$-o a'a ") ')!3a

20



C)on!"? Va!" $!'(-4-$a*o" .)! )!*!n "!' )(--za*o" a'a aa' a'(! *! '!$-o

*! 'o*)$(o o "!'8-$-o

R!3o"o"? o4!'(a *! *!8o)$-5n *! a'(! *! *-n!'o aa*o o' ! 'o*)$(o o

"!'8-$-o, G!n!'a!n(! !n a "-)-!n(! $o'a

P'!$-o *! a.)!(!? R!3a7a *! '!$-o" a'$a*a *-'!$(a!n(! !n ! !n8a"! o

!(-.)!(a

P'!-o"? ;-!n!" 'a()-(o" o a '!$-o '!*)$-*o .)! "! a'!an a 'o*)$(o o

"!'8-$-o 3a"!

R!ao" )3-$-(a'-o"? A'($)o" (-!" $on a a'$a o oo *! an)n$-an(! .)! "!

!n('!an 'a()-(a!n(! a ")" $-!n(!"& 'o"!$(o" o )3-$o !n !n!'a

P'!-o" a a 4-*!-*a*? P'!-o !n *-n!'o& !"!$-! o $on*-$-on!" o' ! )"o

%a3-()a *! o" 'o*)$(o" o "!'8-$-o" *! )na $oaa

P'oo$-5n !n ! )a' *! 8!n(a"? Eo"-$-on!" *!o"('a$-on!" !n ! )n(o *!

8!n(a

D!"$)!n(o"? R!*)$$-5n *! '!$-o *! )n 'o*)$(o o "!'8-$-o& 8#-*o o' )n

(-!o

E8!n(o"? >!'-a" Con8!n$-on!" a'a 'oo$-ona' o"('a' 'o*)$(o"

"!'8-$-o"

Con$)'"o" *! 8!n(a? $on$)'"o" !n('! 8!n*!*o'!" o !n('! -!3'o" *! $ana

A"o$-a$-5n *! 'o*)$(o? '!aa' )na )!"('a o )n o3"!.)-o a $-!n(! .)! a-!n(!

a 8!n(a $o'a

9na *! a" 'oo$-on!" *! 8!n(a 4)! a '!a-za*a o' Lan* Ro8!' $)an*o "! )n-5

a Ca! (a3a$o !n ! 'a Ca! T'o%, La 4-'a '!a-z5 8a'-a" !n ao"

an(!'-o'!" *an*o a"-"(!n$-a a o('a" !!*-$-on!"& !'o !n ! Ca! T'o% )*o

o"('a' !7o' a" $aa$-*a*!" 'o3)"(!z *! ")" 8!%$)o"&2 #" an& (!n-!n*o !aoo )(--ona'-o *! )na (a3a$a!'a $oo a !"(a*o)n-*!n"! .)! o"('5 ")"

#.)-na" !n (!!8-"-5n o('o" !*-o",

S!n L5!z Pa"(o' 1FFJ& , B02& a 4-na!" *! o" ao" 1F0 o" 'an*!"

4a3'-$an(!" a)(oo8-"(-$o" %a3an "a()'a3an ! !'$a*o $on 8!%$)o" )(--(a'-o",

La" 8!n(a" $o!nza3an a !"(an$a'"! o $o''an !-'o *! %a$!'o !n )n 4)()'o

'5-o, To*a" a" a'$a" n!$!"-(a3an )n n)!8o "!!n(o& (a3-+n aa*on-$%o *! !'$a*o& .)! '!=-)"a'a a 4a$()'a$-5n $on n)!8o" o*!o" no

21



$o!'$-a-za*o" %a"(a !n(on$!" o $o!'$-a-za*o" a'a 3-$o" -no'-(a'-o",n, 1

D! a -"a 4o'a& 'o"-)! L5!z Pa"(o'& a '-.)!za *! 8a'-o" a"!" %a3a

")3-*o o ")4-$-!n(! $oo a'a $'!a' )n !'$a*o *! o(!n$-a!" $o'a*o'!" $on

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23



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a'$a *!(!'-na*a a'a "a(-"4a$!' o" *!"!o" n!$!"-*a*!" .)! "! '!.)-!'!,

24



2)5 S(9.&<" $& H(,.&9(9:

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a !'!"a IASACORP= GLITTER "!*! – H)#n)$o 2016

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2)6 OPERACIONALIJACION DE VARIABLES D-!n"-on!" ! In*-$a*o'!"

25



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T!n-!n*o !n $)!n(a a !(o*ooa *! a -n8!"(-a$-5n& ! '!"!n(! !"()*-o !" )na

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V!n(a",

S!n #-na ! *!4-n!& SAMPIERI 2013 a -n8!"(-a$-5n *! (-o

a-$a*a -n*-$a .)! a 4-na-*a* !" a '!"o)$-5n *! 'o3!a" '#$(-$o"

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(%,e*(ia+ . gene*a+,en$e (%,p*%,e$i&a en +a bús/#e&a &e s%+#(i%nes a

#n p*%b+e,a espe(-fi(%0 en e+ (%n$e1$% &e +%s $ip%s &e in'es$iga(i)n es

ne(esa*i% e1p+i(i$a* +%s $ip%s &e in'es$iga(i)n . s# *e+a(i)n (%n +as

p*in(ipa+es f%*,as %*gani2a(i%na+es 'in(#+a&as (%n +as ,is,as3

%(("?//3oo",oo!,$o,!/3oo"-*Z6CXAAAAIAA HYPERLINK

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3)1)1 E%'/&:

C/"%.(.".( *!3-*o a .)! no" 8a a !'-(-' $)an(-4-$a' ! 'a*o .)! "! *!"!a

a$anza'& $on a a-$a$-5n Ma'!(-n D--(a a" V!n(a", .)! "! a$anza,

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*e(%+e((i)n . e+ aná+isis &e &a$%s pa*a (%ne($a* p*eg#n$as &e

in'es$iga(i)n . p*%ba* 4ip)$esis es$ab+e(i&as p*e'ia,en$e . +a (%nfian2a

en +a ,e&i(i)n n#,5*i(a e+ (%n$e1$% . e+ #s% &e +a es$a&-s$i(a pa*a

in$en$a* es$ab+e(e* (%n e1a($i$#& pa$*%nes en #na p%b+a(i)n3

%(("?//3oo",oo!,$o,!/3oo"-*ZF9D[P!9aMC HYPERLINK

3)1)2 A+#"%#& N(&+

N(&+ $& (%&9.(="#(% $&9#r(,.("

E"(! ('a3a7o !" *! $a'#$(!' D!"$'-(-8o a .)! *a a -n4o'a$-5n *! a !'!"a,

27

http://es.slideshare.net/ligiavargas/proyecto-de-investigacin-roberto-hernandez-sampieri-77-ppt


https://books.google.com.pe/books?id=6CZkAAAAIAAJ&pg=PA3&dq=tipos+de+investigacion&hl=es&sa=X&ved=0ahUKEwjouoyi4aTMAhXHTSYKHQaXAO0Q6AEITTAJ#v=onepage&q=tipos%20de%20investigacion&f=false

https://books.google.com.pe/books?id=9UDXPe4U7aMC&pg=PA59&dq=enfoque+cuantitativo&hl=es&sa=X&ved=0ahUKEwj5gtux5KTMAhVCQCYKHV_UAwwQ6AEIITAB#v=onepage&q=enfoque%20cuantitativo&f=false



https://books.google.com.pe/books?id=6CZkAAAAIAAJ&pg=PA3&dq=tipos+de+investigacion&hl=es&sa=X&ved=0ahUKEwjouoyi4aTMAhXHTSYKHQaXAO0Q6AEITTAJ#v=onepage&q=tipos%20de%20investigacion&f=false

https://books.google.com.pe/books?id=9UDXPe4U7aMC&pg=PA59&dq=enfoque+cuantitativo&hl=es&sa=X&ved=0ahUKEwj5gtux5KTMAhVCQCYKHV_UAwwQ6AEIITAB#v=onepage&q=enfoque%20cuantitativo&f=false



3)1)3 D(9&:

No E!'-!n(a ('an"8!'"a D!"$'-(-8o& o'.)! "! *a !n )n "oo o!n(o,

3)2 P;+"#(%

A) P;+"#(%

La p$8laci&n del presente tra8a:$ de investigaci&n. est/n c$nstituidas ;<

clientes de la empresa GLITTER- c$. m/s ; emplead$s de la empresa=

D$nde la muestra va ser igual a la p$8laci&n=

B) M/&9.r": NZ @0

EZ @

Po' ('a(a'"! *! )na o3a$-5n 4-n-(a "!!$$-ona*a !*-an(! a

(+$n-$a *! )!"('!o No 'o3a3-"(-$o -n(!n$-ona,

3)3 T#%(#"9 & I%9.r/<&%.9 $& R&#+&##(% $& D".9

F/&%.&9 Pr(<"r("9

En('!8-"(a"

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L-3'o" !"!$-a-za*o"

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In(!'n!(

An(!$!*!n(!" *! ('a3a7o

SISTEMATIJACI*N BIBLIOGRÁFICA

T+$n-$a !*-an(! a $)a "! '!$a3o -n4o'a$-5n a$()a-za*a '!"!$(o a a

-n8!"(-a$-5n& !*-an(! ! $)a "! )*o $on"(')-' ! a'$o (!5'-$o& !8an*o a $a3o

28



an#-"-" *! $on(!n-*o" *o$)!n(a!" -3'o"& .)! !'-(-5 (!n!' -*!a" #" $a'a"

'!"!$(o a (!a)

INSTRUMENTO:

FICHAS: S! 4-$%a'on *-4!'!n(!" (!(o" a'a (!n!' )na ao' o'*!n 4a$--*a* *!

'!$o!$$-5n *! *a(o"& (a3-+n "! 4-$%a'on '!8-"(a" )(--zo -n4o'a$-5n !*-an(!

! )"o *! -n(!'n!(& a'a )!o a'a' 4-$%a" *! $o!n(a'-o" 'o-o",

ENCUESTA: S! a-$a'# a o" !'!"a'-o" *! ')3'o *! $o"+(-$o" a'a a o"

$-!n(!"& $on a 4-na-*a* *! '!$o!' -n4o'a$-5n ")4-$-!n(! n!$!"a'-a *! a'(! *!

$a*a )no *! !o" $on '!"!$(o !n ! .)! a$(an "! *!"!n8)!8!n,

LOS CUESTIONARIOS: )! $on(-!n!n )n $on7)n(o *! '!)n(a" !n ") ao'

a'(! $!''a*a"& .)! "!'#n a-$a*o" a o" !'!"a'-o" $-!n(!" a'a (!n!'

-n4o'a$-5n *! '-!'a ano)

ESCALAS DE ACTIVIDADES: D! )"a !"(a (+$n-$a *! !"$aa a'a (!n!' )na

ao' $!'(!za !n a $on4-a3--*a* *! o" *a(o" o3(!n-*o")

LA ESCALA DE LIKERT: Laa*a (a3-+n *! )n()a$-on!" ")a*o"& $on"-"(!

!n )na -"(a *! $)!"(-on!" *! -)a 8ao' a a" .)! "! %a *!"-na*o '!8-a!n(!

)na )n()a$-5n a'a $a*a '!")!"(a .)! "! )(--za $oo !n$)!"(a *! o-n-5n a'a

'!-"('a' ! 'a*o *! a$)!'*o o *!"a$)!'*o '!"!$(o a )na $on*)$(a *!(!'-na*a,

3)5 T#%(#"9 ,"r" &+ Pr#&9"<(&%. A%@+(9(9 $& +" I%'r<"#(%

Pa'a '!a-za' ! 'o$!"a-!n(o o"(!'-o' '!"!n(a$-5n *! *a(o" '!$o!$(a*o"& *!

a" *-8!'"a" 4)!n(!"& .)! "!'#n n!$!"a'-o" a'a ! an#-"-" ! -n(!''!(a$-5n $a'a

'!$-"a *! a -n4o'a$-5n& "! )(--za'a a !"(a*"(-$a?

E9."$9.(#" $&9#r(,.("

= G'#4-$o" *! Pa'!(o= P'o'aa *! """

29



Define según página web 3E+ &iag*a,a &e Pa*e$% es #na 4e**a,ien$a

&e aná+isis /#e a.#&a a $%,a* &e(isi%nes en f#n(i)n &e p*i%*i&a&es e+

&iag*a,a se basa en e+ p*in(ipi% en#n(ia&% p%* 6i+f*e&% Pa*e$% /#e

&i(e7 !E+ 89: &e +%s p*%b+e,as se p#e&en s%+#(i%na* si se e+i,inan e+

;9: &e +as (a#sas /#e +%s %*iginan3 < 4$$p7==www>/#ees>inf%=&iag*a,a?

&e?pa*e$%>4$,+ @

Define según página web 3E+ &iag*a,a &e Pa*e$% $a,bi5n ++a,a&%

(#*'a (e**a&a % Dis$*ib#(i)n A??C es #na g*áfi(a pa*a %*gani2a*

&a$%s &e f%*,a /#e es$%s /#e&en en %*&en &es(en&en$e &e i2/#ie*&a a

&e*e(4a . sepa*a&%s p%* ba**as> Pe*,i$e asigna* #n %*&en &e

p*i%*i&a&es 3 < 4$$ps7==es>wiBipe&ia>%*g=wiBi=Diag*a,a&ePa*e$% @>

Según página web &efine " E+ spss es #n p*%g*a,a es$a&-s$i(%

inf%*,á$i(% ,#. #sa&% en +as (ien(ias s%(ia+es . +as e,p*esas &e

in'es$iga(i)n &e ,e*(a&%> O*igina+,en$e SPSS f#e (*ea&% (%,% e+

a(*)ni,% &e S$a$is$i(a+ Pa(Bage f%* $4e S%(ia+ S(ien(es a#n/#e $a,bi5n

se 4a *efe*i&% (%,% 3S$a$is$i(a+ P*%&#($ an& Se*'i(e S%+#$i%ns3 <Pa*&%

A> R#i2 M>A> ;99; p> @> Sin e,ba*g% en +a a($#a+i&a& +a pa*$e

SPSS &e+ n%,b*e (%,p+e$% &e+ s%f$wa*e <IM SPSS@ n% es a(*)ni,% &e

na&a3 < 4$$ps7==es>wiBipe&ia>%*g=wiBi=SPSS @>

CAPITULO IV)- RESULTADOS

5)1 Pr#&9"<(&%. $& D".9 $)a*'o !"(a*"(-$o $on ") '!"!$(-8o an#-"-" !-n(!''!(a$-5n

30

http://www.quees.info/diagrama-de-pareto.html


https://es.wikipedia.org/wiki/Diagrama_de_Pareto

https://es.wikipedia.org/wiki/SPSS



https://es.wikipedia.org/wiki/Diagrama_de_Pareto

https://es.wikipedia.org/wiki/SPSS



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CUADRO N° 1

¿Conoce usted el diseño de la página?

31



Frecuencia PorcentajePorcentaje

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acu!ulado

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#rá$ico %1

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&nterpretaci'n( En el cuadr$ n<? ) grafic$ n? descri8en p$r niveles l$s

p$rcenta:es de l$s encuestad$s= D$nde el ?<<B de l$s encuestad$s

c$ntestar$n 'ue si tienen c$n$cimient$ del dise($ de la p/gina= Ent$nces

p$dem$s decir 'ue la ma)$r%a de encuestad$s tiene c$n$cimient$ de la p/gina

e8 de la Organi1aci&n aciend$ m/s f/cil el pr$ces$ ) c$mprensi&n del

pr$8lema=

)aces co!pras a tra*s del internet

32



CUADRO N 02

Fr&#/&%#(" Pr#&%.">&Pr#&%.">&

@+($

Pr#&%.">&

"#/</+"$

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S- 11 BB&0 BB&0 100&0

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GRÁFICO N 02

Fuente: grafco N°02

Elaboración: Propia del investigador

I%.&r,r&."#(%: En ! $)a*'o n02 '#4-$o n02 *!"$'-3!n o' n-8!!" o" o'$!n(a7!"*! o" !n$)!"(a*o", Don*! ! BBW *! o" !n$)!"(a*o" $on(!"(a'on .)! '!a-za'on$o'a" o' -n(!'n!(, Y ! BW no %a '!a-za*o $o'a" o' -n(!'n!(, En(on$!" o*!o"*!$-' .)! a ao'a *! !n$)!"(a*o" '!a-za'on $o'a" o' -n(!'n!(,

33



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CUADRO N 03


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Porcentaje

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GRÁFICO N 03

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35



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GRÁFICO N 0


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2a in$or!aci'n de la e!presa lo puedes er a tra*s de lasdiapositias !ás utili.adas

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2os !ensajes 5ue le -rinda la e!presa lo ace a tra*s de suscontactos de tel*$ono o alguna red social

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.)! a ao'a *! !n$)!"(a*o" )(--zan #-na" !3 *! 3)"$a '#-*a& $on8-'(-!n*o !n !

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GRÁFICO N 12


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CUADRO N 13


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CUADRO N 15


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GRÁFICO N 15

Fuente: r!fco N° 14

Elaboración: Propia del investigador

45






.)! a ao'a *! !n$)!"(a*o" )(--zan #-na" !3 *! 3)"$a '#-*a& $on8-'(-!n*o !n !$-!n(! !n )n $-!n(! *--(a ! -n4o'a*o,

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CUADRO N 1


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I%.&r,r&."#(%: En ! $)a*'o n1B '#4-$o n1B *!"$'-3!n o' n-8!!" o" o'$!n(a7!"


Usted está identi$icado con la e!presa

CUADRO N 16


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GRÁFICO N 16


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)(--za" a'a $o'a' (-!n!n )na )(--za$-5n *! 3)"$a '#-*a, En(on$!" o*!o" *!$-' .)! a ao'a *! !n$)!"(a*o" )(--zan #-na" !3 *! 3)"$a '#-*a& $on8-'(-!n*o !n !

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2e parece interesante la interacci'n de la página con usted

CUADRO N 1


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#R;F&CO 1<

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&nterpretaci'n( En el cuadr$ n? ) grafic$ n? descri8en p$r niveles l$s

p$rcenta:es de l$s encuestad$s= D$nde el ?<<B de l$s encuestad$s

c$ntestar$n alt$5 es decir. califican al marketing digital c$n un nivel alt$ de

influencia en las ventas=

CUADRO 71

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Ela8$raci&n@ Pr$pia del investigad$r

#R;F&CO 7%

4uente@ Cuadr$ ?Ela8$raci&n@ Pr$pia del investigad$r

&nterpretaci'n( En el cuadr$ n>< ) grafic$ n>< descri8en p$r niveles l$s

p$rcenta:es de l$s encuestad$s= D$nde el JB de l$s encuestad$s c$ntestar$n

alt$ ) el ?B c$ntestar$n ,edi$5 es decir. califican a las ventas c$n un nivel

alt$ de influencia del marketing digital=

5)2 C%.r"9."#(% $& H(,.&9(9 ,r/&;" $& H(,.&9(9:

Pa'a o*!' $on('a"(a' a %-5(!"-" "! a-$5 a ')!3a *! $o''!a$-5n *! P!a'"on&

(oan*o !n $)!n(a ! $'-(!'-o *! 8ao' *! P S-n-4-$a$-5n 3-a(!'a, Pa'a o*!'

'!$%aza' o a$!(a' a %-5(!"-" n)a,

Cr(.&r(:

53



S! '!$%aza a %-5(!"-" n)a "- ! 8ao' *! P !" !no' a 0,0B, D!3-*o a .)! 0,0B !" a

"-n-4-$a$-5n 3-a(!'a, S!"o !" ! !''o', Y a $on4-anza !" *! FBW,

5)2)1 Pr/&;" $& H(,.&9(9 G&%&r"+

• H" KE Ma'!(-n D--(a -n4)! *! an!'a o"-(-8a !n a" 8!n(a" *! a !'!"a

IASACORP= GLITTER "!*! – H)#n)$o 2016,• H E Ma'!(-n D--(a no -n4)! *! an!'a o"-(-8a !n a" 8!n(a" *! a

!'!"a IASACORP= GLITTER "!*! – H)#n)$o 2016,

CORR62AC&ON6" 8AR&A926

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8AR&A926

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" >< ><

8AR&A926F&D62&DAD

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alta de <=> entre las varia8les ,arketing Digital influ)e de manerap$sitiva en las ventas de la empresa IASACORP- GLITTER sede 9

u/nuc$ ><?H=

54



CAPITULO V

DISCUSI*N DE RESULTADOS

L)!o *! an#-"-" *! *a(o" *! 'o3!a ")7!(o a a -n8!"(-a$-5n "! )!*! an(!a' a

"-)-!n(! *-"$)"-5n !n $)an(o a 'a*o *! $on('a"(! *! !"(o" $on$!(o" $on o" $on$!(o"

*! o" a)(o'!" $-(a*o" !n n)!"('o '!"a*o (!5'-$o,

Ta $oo %a$! !n$-5n ! a*'! *! a'!(-n& PHILIP KOTLER 200B& a, 1@& !n") -3'o “PRINCIPIOS DE MARKETING” no" !n$-ona .)! ! a'!(-n !"& “9n

'o$!"o !n ! $)a )n ')o *! -n*-8-*)o" -n(!'$a3-a 3-!n!" "!'8-$-o" a'a "a(-"4a$!'

")" n!$!"-*a*!"”, Pa'(-!n*o *! )na '!8-"-5n *! a -(!'a()'a "o3'! ! $on$!(o& !

'!"!n(! ('a3a7o 'o4)n*-za a an!'a $oo a !'!"a ISACORP S,A *! )na *! ")"

(-!n*a" #" $ono$-*a" a n-8! na$-ona GLITTER& !n$a'a*a *! -n(!'$a3-a' 3-!n!"

"!'8-$-o" a ('a8+" *! )"o *! )n "-(-o !3 a'a *a' a $ono$!' o" 'o*)$(o" .)! on! a a

8!n(a, E"(a" a4-'a$-on!" *! !n$-ona*o a)(o' $o''o3o'a'on $on a" !n$)!"(a" *!

('a3a7o *! $ao !n '!a$-5n a *-"!o *! a !3"-(!, Don*! ! 100W *! o" !n$)!"(a*o"

$on(!"(a'on .)! "- (-!n!n $ono$--!n(o *! *-"!o *! a #-na $oo "! o3"!'8a !n !

$)a*'o n01 ! '#4-$o n01, S! o*'a *!(!'-na' .)! $on a a-$a$-5n *! a (!"-"

o*'!o" !7o'a' a" 8!n(a" *! a !'!"a o a !no" ! $-!n(! !"(a'a #" !n(!'a*o *!

o" 'o*)$(o" 'oo$-on!"& a'a o'a' !n a !n(! *! $on")-*o' )na 4-*!-za$-5n

*! a'$a, E"(o )!*! "!' $o''o3o'a*o o' ! 0,F2B .)! o3()8o a $o''!a$-5n *! a

8a'-a3! a'!(-n *--(a !n '!a$-5n *! a 8a'-a3! 8!n(a",

S!n MILTON VELA VALENCIA 201@ VI Con'!"o -n(!'na$-ona *! Ma'!(-n =

Ma'!(-n D--(a? R!(o" !n ! N)!8o M-!n-o *! a" Con!-on!", A4-'a .)! “n)!"('a

8-"-5n !" $'!a' )n )n*o $!n('a*a !n ! $-!n(!”, E" *!$-'& ! 4!n5!no o3a-za$-5n

%a$! .)! $a*a 8!z #" a" !'!"a" 3)".)!n ! 3!n!4-$-o a'a ")" $-!n(!" '!$)''an a

a(a4o'a" !n -n(!'n!( .)! )!*an $o'a' 'o*)$(o" 8a -n(!'n!(, Pa'a 3!n!4-$-a' a

$-!n(! +"(! no (!na a n!$!"-*a* *! ('a"a*a'"! %a"(a ! )n(o *! 8!n(a, E"(a"a4-'a$-on!" *! !n$-ona*o a)(o' $o''o3o'a'on $on a" !n$)!"(a" *! ('a3a7o *! $ao

55



• A*!#"& "! o3"!'85 .)! $)an*o "! $on$'!(a )na 8!n(a "! %a$! ! "!)--!n(o a

n)!"('o" $-!n(!" "! o3(-!n! )n 'a*o *! 4-*!-za$-5n .)! %a$! .)! ! $-!n(!

'!-(a a $o'a,

RECOMENDACIONES

D! a$)!'*o a o" o37!(-8o" an(!a*o" a '!")(a*o *! o" *a(o" ")7!(o" a

-n8!"(-a$-5n o3(!n-*o *)'an(! ! *!"a''oo *! 'o!$(o *! (!"-", S! )!*!n

!"(a3!$!' a" "-)-!n(!" '!$o!n*a$-on!"?

• A-!n(a' $on"(an(!!n(! a #-na !3 a" '!*!" "o$-a!" *! a !'!"a $on

-n4o'a$-5n *! -n(!'+" *! $-!n(!& a .)! a$()a-zan*o $on"(an(!!n(! ! $-!n(!

)!*a (!n!' -n4o'a$-5n 8!'*-$a )!*a -n4)!n$-a' !n ") $o'a o"(!'-o'

4-*!-za$-5n,• P'o$)'a' .)! o" *-"!o" *! o" 'o*)$(o" !)!"(o" !n a #-na !3 '!*!"

"o$-a!" no "a()'!n a -a!n ! !n"a7! no "!a *-"(o'"-ona*o o' )n !$!"o *!

-n4o'a$-5n,• In4o'a' a o" *)!o" *! 'an o(!n$-a .)! )a'*a $on"-o ! -n(!'n!( )!"(o

.)! !"(! !*-o a)*a a )na !'!"a a !a' a (o*o" ")" $-!n(!"& a*!#" *!

$a(a' )$%o" #",• A'o8!$%a' .)! o" o(!n$-a!" $-!n(!" '!a-zan $o'a" o' -n(!'n!( a"

3'-n*a' 'oo$-on!" o4!'(a" a'a $on$'!(a' )na 8!n(a on-n!,

57



REFERENCIA BIBLIOGRÁFICA

W REFERENCIA BIBLIOGRÁFICAS +(;r9)

= ;on-a& E 2012, M!7o'a $on(-n)a *! o" 'o$!"o", P'-!'a a*-$$-5n, L-a?

E*-(o'-a 4on*o !*-(o'-a,

= M-$& O 2012, Lo" "!$'!(o" *! +-(o *! $oa$%-n, P'-!'a !*-$-5n, M!-$o?

!*-(o'-a TRILLAS,

= CHIAVENATO& I*a3!'(o, G!"(-5n *! (a!n(o %)ano, ;oo(a? M$ G'a

H-, 200@, B

= I3a''a& A 2012, Pan!a-!n(o !"('a(+-$o ") '!a$-5n $on a !"(-5n *! a

$a-*a* *! a In"(-()$-5n E*)$a(-8a K)ao(o, 9n-8!'"-*a* *! -a

= A'aa& A 200F D-"!o *! )n "-"(!a *! !*-$-5n !7o'a-!n(o *! $a-*a* *!

"!'8-$-o !n $n-$a )$ "an Ca'o" *! Ao.)-n*o,

= Ma)'& 200J, Caa$-(a$-5n !'!"a'-a *!"!!o a3o'a !n !

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W REFERENCIA BIBLIOGRÁFICAS DE PÁGINAS EB

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58



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%((?//,ono'a4-a",$o/('a3a7o"62/a*-n-"('a$-on/a*-n-"('a$-on2,"%(\-

zz@a$EP7P;

59

http://www.negociosyemprendimiento.org/2014/08/herramientas-administracion-moderna.html


http://administracionmoderna.bligoo.es/tag/coaching

http://reingeneri.blogspot.com/2013/10/importancia-de-la-reingeneria-la.html

http://www.eptisa.com/ficheros/los-enfoques-pro-desarrollo-en.pdf

http://www.alejandrogonzalez.com.ar/especiales/Calidad%20y%20Mejora%20Continua.pdf


http://es.slideshare.net/ABENITES/2-mejora-continua

http://motivaciongerencia.blogspot.com/2011/09/carcateristica-de-la-motivacion.html


http://www.monografias.com/trabajos62/administracion/administracion2.shtml




http://administracionmoderna.bligoo.es/tag/coaching

http://reingeneri.blogspot.com/2013/10/importancia-de-la-reingeneria-la.html

http://www.eptisa.com/ficheros/los-enfoques-pro-desarrollo-en.pdf



http://es.slideshare.net/ABENITES/2-mejora-continua







= Azoa& R)3+n, 2010, Ca'a$(!'"(-$a" *! Coa$%-n, Do$)!n(a*o !n n!a&

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$a'a$(!'-"(-$a"=*!=$oa$%-n=!4-$az/

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%((?//,n!o$-o"!'!n*--!n(o,o'/201/0J/%!''a-!n(a"=a*-n-"('a$-on=

o*!'na,%(

60

http://marcaladiferencia.com/las-10-caracteristicas-del-coaching-eficaz/



http://enfoquesdeadministracion.blogspot.com/





http://enfoquesdeadministracion.blogspot.com/





ANE7OS

C/"$r D& Pr&9/,/&9.:

DETALLES COSTOS SX CANTIDAD TOTALUTILIDADES DE ESCRITORIO :

LAPICEROS 1,00 9n-*a*!" ,00LAPIX 0,B0 2 9n-*a*!" 1,00

;ORRADORES 1,B0 1 9n-*a* 1,B0RESALTADORES @,00 2 9n-*a*!" B,00

REGLAS 1,00 1 9n-*a* 1,00

>OLDER 0,0 6 9n-*a*!" B,60PAPEL ;OND A B,00 9n $-!n(o B,00

RECURSOS BIBLIOGRAF8COS:LI;ROS 12,00 9n -3'o 12,00

REVISTAS B,00 2 9n-*a*!" 10,00INTERNET 1,00 %o'a 120 %o'a" 120,00

COPIAS 0,10 200 %o7a" 20,00IMPRESION 0,@0 1J0 %o7a" B,00ANILLADO 2,00 1 9n-*a* 2,00

RECURSOS HUMANOS:

ASESOR J00,00 J00,00OTROS :PASAES ========= ========= B0,00

VITICOS ========== ========= @0,00TOTAL GENERAL 1121)10

61



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en las ventas de la empresa

IASACORP- GLITTER sede

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en las ventas de la empresa=

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El ,arketing Digital influ)e de

manera p$sitiva en las ventas de la

empresa IASACORP- GLITTER

sede 9 u/nuc$ ><?H

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sede u/nuc$ ><?H

ON3ETI0O ESPECI4ICO@

Determinar la influencia del siti$ e8

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IASACORP- GLITTER sede u/nuc$

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u/nuc$ ><?H=

IPOTESIS ESPECI4ICAS@

La creaci&n del sit i$ e8 de

manera p$sitiva en las ventas de la

empresa IASACOPR- GLITTER

sede u/nuc$ ><?H=

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El sms- marketing influ)e de

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“MARKETING DIGITAL Y NIVEL DE VENTAS DE LA EMPRESA IASACORP INTERNATIONAL SA GLITTER – HCO/...

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