El texto completo de este trabajo no está disponible en el Repositorio Académico UPC por restricciones de la casa editorial donde ha sido publicado. / It has been found that the main causes of insufficient sales of different small and medium-sized enterprises (SMEs) is the low conversion rate of quotes into sales, which entails poor business performance and low economic impact. Therefore, a marketing methodology called inbound marketing is planned, which is modified and adapted to the case study. In contrast, tools such as ABC classification, workflow, and inbound marketing have been used as a structure of the proposed methodology to solve the problem. The implementation of this methodology resulted in an increased efficiency of quote development and an enhanced performance ratio thereof. In conclusion, it is possible to measure the financial impact of the methodology implementation which has been beneficial for the company under study. Business performance in the last month of implementation improved by 10%.
| Identifer | oai:union.ndltd.org:PERUUPC/oai:repositorioacademico.upc.edu.pe:10757/656372 |
| Date | 01 January 2020 |
| Creators | Galvez-Torres, Erika, Cruz-Alfaro, Milagros, Cespedes-Blanco, Carlos, Raymundo, Carlos, Mamani-Macedo, Nestor, Dominguez, Francisco |
| Publisher | Springer |
| Source Sets | Universidad Peruana de Ciencias Aplicadas (UPC) |
| Language | English |
| Detected Language | English |
| Type | info:eu-repo/semantics/article |
| Format | application/html |
| Source | Advances in Intelligent Systems and Computing, 1209 AISC, 167, 173 |
| Rights | info:eu-repo/semantics/embargoedAccess |
| Relation | https://link.springer.com/chapter/10.1007/978-3-030-50791-6_21 |
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