Resumen

CANEDO AVILA, Ximena Alejandra. Commercial strategies implemented in public spaces not intended for trade . Investigación y Negocios [online]. 2019, vol.12, n.20, pp.159-198. ISSN 2521-2737.

Abstract The present research aimes to analyze the marketing strategies implemented by producer or intermediaries that as merchants settle in public spaces in the city of Sucre-Bolivia in to markets: Central Market and Campesino Market. In this regard, the procedures used by the merchants were identified in order to achieve greater probability of sale, mainly evaluating the place variable with respect to the form and location of the products as a strategic element to have greater reach towards the consumer. In conclusion, it was determined that the invasion of the non-commercial public spaces is mainly due to the fact that the merchants seekto achieve greater visibility of their products in order to increase the level of interaction with their customers and materialize the sale.

Palabras clave : Public space; marketing strategies; invasion.

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