<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2959-9040</journal-id>
<journal-title><![CDATA[Revista Impulso]]></journal-title>
<abbrev-journal-title><![CDATA[Impulso]]></abbrev-journal-title>
<issn>2959-9040</issn>
<publisher>
<publisher-name><![CDATA[Universidad Privada Domingo Savio]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2959-90402023000100073</article-id>
<article-id pub-id-type="doi">10.59659/impulso.v.3i4.21</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Estrategia de Mezcla Promocional para mejorar la fidelización del cliente de La Comercial &#8220;A Y V&#8221; en la ciudad de Potosí.]]></article-title>
<article-title xml:lang="en"><![CDATA[Promotional Mix Strategy to improve customer loyalty of La Comercial &#8220;A Y V&#8221; in the city of Potosí.]]></article-title>
<article-title xml:lang="pt"><![CDATA[Estratégia de Mix Promocional para fidelizar os clientes da La Comercial &#8220;A Y V&#8221; na cidade de Potosí]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Oquendo Pari]]></surname>
<given-names><![CDATA[Wilson Ariel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Privada Domingo Savio  ]]></institution>
<addr-line><![CDATA[Potosí ]]></addr-line>
<country>Bolivia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>01</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>01</month>
<year>2023</year>
</pub-date>
<volume>3</volume>
<numero>4</numero>
<fpage>73</fpage>
<lpage>84</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_arttext&amp;pid=S2959-90402023000100073&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_abstract&amp;pid=S2959-90402023000100073&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_pdf&amp;pid=S2959-90402023000100073&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN En la actualidad es fundamental el diseño de estrategias de promocionales que ayuden a las empresas a posicionarse en el mercado. En muchos casos es necesario mezclar estas estrategias para alcanzar nuevos públicos y fortalecer la fidelización de los clientes. El objetivo de esta investigación es elaborar una estrategia de mezcla promocional para mejorar la fidelización del cliente de La Comercial &#8220;A y V&#8221; en la ciudad de Potosí. La investigación es de tipo mixto-descriptiva, se aplicó como instrumento un cuestionario y una guía entrevista para elaborar un diagnóstico. Donde se identificaron las causas de la fidelización de los clientes y se detectó que la empresa no cuenta con herramientas de mezcla promocional para poder realizar actividades promocionales. Las estrategias propuestas están centradas en: 4 áreas de actuación dirigidas a proyectar la empresa y difundir los productos. Estas son: publicidad, promoción de ventas, relaciones públicas y marketing directo.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT Currently, it is essential to design promotional strategies that help companies to position themselves in the market. In many cases it is necessary to mix these strategies to reach new audiences and strengthen customer loyalty. The objective of this research is to develop a promotional mix strategy to improve customer loyalty of La Comercial &#8220;A y V&#8221; in the city of Potosí. The research is of a mixed-descriptive type, a questionnaire and an interview guide were applied as an instrument to elaborate a diagnosis. Where the causes of customer loyalty were identified and it was detected that the company does not have promotional mix tools to carry out promotional activities. The proposed strategies are focused on: 4 areas of action aimed at projecting the company and disseminating the products. These are: advertising, sales promotion, public relations and direct marketing.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO Atualmente é fundamental desenhar estratégias promocionais que ajudem as empresas a posicionarem- se no mercado. Em muitos casos é necessário mesclar essas estratégias para atingir novos públicos e fortalecer a fidelização dos clientes. O objetivo desta pesquisa é desenvolver uma estratégia de mix promocional para melhorar a fidelização dos clientes de La Comercial &#8220;A y V&#8221; na cidade de Potosí. A pesquisa é do tipo mista-descritiva, um questionário e um roteiro de entrevista foram aplicados como instrumento para elaboração de um diagnóstico. Onde foram identificadas as causas da fidelização dos clientes e detectou-se que a empresa não possui ferramentas de mix promocional para realizar atividades promocionais. As estratégias propostas estão focadas em: 4 áreas de atuação que visam projetar a empresa e divulgar os produtos. São eles: publicidade, promoção de vendas, relações públicas e marketing direto.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Estrategia de promoción]]></kwd>
<kwd lng="es"><![CDATA[ventas]]></kwd>
<kwd lng="es"><![CDATA[fidelización.]]></kwd>
<kwd lng="en"><![CDATA[Marketing: Promotion strategy]]></kwd>
<kwd lng="en"><![CDATA[sales]]></kwd>
<kwd lng="en"><![CDATA[loyalty.]]></kwd>
<kwd lng="pt"><![CDATA[Estratégia de promoção]]></kwd>
<kwd lng="pt"><![CDATA[vendas]]></kwd>
<kwd lng="pt"><![CDATA[fidelização.]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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