Resumen

FLORES MAMANI, Emilio  y  YAPUCHURA SAICO, Cristóbal Rufino. CITY PRODUCT MANAGEMENT AS AN ELEMENT OF ECOLOGICAL MARKETING IN THE PERCEPTION OF FOREIGN VISITORS TO PUNO. Cuad. urbano [online]. 2019, vol.27, n.27, pp.87-110.  Epub 01-Jun-2019. ISSN 1853-3655.  http://dx.doi.org/10.30972/crn.27274120.

The article deals with the perception of the city product as an element of ecological marketing by foreign visitors. The objective of the study was the determination of the perception of foreign visitors about the management of the Puno city product. The methodology used consisted of the quantitative, descriptive and explanatory method, and with the help of the Likert scale technique the field data were collected. The results find that the management of the elements of the city product only influences 28.4% in the perception, the rest being other factors. It is concluded that the management of the elements of the city product, such as green areas, transport system, sounds and visuals, as well as solid waste does not significantly influence the perception of foreign visitors.

Palabras clave : Green marketing; city marketing; marketing management.

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