Analyses of Marketing Practices Applied by Micro entrepreneurs in the Locality of Rafael Uribe Uribe in Bogotá

Abstract

Presently, public administration in most developed countries is no longer the only one responsible for the welfare of society. Non-profit organizations, private companies and higher education institutions began to participate in the development of policies that generate an impact on business dynamics, especially in less favored sectors. The Marketing Program at Jorge Tadeo Lozano University, for instance, through the research field of “consumer studies”, develops projects that intend to contribute to the development of Colombian micro-enterprises. Accordingly, this article analyses the marketing practices implemented by micro-entrepreneurs from the Locality of Rafael Uribe Uribe, seeking to improve business competitiveness. For such purposes, the locality’s micro-entrepreneurs were identified by socio-economic affinities, the existing associative models were analyzed and, finally, marketing practices commonly applied among the study group were standardized