Marketing and positioning strategies for accounting firms of micro-entrepreneurs
DOI:
https://doi.org/10.56294/piii2025396Keywords:
marketing, positioning, strategic direction, marketing mix, microentrepreneursAbstract
Marketing strategies have the potential to increase the recognition of a business brand, depending on the strategic decisions taken, and can position a company prominently in the market. In this context, the objective of this study was to determine the relationship between marketing strategies and the positioning of accounting firms among microentrepreneurs in the district of Tarapoto. Methodologically, it was developed under a quantitative approach, with a type of applied research, non-experimental design and correlational level. The sample consisted of 384 microentrepreneurs, to whom a questionnaire was applied as a data collection instrument. As the main result, a significant and positive correlation (Spearman's Rho = 0.657) was found between marketing strategies and the positioning of accounting firms, with a statistical significance level of 0.001. In conclusion, the existence of a significant relationship between marketing strategies and the positioning of accounting firms among microentrepreneurs in Tarapoto was confirmed (p < 0.05).
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Copyright (c) 2025 Duberli Guevara-Rojas, José Murga-Montoya, Ángel Cárdenas-García, Segundo Fasanando-García, Orlando Terrones-Suarez (Author)
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