Marketing de servicios en las empresas de servicios especializados en la ciudad de Medellín

Abstract

In the this article about investigation aims to identify the way in which companies of specialty services in the city of Medellin use services marketing for the definition and implementation of their strategies. Will analyze which is the contribution of companies of specialty services of Medellin from the financial point, versatility of the services that they offer and level of occupation that gives the city of Medellin. Taking as reference the theories set forth by the main authors and theoreticians of the marketing will be able to compare the use and importance that give companies of services to some basic elements of the strategic marketing of services. The differentiated use of the tools that suggests the marketing of services, is of vital importance for the economic development of the region, since Medellin’s service sector shows multiple opportunities, it has sustained growth and has become one of the greatest commercial of the country (Cámara de Comercio de Medellín, 2013). It is so the same importance is reflected in the inclusion of the companies of services in the different entrepreneurship programs that the city of Medellín is encouraging, one of these is the Culture E. The creation of Culture E follow the necessity of revitalizer the Medellin’s city economy through the creation of innovative companies that are pointing to the demand of the environment and the value for many products and services (Cultura E, 2014). This need has been detected in the decreasing economic behavior presented in the city in the last years. This demands that the companies of this sector should communicate in an effective way its portfolio, looking for permanence in a growing and demanding market both nationally and internationally.