<?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>2542-2987</journal-id>
<journal-title><![CDATA[Revista Scientific]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. Sci.]]></abbrev-journal-title>
<issn>2542-2987</issn>
<publisher>
<publisher-name><![CDATA[Instituto Internacional de Investigación y Desarrollo Tecnológico Educativo]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2542-29872024000200361</article-id>
<article-id pub-id-type="doi">10.29394/scientific.issn.2542-2987.2024.9.32.17.361-381</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Estrategias de Marketing para el Crecimiento de Microempresas de Muebles]]></article-title>
<article-title xml:lang="en"><![CDATA[Marketing Strategies for the Growth of Furniture Microenterprises]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cuesta Calderón]]></surname>
<given-names><![CDATA[Miguel Mauricio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Castillo Sojos]]></surname>
<given-names><![CDATA[Elena Patricia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Instituto Superior Tecnológico Particular Sudamericano, ITS  ]]></institution>
<addr-line><![CDATA[Cuenca ]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Instituto Superior Tecnológico Particular Sudamericano, ITS  ]]></institution>
<addr-line><![CDATA[Cuenca ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<volume>9</volume>
<numero>32</numero>
<fpage>361</fpage>
<lpage>381</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_arttext&amp;pid=S2542-29872024000200361&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_abstract&amp;pid=S2542-29872024000200361&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_pdf&amp;pid=S2542-29872024000200361&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este artículo analiza las estrategias de marketing aplicables en las microempresas del sector de producción de muebles en la ciudad de Cuenca, Ecuador. Se utiliza un enfoque cualitativo, exploratorio y una metodología documental y descriptiva. Se recopila información a través de Mystery Shopper, observación de locales y entrevistas a propietarios de microempresas. El análisis de los resultados permite diagnosticar la implementación de estrategias de marketing y su impacto económico. Se identifican desafíos como falta de inversión en marketing, técnicas y gestión de ventas deficientes, desconocimiento del producto y mejoras necesarias en habilidades blandas, marketing interno, atención al cliente y generación de experiencias. Se proponen estrategias de desarrollo de identidad de marca, presencia en línea, capacitación en ventas, uso de CRM (Gestión de Relaciones con el Cliente), investigación de mercado, definición de propuesta de valor, desarrollo de habilidades blandas, implementación de marketing interno, atención al cliente excepcional y generación de experiencias positivas. Las conclusiones resaltan la importancia de adoptar estas estrategias para mejorar el posicionamiento, ventas y crecimiento económico de las microempresas de muebles en Cuenca.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This article analyzes the marketing strategies applicable to microenterprises in the furniture production sector in the city of Cuenca, Ecuador. A qualitative, exploratory approach and a documentary and descriptive methodology are used. Information is gathered through Mystery Shopping, premises observation, and interviews with microenterprise owners. The analysis of the results allows diagnosing the implementation of marketing strategies and their economic impact. Challenges identified include lack of investment in marketing, poor sales techniques and management, product unfamiliarity, and needed improvements in soft skills, internal marketing, customer service, and experience generation. Strategies proposed include brand identity development, online presence, sales training, use of CRM (Customer Relationship Management), market research, value proposition definition, soft skills development, implementation of internal marketing, exceptional customer service, and positive experience generation. The conclusions highlight the importance of adopting these strategies to improve positioning, sales, and economic growth of furniture microenterprises in Cuenca.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[estrategias de comercialización]]></kwd>
<kwd lng="es"><![CDATA[microempresas]]></kwd>
<kwd lng="es"><![CDATA[industria del mueble]]></kwd>
<kwd lng="es"><![CDATA[competitividad empresarial]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[marketing strategies]]></kwd>
<kwd lng="en"><![CDATA[microenterprises]]></kwd>
<kwd lng="en"><![CDATA[furniture industry]]></kwd>
<kwd lng="en"><![CDATA[business competitiveness]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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