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Incidence of administrative tools and marketing in microenterprise development of the province of Santa Elena of Ecuador

Abstract:

This qualitative and quantitative study was carried out to analyze the incidence of administrative tools and marketing in the development of Microenterprises in the province of Santa Elena, inductive and deductive methods were applied, using stratified probabilistic sampling, by the three cantons from the province. The results indicated that the micro companies that use marketing have a strategic advantage in the market and customers will choose to acquire their products and not from the competition.