Comunicación para el mercadeo social campaña de RSE de la alianza microempresa Yunguilla y Maquipucuna

摘要

For the development of this Social Marketing campaign several visits were made to the sector of Yunguilla. It was necessary to speak with the directives in order to achieve a possible strategic alliance between Microenterprise Yunguilla and Maquipucuna Foundation whose objectives coincide.The proper step to make this alliance an exit was to create a Corporate Social Responsibility (CSR) campaign whose strategy was to organize a positioning event to present the alliance and the cause. For the development of the objectives ATL and BTL media where used.