Creative management for the development of social marketing as regional learning

Abstract

The article describes the creative management required for the industrial sector of Cúcuta, Colombia, within the perspective of social marketing. The methodology is based on the type of documentary and descriptive research, applied to a population. It was identified that the industrial sector of Cúcuta, given the weighted qualifications, is more endogenous than exogenous, it presents a greater orientation towards the attention of commitments with the internal environment, with a score of 3.5, than, towards the attention of commitments with the external environment, with a score of 2.8; requiring changes in the types of current management to improve their performance. Finally, it is concluded that the nature of management in the Cúcuta industries with a focus based on social marketing is creative, exogenous, holistic, social, proactive, democratic, competent and reorganizational.