Marketing in the Cúcuta footwear companies in the framework of social responsibility

Abstract

The social marketing approach at present acquires a preponderant role that harmonizes with corporate social responsibility programs and that organizations must implement to address social problems, such as meeting the needs of low income social classes. The objective of the article is to understand the implementation of social marketing and corporate social responsibility in the shoe factories of Cúcuta. The work applies qualitative and quantitative methodology through documentary and descriptive research through surveys applied to 294 company managers. The results indicate that the shoe factories of Cúcuta present a 7 % international market coverage, a 69 % marketing orientation to upper social classes, and social responsibility programs focused on human resource incentives with 70 %. It is concluded that companies should improve integration with global markets, redistribute the orientation of marketing with respect to social classes and increase external programs of social responsibility.