Implementation plan to increase sales using CRM and Inbound Marketing for a microenterprise in the cultural and arts sector

Sudario V.G.; Canda M.P.; Lazarte M.C. · Congreso Internacional de Innovacion y Tendencias en Ingenieria, CONIITI (2024) · DOI: 10.1109/coniiti64189.2024.10854821

Resumen

In the new scenario that the country faced, the business sector underwent many changes, and one of the most affected were Peruvian SMEs. As a result, total sales of Peruvian SMEs decreased by 59.2% in 2020 compared to the previous year. The present article is in the cultural and arts sector, where it is evident that the SME experiences a decrease in profitability, low digital sales, and poor customer relationship management. In response to this, the objective of this research is to develop a methodology to increase the e-commerce of an SME in the cultural and arts sector. The methodologies to be implemented are the CRM model, which uses process digitalization, and at the same time, Inbound Marketing to increase profitability, digital sales, and ensure proper customer relationship management.

Instituciones: Universidad Peruana de Ciencias Aplicadas