Turismo y COVID-19: Marketing Social y Lateral al rescate
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Resumen
El inicio de 2020 ha estado marcado por la pandemia del COVID-19 y su efecto socioeconómico a escala global. Uno de los sectores más afectados negativamente es el turismo, ya que en una época de movilidad limitada y confinamiento, parece incapaz de seguir produciendo y ofreciendo la mayoría de sus productos y servicios. El marketing tradicional se deja de lado por la necesidad de dos tipos particulares de marketing, es decir, el marketing social y el marketing lateral, que exigen el cambio de comportamiento del lado del consumidor y la reacción creativa del lado de la producción, respectivamente. Este ensayo trata de resaltar la importancia de estas estrategias en tiempos de crisis.Palabras clave
comunicación, turismos, Covid-19Descargas
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