Facultad de Ciencias Económicas y Administrativas

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    Estrategia de marketing para la captación de asociados en la organización Asorfees
    Aristizábal-Medina, Valentina; Salinas-Pineda, Kevin Estid; Tovar Rodríguez, Julio César; Buitrago-Reyes, Richard Orlando
    The main objective of the project was to attract new professional recyclers for the ASORFEES organization. In this sense, exploratory quantitative research was carried out, focused on understanding the needs and preferences of professional recyclers in the town of Kennedy UPZ Corabastos, as well as identifying the factors that influenced their decision-making. The information collected during this phase served as a fundamental basis for designing an effective strategy that will not only generate a positive impact on the decision of the professional recycler, but will also foster loyalty towards the organization. The methodology used to achieve these objectives combined various quantitative techniques, including surveys. This approach made it possible to collect relevant data on the behavior of occupational recyclers and evaluate the effectiveness of the proposed marketing strategy. In addition, an exhaustive analysis of success stories in the field of strategic marketing to attract associates was carried out, thus providing solid support for the project's recommendations and conclusions. The results obtained after the implementation of the marketing strategy to attract associates in the ASORFEES organization were highly satisfactory. A significant increase in membership was achieved with the incorporation of 20 professional recyclers, underlying ASORFEES' commitment to sustainability and improving the quality of life of those who carry out this work.