Risk management of promotional communication in construction companies for tourism in Cuba

Abstract

For the adequate commercialization of companys' products and services necessary to accomplish studies of markets to know the customer and to focus the actions of promotional communication, that they include publicity, public relations, sales promotion and direct marketing, in the fulfillment of the needs that they find themselves linked to the corporate purpose of an entity determined, in terms of increasing his efficacy and, in consequence, catching up with better indicators of profitability. Taking into account the importance of the tools of communication and when examining the dangers to not to implement them adequately, present it you identify investigation, examine, evaluate and you propose solutions in front of the materialization of the risks that his deficient step in the Sucursal Emprestur Holguín like construction firm for the Tourism in Cuba that they compose his offer, by means of the adaptation of a procedure of risk management of promotional communication for the services bears . In order to achieve this end, they utilized theoretic methods like like the analytical synthetic and the inductive deductive; And empiricists like the observation, specialists' opinion and the documentary revision for the sake of applying a procedure of flexible and adaptable step to the installation, offering each one of the identified situations, the establishment of the responsible correspondents and the period made suitable of implementation and control of the corrective actions the most feasible solutions and innovators; All the above included in Prevención's Plan of Riesgos that the fundamental contribution of investigation constitutes.