Resumen

ULLOA ROMERO, Yuri Vladimir  y  OLIVARES ALVARES, Edgar. The role of marketing in the promotion and dissemination of cultural events in the city of La Paz. Impulso [online]. 2024, vol.4, n.6, pp.37-50. ISSN 2959-9040.  https://doi.org/10.59659/impulso.v.4i6.28.

The city of La Paz has intense cultural activity, made up of expressions and events of different characteristics that are programmed and executed throughout the year. This article aims to analyze the impact of marketing on the dissemination of cultural events in the city of La Paz, Bolivia. It is framed in a descriptive and propositional approach, with a quantitative approach. The survey was used as a data collection technique with a sample of 382 people. The results show that marketing is only partially applied, with a very superficial promotion of cultural activities to disseminate and persuade the La Paz public, the promotion strategies in cultural events are very dispersed, although some have very effective marketing. , which begins in the design of the cultural product or service, which satisfies the consumer’s preferences.

Palabras clave : Marketing: Marketing; cultural marketing; cultural events; dissemination of events; city of paz.

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