Mejoramiento del mix de marketing en la empresa Vellísimo Center

This work had as a general objective: To propose strategies for the improvement of the marketing mix in the Vellísimo Center Paraguaná Company located in Las Virtudes, Punto Fijo Falcón state. Theoretically it was based on the conceptions that Kotler and Armstrong (2006) and Kotler (2008) expose about marketing mix. The methodological orientation is positivist with a quantitative, non-experimental descriptive approach, oriented to the feasible project methodology (Upel 2012), supported by a field investigation (Arias 2012). The unit of analysis consisted of a population universe equal to the sample of 35 people for being less than 50 individuals (Castro 2003), to whom a structured survey was applied (Sabino, 2000), as an inquiry technique, whose instrument It was elaborated with 28 dichotomous or closed questions (Kendall & Kendall,