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DEDICATORIA
A mi esposa Ximena, mis hijos Alejandro y Mauricio y toda mi familia que son fuente de
incentivo para mi superacin profesional.

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La Administradora de Fondos de Pensiones (AFP) Futuro de Bolivia en la ciudad de Santa Cruz
tiene acciones de comunicacin que no llegan al 80 % de pblico objetivo que es afiliada a la
misma. Por otro lado, no da ha conocer todos los beneficios debido a que los medios de
comunicacin utilizados por la AFP son insuficientes y con una cobertura mnima.
El objetivo de la presente tesis es proponer el diseo de una estrategia comunicacional para
la Administradora de Fondos de Pensiones Futuro de Bolivia AFP en la ciudad de Santa Cruz, un
plan integral de accin, que permitir penetrar en un segmento que no tiene la informacin
suficiente para acceder a los beneficios y prestaciones que por ley le corresponde.
La propuesta implica ampliar la cobertura de la informacin de fa AFP Futuro de Bolivia
hacia la totalidad de los trabajadores aportantes en la ciudad de Santa Cruz que son alrededor de
80.000 personas, a travs, de diferentes lneas de accin: seminarios informativos, personal de
contacto con clientes, correspondencia entregada, atencin en una lnea gratuita, promotores de
servicios, web Bite, volantes informativos, bpticos, radios, prensa y televisin; acciones
tendientes a que los trabajadores de las pequeas empresas, magisterio y sector salud conozcan
los beneficios que le corresponden por ley.
Por otro lado, informar a estos segmentos identificados sobre los beneficios especficos que
tambin ofrece la AFP: invalidez por riesgo profesional y comn, muerte por riesgo profesional
o comn y gastos funerarios como prioridad UNO; y el beneficio de pensin por jubilacin como
prioridad DOS.

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ACOSTA, Jos Mara: Marketing Personal

1999 Espaa, Editorial ESIC
BANGS, David: Creando Clientes
1996 Argentina, Editorial Machi
BUCKNER, Leory: Servicio al Cliente
1996 2 ed. Mxico, Editorial Mc Graw Hill
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2003 3 ra., Espaa, Editorial ESIC
ENCICLOPEDIA: Direccin de Marketing y Ventas 1999 Espaa, Cultural
FISHER, Laura y ESPEJO Jorge: Mercadotecnia
2004 3 ed., Mxico, Editorial Mc Graw Hill
HIEBING, Romn y COOPER, Scout: Cmo prepara un Exitoso Plan de Marketing
1996 2 ed., Mxico, Editorial Mc Graw Hill
INIESTA, Lorenzo: Manual del Consultor del Marketing
2002 2 ed., Espaa, Editorial Gestin 2000
KINNEAR TAYLOR: Investigacin de Mercados
1998 5 ed., Colombia, Editorial Mc GRaw - Hill
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KOTLER, Philip: Direccin del Marketing

2000 Edicin del Milenio, Espaa, Editorial Prentice Hall
KOTLER, Philip: El Marketing segn Kotler
1999 Argentina, Editorial Paidos
LAMBIN, JJ: Marketing Estratgico
1997 3 ed., Mxico, Editorial Mac Graw Hill
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1994 Mxico, Editorial Mc Graw - Hill
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1994 Mxico, Editorial Iberoamericana
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STANON ETZEL WALKER: Fundamentos de Marketing
2005 13 ed., Mxico, Editorial Mc Graw Hill
VILLARROEL, Luis: Matriz de Planificacin en Investigacin Cientfica 2006 Bolivia,
Editorial Latinos

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