ANÁLISIS DE LAS VARIABLES QUE INCIDEN EN UNA EFECTIVA PROPUESTA DE MARKETING ORIENTADA A FIRMAS DEL SECTOR CONTABLE EN COLOMBIA.

This research article aims to analyze the variables that influence an effective marketing proposal oriented to firms in the accounting sector in Colombia. The methodological aspects of the research are described, including the population, selection and size of the sample, variables, hypotheses and data collection instruments taking into account their validity. The instrument is a self-administered Field Diary, applied to the websites of accounting firms with the observation technique. The validity of the instrument was determined by expert judgement. To determine the reliability, a pilot study was carried out with the Ranking of the five most important firms in Colombia. The results of the validation show that the instrument is valid for analyzing the variables that influence an effective marketing proposal oriented to the firms of the accounting sector in our country, in which it is concluded that when relating the variables, the service, communication, processes and physical evidence (virtual) predominate, in the variable of people and distribution only aspects such as the continuous training of the personnel and the use of technological solutions respectively are highlighted and finally the price variable that is not representative in this case.