The Impact of Marketing Strategies on Craftsmen: A Case Study of Oaxaca, Mexico

Abstract

The production of crafts is an economic activity that plays a relevant role to maintain the standard of living of a lot of people in the State of Oaxaca, as well as other areas of Mexico and Latin America. This study shows the impact that marketing strategies used by the craftsmen of Oaxaca, Mexico, have on the community welfare. Marketing strategies and community welfare information was obtained through direct interview of 50 craftsmen and their families. We confirmed the need for improving marketing knowledge and the entrepreneurial operation of the crafts activity. It is necessary to change attitudes rooted in a protected economy and to accept a competitive spirit, which represents a cultural change.