Fortalecimiento de la imagen y reputación de la plaza las Américas en la web 2.0, para la fidelización de su público de interés en la ciudad de Quito
This work is focused on the management of Corporate Communication as the key to building an image and reputation that favors the organization axis. Mishandling of image, reputation and channels can cause a breakdown of communication, this is the example of the Plaza Las Americas, where customers have greater participation in events or platforms used by management. The development of the theoretical framework was based on theories of communicators as Cappriotti, Formanchuk, Pizarro, among others, obtaining work methodically in order to improve the image and reputation of the Plaza Las Americas through Web 2.0, for loyalty of its stakeholders in the city of Quito. Multimodal approach was used by research surveys to managers of local belonging to the Plaza and strategic public which was consuming. The interviews were conducted with people who handle communication directly or indirectly from the Plaza las Americas, Communications Manager and BTL, Mary Bastidas and General Manager ALLCOMDER S.A. The results obtained in this study allowed us to understand the relationship-Estate Management-Customers and public perception of the image of Plaza las Americas. As it became known way if the strategic public have knowledge of the communication channels or tools using the square and if you give them some use. The aim of this paper is to contribute to the development of strategies to strengthen ties between the Plaza Las Americas-Public Strategic, seeking improvements in communication channels to ensure the loyalty of its audience.