Marketing con Códigos Qr en las Sociedades Comerciales: Entre la Expectativa y la Realidad, Propuesta para una Adecuada Implementación

In the current globalized and competitive environment, companies must establish mechanisms to position to the consumer so it becomes urgently needed marketing and advertising strategies so that companies can maintain twoway communication with consumers. The use of the QR code as a marketing tool, and with the advent of mobile devices decoders programs allowed to apply different concepts such as digital marketing, green marketing and guerrilla marketing in a single creative strategy of advertising using current technology with low cost of development and implementation and friendly to the environment. The development of the research of this article aims to describe the expectations of consumers regarding the use of QR codes, as well as describing the current reality that has this excellent marketing tool because of the application of good and bad strategies, for this cases apply to international and national levels were studied; the local environment was studied by observing the market and seeking input from consumers and experts to describe the current state of this technology in the market.