| Abstract: | This study analyzed the success factors in the Mexican handicraft sector on the basis of marketing strategies. As a result of this work, 23 factors for success that artisans use as marketing strategies were determined. The most important, because it was related to all of the other elements of success, was a pricing strategy oriented to profits. The second most important strategy was to use personal recommendations to promote the products. Product diversification and the information artisans gave to customers were, respectively, the third and fourth strategies. |
