ABSTRACT The aim of this paper was to evaluate the integrated marketing communications strategy at the National Center of Applied Electromagnetism, from the University of Oriente, Santiago de Cuba, Cuba. The strategy was designed with mixed communications tools, which guaranteed the spread of results of the organization based on receiver-adjusted contents. Accordingly, the impact of information on the target audience was observed to increase, the company’s income improved, and there was a trend toward growth. Its implementation was evaluated through communications management indicators and depending on the ranking of the center in two stages: before (2008-2010) and after (2011-2018) the actions foreseen. IBM SPSS Statistic 19 was used to process the statistical data. The implementation of this strategy at this institution is considered as innovation in marketing.

RESUMEN El objetivo de este trabajo fue evaluar la estrategia de comunicación integral de mercadotecnia realizada en el Centro Nacional de Electromagnetismo Aplicado, Universidad de Oriente, Santiago de Cuba, Cuba. La estrategia se diseñó con herramientas de comunicación mixta, lo que permitió difundir los resultados de la organización a partir de contenidos adaptados a los receptores; así, aumentó el impacto de la información en el público objetivo, se incrementaron paulatinamente los ingresos del centro y existió tendencia al crecimiento. Su implementación se evaluó a partir de indicadores de gestión de la comunicación y del posicionamiento del centro, en dos etapas: antes (2008-2010) y después (2011-2018) de la ejecución de las acciones previstas. Los datos se procesaron con el paquete estadístico IBM SPSS Statistic 19. La implementación de esta estrategia constituye innovación de mercadotecnia para esta institución.

A rapid and simple technique for the purification of Toxoplasma gondii tachyzoites was developed. Highly purified parasites were obtained from the peritoneal exudates of infected mice by means of two consecutive discontinous sucrose gradients run at low speed (10,000xg, 30 min). Parasites obtained by this method conserved its biological activity. Hybridizations tudies with DNA from healthy mice and from purified tachyzoites preparations demonstrated that Toxoplasma gondii tachyzoites DNA could be obtained with better than 90 per cents purity. Preliminary studies with DNA endonucleases showed the presence in the tachyzoites genome of highly repetitives sequences.