GENERATION OF ADDED VALUE THROUGH DIGITAL MARKETING IN MSMES

被引：0

作者：

Baque Villanueva, Lisenia Karina ^{[1
]}

Alvarez Gomez, Lyzbeth Kruscthalia ^{[1
]}

Izquierdo Moran, Aida Margarita ^{[1
]}

Viteri Intriago, Danilo Augusto ^{[1
]}

机构：

[1] Univ Reg Autonoma Los Andes, Quevedo, Ecuador

来源：

REVISTA UNIVERSIDAD Y SOCIEDAD | 2021年 / 13卷 / 05期

关键词：

Mipymes; value added; digital marketing; PERFORMANCE;

D O I：

暂无

中图分类号：

C [社会科学总论];

学科分类号：

03 ; 0303 ;

摘要：

Currently, Mipymes present great challenges with the accelerated technological transformation caused by the Covid-19 pandemic. Entrepreneurs need to strengthen their knowledge regarding the application of digital marketing tools to face competitiveness and productivity; For this reason, this research had the primary objective of designing a methodological structure of digital marketing tools that enable the generation of added value to the products and services of Mipymes in the Quevedo canton. The applied methodology was qualitative-quantitative, inductive, and deductive methods, and bibliographic, the survey was used as a method of collecting information. The development of this research contributed to the development of digital marketing tools for 50 Mipymes in the Quevedo canton.

引用

页码：407 / 415

页数：9

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