Trabajos de Titulación - Extensión Cañar - Administración de Empresas
URI permanente para esta colecciónhttps://dspace.ucacue.edu.ec/handle/ucacue/58
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Ítem Acceso Abierto Estrategia de marketing para incrementar las ventas en las PYMES(Universidad Católica de Cuenca., 2024) Verdugo Ochoa, Andres Esteban; Ordoñez Espinoza, Cristina Guadalupe; 0302605191Innovation in marketing allows SMEs to differentiate itself from the competition and adapt quickly to changes in the industry. This article aims to analyze marketing strategies to increase sales in SMEs. This study was conducted using a qualitative documentary bibliographic approach based on the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) methodology. Articles from various recognized databases in the academic and scientific field were collected and analyzed, including SciELO, Scopus, EBSCO, Web of Science, Redalyc, and ProQuest, to ensure the relevance and timeliness of the data collected, articles whose bibliographies were prior to 2018 were excluded from the review process. The results obtained reveal a growing trend in the research field toward the study of marketing strategies aimed at improving the commercial performance of SMEs and the importance of prioritizing implementing effective and customer-centric marketing strategies as a means to achieve these objectives. Among the findings of this study is the identification of a particularly effective marketing strategy to drive sales in SMEs: digital marketing adopts innovative approaches adapted to the digital environment to achieve commercial success in the current context, it is evident that SMEs can benefit significantly by taking advantage of the tools and platforms available in the digital field to boost their products or services, interact with customers, and expand their reach efficiently and profitable. Keywords: marketing, market, company, strategy
