| dc.creator | Galvis Barrios, Nicolas Ricardo | |
| dc.creator | Cañón Tierradentro, Fabio Andrés | |
| dc.creator | Velásquez Quintero, Diana Caterine | |
| dc.date.accessioned | 2023-06-14T20:22:45Z | |
| dc.date.accessioned | 2023-09-06T19:58:17Z | |
| dc.date.available | 2023-06-14T20:22:45Z | |
| dc.date.available | 2023-09-06T19:58:17Z | |
| dc.date.created | 2023-06-14T20:22:45Z | |
| dc.date.issued | 2023-05-08 | |
| dc.identifier | https://digitk.areandina.edu.co/handle/areandina/5024 | |
| dc.identifier.uri | https://repositorioslatinoamericanos.uchile.cl/handle/2250/8705026 | |
| dc.description.abstract | Este artículo tiene como objetivo analizar sistemáticamente la literatura sobre la relación entre la
estrategia de marketing digital y los resultados financieros de las pymes. Este estudio está
fundamentado en la adopción del marketing digital y como esto contribuye en el rendimiento
financiero de las empresas. La metodología que se aplica en este estudio es una revisión sistemática
de literatura donde se hizo una consulta a la base de datos Science Direct y se encontraron 96
documentos. Se revisaron 50 y se seleccionaron 35, adoptando un enfoque cualitativo. Los
principales resultados de este trabajo fueron encontrar el despliegue de herramientas que adopta el
marketing digital que son: Posicionamiento en buscadores (SEM, SEO), marketing contenidos,
email marketing y redes sociales. Además de esto, se evidencio los beneficios comerciales y
operativos que genera el marketing digital como lo son: La personalización de la oferta,
crecimiento del mercado, fidelización del cliente y rendimiento financiero. En el mismo sentido
se hizo un análisis para adoptar las medidas adecuadas para la implementación de esta herramienta
que permite un mejor análisis de los gastos y costos con lo que la empresa debe realizar dicha
implementación y así validar su rendimiento en el mercado. | |
| dc.language | spa | |
| dc.publisher | Fundación Universitaria del Área Andina | |
| dc.publisher | Bogotá | |
| dc.publisher | Facultad de Ciencias Administrativas, Económicas y Financieras | |
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https://www.researchgate.net/publication/263803942. | |
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Inescapable Need of Business Schools.” International Journal of Management Education
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| dc.relation | Behl, Abhishek et al. 2023. “Investigating the Revised International Marketing Strategies during
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| dc.relation | Chang, Yuqian, and Kristina M. Durante. 2022. “Why Consumers Have Everything but
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“Responsabilidad Social Corporativa y Rendimiento Financiero: Un Meta-Análisis.”
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| dc.relation | Saura, Jose Ramon. 2021. “Using Data Sciences in Digital Marketing: Framework, Methods, and
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| dc.relation | Wang, Ruijie et al. 2023. “Transparency in Persuasive Technology, Immersive Technology, and
Online Marketing: Facilitating Users’ Informed Decision Making and Practical
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| dc.relation | RedCol | |
| dc.relation | LaReferencia | |
| dc.rights | https://creativecommons.org/licenses/by-nc-nd/4.0/ | |
| dc.rights | Atribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0) | |
| dc.rights | info:eu-repo/semantics/openAccess | |
| dc.rights | http://purl.org/coar/access_right/c_abf2 | |
| dc.rights | EL AUTOR-ESTUDIANTE, manifiesta que la obra objeto de la presente autorización es original y la realizó sin violar o usurpar derechos de autor de terceros, por lo tanto, la obra es de su exclusiva autoría y tiene la titularidad sobre la misma. PARÁGRAFO: en caso de presentarse cualquier reclamación o acción por parte de un tercero en cuanto a los derechos de autor sobre la obra en cuestión, EL ESTUDIANTE-AUTOR, asumirá toda la responsabilidad, y saldrá en defensa de los derechos aquí autorizados; para todos los efectos la Fundación Universitaria del Área Andina actúa como un tercero de buena fe. | |
| dc.title | Factores claves para la implementación y uso de marketing digital en las empresas pymes | |
| dc.type | Trabajo de grado - Especialización | |
