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El marketing digital y su incidencia en la estrategia empresarial de las organizaciones: una mirada teórico-contextual

Author

Listed:
  • Villada-Alzate, José

    (Corporación Universitaria Americana)

Abstract

El presente artículo tiene por objetivo analizar de manera teórica y contextual la dinámica actual en cuanto a la importancia y uso que las organizaciones empresariales le dan al Marketing Digital dentro de sus estrategias empresariales, para lo cual se llevó a cabo una revisión teórica de las variables más relevantes al respecto y de los casos aplicados que exponen las empresas dedicadas a diferentes actividades económicas. Dentro de las conclusiones más relevantes que evidencia el estudio se encuentra que el fenómeno digital aprovechado desde el marketing funge como potenciador de las estrategias empresariales desde la persuasión de los clientes a adquirir productos y/o servicios de las organizaciones, lo cual, permite el cumplimiento de los objetivos estratégicos previamente planteados por los directivos de las mismas.

Suggested Citation

  • Villada-Alzate, José, 2023. "El marketing digital y su incidencia en la estrategia empresarial de las organizaciones: una mirada teórico-contextual," Revista Económica, Centro de Investigaciones Sociales y Económicas, Universidad Nacional de Loja, vol. 11(2), pages 18-24, Diciembre.
    • Handle: RePEc:ris:lojare:0137
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    More about this item

    Keywords

    Consumidores; Estrategia organizacional; Marketing digital; Organizaciones empresariales;
    All these keywords.

    JEL classification:

    • D23 - Microeconomics - - Production and Organizations - - - Organizational Behavior; Transaction Costs; Property Rights
    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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