Updated bibliographic review on E-commerce and Digital Marketing (Ecuador, 2023)

This article addresses an updated bibliographic review on the main theoretical conceptions of electronic commerce and digital marketing, which extends until the year 2023. Physical and digital publications have been included, coming from books, theses and scientific articles related to them, cited so progressive over time. Specific objectives were proposed: 1. Conceptualize electronic commerce and 2. Conceptualize digital marketing. The following conclusions were reached: Electronic commerce is the purchase, sale or exchange of goods, services or information through electronic means that include the use of the Internet to exchange goods and value with internal and external customers. Digital marketing is the use of digital channels aimed at connecting and building relationships with external customers, with the aim of creating and delivering personalized messages to specific people, at the right time to create and deliver relevant experiences for consumers and generate leads.

• 1. Verfasser: Angamarca Izquierdo, Guillermo Remigio (author)
• Weitere Verfasser: Chimborazo Azogue, Luis Edwin (author), Escobar Terán, Harold Elbert (author)
• Format: article
• Sprache: spa
• Veröffentlicht: 2025
• Schlagworte: marketing; comercio electrónico; marketing digital; e-commerce; digital marketing
• Online Zugang: https://revistas.uteq.edu.ec/index.php/csye/article/view/919