Análisis de las estrategias de marketing en emprendimiento digitales en la ciudad de Babahoyo

The study carried out presents as a topic "Analysis of marketing strategies in digital entrepreneurship in the city of Babahoyo" and is developed with the aim of identifying the marketing strategies implemented, it is developed according to the research line Information and Communication Systems, Entrepreneurship and Innovation and the Marketing and Commercialization sub-line, through the research methodology for the use of the descriptive, analytical and bibliographic method, the collection of information was carried out, according to its data that refer to the qualitative type and is developed through of the interview technique applied through the instrument, interview guide made to the representative of the entrepreneurship center of the city of Babahoyo. On the other hand, the quantitative information through the survey techniques used by means of the structured survey questionnaire of 10 questions made to the inhabitants of the city of Babahoyo allows to identify problems such as: lack of knowledge to carry out strategic planning, does not carry out the product segmentation, uses marketing strategies without considering the tastes and preferences of consumers, replicates digital strategies to promote products without considering the type or sector to which they belong, confusion in the identifications of social networks and messaging applications for dissemination and advertising of brands or businesses and limitation of advertising spending. In conclusion, the dissertation highlights the importance of generating marketing strategies developed under the necessary guidelines that help to attract and retain customers.

• Main Author: Chanatasi Otocama, Fátima Jazmin (author)
• Format: bachelorThesis
• Published: 2021
• Subjects: Estrategias; Marketing; Emprendimientos digitales; Redes sociales
• Online Access: http://dspace.utb.edu.ec/handle/49000/10623