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Repositorio de la Red Internacional de Investigadores en Competitividad

INNOVACIÓN Y TECNOLOGÍA

Vol. 9 Núm. 1 (2015): La competitividad frente a la incertidumbre global: 978-607-96203-4

LA ADOPCIÓN DEL MARKETING DIGITAL EN EMPRESAS DE AGUASCALIENTES

Enviado
abril 6, 2016
Publicado
2016-04-25

Resumen

A raíz de la globalización y de la ruptura en las fronteras de la información, las empresas se han visto cada vez más en la necesidad de implementar diversos cambios que les ayuden a estar a la vanguardia y al mismo tiempo, les den las herramientas necesarias para continuar teniendo y manteniendo relaciones con su mercado objetivo. El presente estudio trata de abordar una de las nuevas especialidades con la que cuenta la mercadotecnia hoy en día, la “adopción del marketing digital” en las empresas del estado de Aguascalientes, es decir, las actividades de mercadotecnia que realizan a través de la Internet. Los resultados obtenidos hasta el momento, reflejan que algunas empresas consideran esté tipo de mercadotecnia fácil y flexible de utilizar, además de que lo han implementado a raíz de las diversas presiones externas, como la misma competencia o el sector en el que se ubican.

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