Bibliographic citations
Abanto, M., Napa, R. (2022). Herramientas promocionales y su relación con el posicionamiento estratégico de las librerías que realizan e-commerce en Lima Metropolitana, año 2022 [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/662081
Abanto, M., Napa, R. Herramientas promocionales y su relación con el posicionamiento estratégico de las librerías que realizan e-commerce en Lima Metropolitana, año 2022 [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2022. http://hdl.handle.net/10757/662081
@misc{renati/1293391,
title = "Herramientas promocionales y su relación con el posicionamiento estratégico de las librerías que realizan e-commerce en Lima Metropolitana, año 2022",
author = "Napa Alva, Rosario del Pilar",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2022"
}
Starting in 2020, companies in the retail sector began to digitize their businesses to meet user demand. However, business actions to stand out from the competition are diverse. Therefore, a study is proposed on the relationship between strategic positioning and promotional tools in bookstores that carry out e-commerce in Metropolitan Lima. The research developed by Sanny et al. (2022) and Porter (2014) were the basis of the literature review to understand the dimensions of the study variables: monetary tools, non-monetary tools, cost leadership and differentiation. The quantitative approach of the research has a non-experimental, correlational and cross-sectional design, because the sample was measured at a single time. The latter was composed of representatives of e-commerce bookstores in Metropolitan Lima, who completed a survey whose results were analyzed using SPSS version 26. After the analysis, it was confirmed and concluded that the variables under study have a statistically significant relationship. This is in agreement with those mentioned by several academics who highlight the development of strategies that integrate market positioning and differentiating actions that satisfy customer needs.
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