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Cotrina, J., (2023). Importancia del marketing digital para el posicionamiento de marca en las empresas [Universidad Católica Santo Toribio de Mogrovejo]. http://hdl.handle.net/20.500.12423/7059
Cotrina, J., Importancia del marketing digital para el posicionamiento de marca en las empresas []. PE: Universidad Católica Santo Toribio de Mogrovejo; 2023. http://hdl.handle.net/20.500.12423/7059
@misc{renati/583459,
title = "Importancia del marketing digital para el posicionamiento de marca en las empresas",
author = "Cotrina Diaz, Jhuliana Esthefany",
publisher = "Universidad Católica Santo Toribio de Mogrovejo",
year = "2023"
}
Title: Importancia del marketing digital para el posicionamiento de marca en las empresas
Authors(s): Cotrina Diaz, Jhuliana Esthefany
Advisor(s): Vidaurre Nieto, Cecilia Lourdes
Keywords: Marketing digital; Posicionamiento de marca; Estrategias de marketing online; Digital Marketing; Brand positioning; Online marketing strategies
OCDE field: http://purl.org/pe-repo/ocde/ford#6.05.00
Issue Date: 2023
Institution: Universidad Católica Santo Toribio de Mogrovejo
Abstract: Esta monografía tuvo como propósito demostrar la importancia del marketing digital en el posicionamiento de marca de los productos y/o servicios en las empresas. Estudio investigativo de
tipo monografico. Se recopiló información teórica de bases de datos científicas actualizadas, como
Scopus, Cielo, Dialnet, Redalyc y Doaj; repositorios internacionales, nacionales y libros obtenidos física y digitalmente. Obteniéndose como resultado las siguientes conclusiones: El marketing digital ha cobrado relevancia, debido a que, viene siendo un intercambio en el proceso de planificación y ejecución para el desarrollo de actividades comerciales, en base a un grupo de instrumentos tecnológicos digitales, que fortalecen las acciones del marketing tradicional. Es decir, conservan la relación de las compañías con su target, mediante diversas plataformas virtuales, buscando conectar permanentemente con ellos para posicionar sus marcas. Asimismo, el alcance teórico del marketing digital comprende desde los elementos para ganar visibilidad en internet, para llegar a los clientes y para ser parte de la conversación. Y finalmente, el alcance teórico de posicionamiento de marca, definido como el resultado que se forma de las percepciones de los clientes, respecto a la recordación y asociación de marca, intención de recomendación y de fidelización.
The purpose of this monograph was to demonstrate the importance of digital marketing in the brand positioning of products and/or services in companies. Research study of monographic type. Theoretical information was collected from updated scientific databases, such as Scopus, Cielo, Dialnet, Redalyc and Doaj; international and national repositories and books obtained physically and digitally. The following conclusions were obtained as a result: Digital marketing has gained relevance, due to the fact that, it has been an exchange in the planning and execution process for the development of commercial activities, based on a group of digital technological instruments, which strengthen the actions of traditional marketing. That is, they maintain the relationship of companies with their target, through various virtual platforms, seeking to permanently connect with them to position their brands. Likewise, the theoretical scope of digital marketing includes elements to gain visibility on the Internet, to reach customers and to be part of the conversation. And finally, the theoretical scope of brand positioning, defined as the result that is formed from the perceptions of customers, regarding brand recall and association, recommendation and loyalty intention.
The purpose of this monograph was to demonstrate the importance of digital marketing in the brand positioning of products and/or services in companies. Research study of monographic type. Theoretical information was collected from updated scientific databases, such as Scopus, Cielo, Dialnet, Redalyc and Doaj; international and national repositories and books obtained physically and digitally. The following conclusions were obtained as a result: Digital marketing has gained relevance, due to the fact that, it has been an exchange in the planning and execution process for the development of commercial activities, based on a group of digital technological instruments, which strengthen the actions of traditional marketing. That is, they maintain the relationship of companies with their target, through various virtual platforms, seeking to permanently connect with them to position their brands. Likewise, the theoretical scope of digital marketing includes elements to gain visibility on the Internet, to reach customers and to be part of the conversation. And finally, the theoretical scope of brand positioning, defined as the result that is formed from the perceptions of customers, regarding brand recall and association, recommendation and loyalty intention.
Link to repository: http://hdl.handle.net/20.500.12423/7059
Discipline: Comunicación
Grade or title grantor: Universidad Católica Santo Toribio de Mogrovejo. Facultad de Humanidades
Grade or title: Bachiller en Comunicación
Juror: Vidaurre Nieto, Cecilia Lourdes
Register date: 6-Mar-2024
This item is licensed under a Creative Commons License