Browsing by Author "Morales Aldeán, Juan Pablo"

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    Herramientas del marketing para el desarrollo de la educación superior
    (2025-01-06) Benavides Vinueza, Alexis Gerardo; Morales Aldeán, Juan Pablo; Morales López, David Alexander; Girón Pastuizaca, Elizabeth Alexandra
    Marketing plays a relevant role in society, it is a tool used in organizations as a management strategy, with the purpose of improving the services they provide. In the educational sector, it is present with the 4Ps model, and with the use of technological platforms and social networks, they create effective marketing strategies. The present research aims to "Characterize the elements of Marketing tools for the development of sustainable scientific production." The study was framed in documentary research. Conceptual cartography was used as a method, taking theoretical references following eight conceptual axes related to the study variables of digital marketing strategies. As a result, a limited amount of bibliography was evidenced on the application of marketing strategies, marketing mix, their importance, planning strategies, their impact on organizations, evidencing the need to continue investigating in this field of study