Status of the applications of the diverse marketing branches in the different economic sectors of the Ecuadorian market and their incidence on the consumer's purchase decision process (ECUMKT)

This project addresses the organizational necessity for adopting a systemic and integrated vision, prioritizing environmental interactions through effective marketing strategies. It investigates how the proliferation of digital ecosystems and emerging technologies has compelled companies to innovate in delivering customer value, leveraging real-time consumer preference data. The core focus is examining the application of various marketing branches—including Ecological, Social, Digital, Influencer, Content, and Relationship Marketing—within the Ecuadorian economic context. The primary goal is to correlate these strategies with their resulting impact on consumer purchasing decisions. The methodology integrates a bibliometric and source systematization study with mixed social research techniques, employing quantitative tools such as questionnaires and item tracking, supplemented by qualitative methods like in-depth interviews and grounded studies, to achieve a comprehensive understanding of the current landscape.<br/><br/><b>Goal</b>: <br/>To analyze the application of various marketing approaches across different economic sectors in the Ecuadorian market to determine their direct impact on consumer purchasing decision processes.<br/><br/><b>Research lines</b>: <br/>Marketing and consumption