Perspectivas Futuras del Marketing. Análisis Y Posibilidades para el Mercado Guayaquileño

Translated title of the contribution: Future Marketing Perspectives. Analysis and Possibilities for the Guayaquil Market

Research output: Contribution to journalArticle


The incursion of new technologies in the business environment presents organizations with the possibility of creating new communication channels that allow a two-way interaction with the customer. The objective of this study was to analyze new marketing perspectives using technologies such as the internet of things, big data and high-speed internet, for which it is necessary to determine whether the market has the basic elements for the implementation of new marketing strategies using emerging technologies. For this purpose, the Delphi method was used and research tools such as observation, expert interviews, and surveys of a sample of the population of Guayaquil were used to identify the habits of customers in terms of e-commerce transactions. The analysis carried out shows that future marketing perspectives will enable companies to use new communication channels that should be used with personalized content for each specific customer segment, and that in turn will allow them to obtain information from their customers in real time for the design of personalized products and services.
Translated title of the contributionFuture Marketing Perspectives. Analysis and Possibilities for the Guayaquil Market
Original languageSpanish (Ecuador)
Pages (from-to)71-83
Number of pages13
JournalInnova Research Journal
Issue number3
StatePublished - 31 Jul 2018


  • Advertising
  • Guayaquil
  • Market
  • Social networks

CACES Knowledge Areas

  • 414A Marketing and advertising


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