Las Herramientas del Marketing y las Tic: Su Uso en las Pymes para el Desarrollo Empresarial

Translated title of the contribution: Marketing Tools and ICT: Their Use in SMEs for Business Development

Dianexy Viviana Carreño Villavicencio, Dalton Paul Orellana Quezada, Rosalba Elixzandra Pesantez Chica, Alexandra Loor Moreira

Research output: Contribution to journalArticle


The world of marketing has changed significantly in recent years due, in large part, to the emergence of the Internet as a research and search tool. The Internet has become one of the most significant technological elements in the business environment. The ease with which the Internet allows companies to access information and provide data related to business transactions enables them to achieve greater results in their marketing strategy. Regardless of the size of the company, the Internet has enabled companies to change the way they access and provide information. It has also set new standards in the way companies buy, search, collect and learn. In this study, conducted in the city of Manta - Ecuador, the results show that all SMEs are connected to the Internet and only 3 out of 10 have a marketing department and do not adequately use the tools that marketing and ICT provide them to achieve better business development. The research was qualitative, using the survey technique to gather information. Therefore, it can be stated that there is no marketing culture in SMEs in the city of Manta - Ecuador.
Translated title of the contributionMarketing Tools and ICT: Their Use in SMEs for Business Development
Original languageSpanish (Ecuador)
Pages (from-to)73-87
Number of pages15
JournalECA Sinergia
Issue number7
StatePublished - 3 Mar 2017


  • Advertising
  • General
  • Information technologies
  • Marketing
  • SMEs

CACES Knowledge Areas

  • 614A Commerce


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