HKA. Monografías, Tesis y Trabajos de Grado · 2019

El impacto del e-marketing en las ventas de las microempresas de los municipios del Quindío

This research work contains a measurement of the impact of e-marketing or digital marketing on the sales of the micro-enterprises of the department of Quindío and thereby identify the most used digital marketing tools by microentrepreneurs and their representation in the sales margins. and saving of marketing costs. The research product was developed under a participative, descriptive and improvement context, so this work focused on a qualitative research methodology with a mixed approach, in which variables of quantitative and qualitative type were analyzed as measurement of sales indexes by specific use of digital marketing tool and the way in which each of these tools is managed or managed. 6 The results of the present investigation are important within the business scope of the small business units, since each of the digital marketing tools used and their proportion in the participation of their sales and reduction of their costs will be known in detail, as well as same will be known the attitudes and aptitudes that the microentrepreneur of each municipality has regarding the use of new technologies in their business. Finally, it is necessary to point out that the present research will be able to penetrate into the marketing and sales mechanism of each microenterprise and analyze its operation with respect to ICTs and the way in which they are used to position their product and brand.