Digital Marketing in the Hardware Business, an Opportunity for the Peruvian MYPES Positioning and Surviving over the Covid-19 Pandemic
13th International Conference on E-Education, E-Business, E-Management, and E-Learning, IC4E 2022
; : 392-398, 2022.
Article
in English
| Scopus | ID: covidwho-1840624
ABSTRACT
The objective of this study is to identify the major strategy used by Peruvian Mypes entrepreneurs in the hardware sector, these being discounts/offers and alliances with other companies;Likewise, through a quantitative study, it was found that the study population considers that the two most influential media for advertising are brochures and radio, the internet being the least used. In the same way, it was found that more than 50% have not managed to position themselves in the market due to the little practice of digital marketing strategies, for this reason their survival is at risk. It is concluded that the impact of the pandemic has been shocking, which is why the implementation of good practices of digital marketing strategies is suggested in order to optimize business performance. © 2022 ACM.
Full text:
Available
Collection:
Databases of international organizations
Database:
Scopus
Type of study:
Prognostic study
Language:
English
Journal:
13th International Conference on E-Education, E-Business, E-Management, and E-Learning, IC4E 2022
Year:
2022
Document Type:
Article
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