Examinando por Materia "Servicios de marketing"

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    Publicación
    El personal branding en los profesionales de ciencias económicas : de la academia a la vida real
    (Universidad EAFIT, 2021) Velásquez Arana, Juan Manuel; Villegas Castaño, Guillermo León
    The concept of brand has been widely studied in academy as a subject of study in order to address elements of marketing such as the positioning of companies, institutions or public figures. However, the field of Personal Branding or personal brand is yet to be developed in many areas, contexts and specific professions. This work aims to analyze the influence of Personal Branding in the marketing of economics professionals in the city of Pereira, Risaralda, Colombia, a field that has had a slow opening to the concept, development and application of the personal brand.
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    Publicación
    Orientaciones de marketing digital para impulsar el e-commerce : una exploración basada en las experiencias de expertos residentes en Medellín
    (Universidad EAFIT, 2023) Meza Rengifo, Andrés Felipe; Higuita Olaya, Daniel; Giraldo Hernández, Gina María
    This research explores ecommerce from the perspective of the experts interviewed. With the rise of globalization and digitalization, it has produced an accelerated evolution in consumer behavior, due to which companies must constantly adapt to the invariable uncertainty of market changes to remain competitive. The study analyzes the key elements to increase the probability of success when implementing digital marketing strategies in e-commerce. It addresses 4 main dimensions based on academic literature to be subsequently contrasted with the vision of experts from their experiences. This was done through structured interviews to collect primary data and provide a detailed analysis of the findings. These results show a comprehensive view of effective e-commerce practices with final recommendations that can be the basis for a successful ecommerce, therefore, it is expected to be useful for academics and professionals in the sector.