Digitalization of commercial enterprises in the province of Tungurahua. Challenges and success of digital marketing strategies
Keywords:
digital transformation; digital marketing; e-commerce; business competitiveness; digital strategies.Synopsis
The book Digital Triumph of Commercial Companies in the Province of Tungurahua: Challenges and Success of Marketing Strategies in Their Digitalization analyzed the impact of digital transformation in the commercial sector of Tungurahua. Through a detailed approach, the digital strategies that allowed various companies to improve their competitiveness, optimize their processes, and expand their markets in a globalized environment were explored. The study examined the main drivers of digitalization, such as e-commerce, data analysis, artificial intelligence, and digital marketing. The benefits of digitalization were also identified, including operational efficiency, cost reduction, and customization of the customer experience. At the same time, the challenges faced by companies in their adaptation process were addressed, such as the lack of technological infrastructure, resistance to change, and the need for digital training. In addition, the book presented success stories of local companies that managed to integrate into the digital world with innovative strategies. These experiences made it possible to demonstrate that digitalization not only transformed the way companies operated, but also generated new growth opportunities in key sectors such as commerce, manufacturing, and services. Finally, recommendations were offered for the effective implementation of digital strategies, emphasizing the importance of innovation, investment in technology, and continuous training of human talent. This analysis provided a comprehensive view of digitalization in Tungurahua and its impact on business sustainability, consolidating itself as a fundamental reference for academics, entrepreneurs, and researchers interested in digital transformation.
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Published
January 31, 2025
Series
Copyright (c) 2025 Augusto Rodolfo Moreno Morales, Jacqueline Del Pilar López Miranda, Carlos Santiago Masaquiza Caiza, Fernando Javier Chico-Brito
Details about the available publication format: PDF
PDF
ISBN-13 (15)
978-9942-561-00-8
Publication date (01)
2025-01-31
