Marketing strategies for a market in social transformation
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| Author: | |
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| Format: | artículo original |
| Status: | Versión publicada |
| Publication Date: | 2025 |
| Description: | This paper explores the facets of modern marketing, its relevance in thedigital environment and its focus on building long-term relationships. Theaim is to review the concepts and techniques of contemporary marketing,as well as their application in the promotion of social actions. The studyis based on a literature review that integrates theoretical frameworks andpractical examples in various contexts, including social and digital marketing.Several trends are identified, such as the use of social media anddigital platforms, which allow companies to interact more effectively withtheir consumers and contribute to social causes. Among the most significantconclusions it shows that modern marketing not only aims to meet customerneeds but also focuses on building long-term relationships that integratemarket research, advertising, and brand management, while adapting tonew environments to ensure competitiveness and generate social impact. |
| Country: | Portal de Revistas UNA |
| Institution: | Universidad Nacional de Costa Rica |
| Repositorio: | Portal de Revistas UNA |
| Language: | Español |
| OAI Identifier: | oai:www.revistas.una.ac.cr:article/22015 |
| Online Access: | https://www.revistas.una.ac.cr/index.php/respaldo/article/view/22015 |
| Keyword: | marketing communication supply and demand branding Marketing Comunicación Oferta y demanda Gestión de la marca |