Estrategias de Marketing para el crecimiento de pequeñas empresas comerciales de Manta.

Abstract

Marketing strategies in the business world are important since they help the growth of these commercial companies, and play a fundamental and important role in the local economy, contributing significantly to employment rates and thus generating income to the canton and country. This research focuses on marketing strategies to drive the growth of small commercial businesses in Manta, Ecuador, a city that has experienced significant growth in its commercial sector. Using a quantitative methodology together with documentary and bibliographic research, a total of 369 small businesses are analyzed according to INEC, highlighting the importance of understanding customer needs to implement effective strategies. The research concludes that adopting a comprehensive approach that combines traditional and digital strategies is key to the sustainable growth of these companies and to contributing to local economic development. It also highlights the need for small businesses in Manta to take a comprehensive approach that combines traditional and digital marketing strategies. Implementing appropriate strategies can improve the competitiveness and sustainability of these businesses in an ever-changing business environment.