Este artículo tuvo como propósito analizar el estudio sobre la industria tecnológica, donde se ha experimentado una transformación notable en sus estrategias de marketing y en la configuración de nuevos negocios, durante el periodo de los años 2017 al 2023. La metodología empleada se fundamentó en las directrices establecidas por PRISMA. Asimismo, se utilizaron cinco fuentes de información: Redalyc, Scielo, Doaj, Dialnet y Scopus. La selección de artículos se basó en funciones booleanas, que incluyeron términos como “Marketing”, “Tecnología”, “Nuevos negocios”. “Innovación” y “Evolución”. Por otro lado, se identificó el enfoque de estudio, recursos utilizados, búsqueda y criterios de inclusión y exclusión, donde se realizaron filtros según el idioma y año de publicación, lo cual llevó a seleccionar 31 artículos para el análisis. Los resultados destacaron las principales revistas, países, años, palabras clave y bases de datos donde se encontraron los estudios. Sin embargo, se reconocieron limitaciones respecto al idioma y tiempo de investigación. En conclusión, este estudio revela como la tecnología y marketing han cambiado la dinámica de interacción de las empresas con su contexto y como están adaptando sus estrategias para mantenerse competitivas en un mercado en constante evolución.

Research aligned with SDG 8: “Decent work and economic growth”, (its dimensions: Views, Permanence, Reputation, Quality, Service and Price) of a retail store in Los Olivos, 2023. The methodology was quantitative approach, applicative type, explanatory and descriptive level, non-experimental design and cross-sectional. The population consisted of 60 regular customers of the company (finite). The study sample consisted of 60 customers of the company. The technique applied was the survey. The results Spearman's rho statistic was used for the general hypothesis. According to the results obtained, a bilateral asymptotic significance of 0.003 was shown. It was concluded that online marketing significantly influences the business competitiveness of a retailer in Los Olivos, 2023. (sig.= 0.003; r²=0.1466). Finally, conclusions and recommendations were issued.

Research aligned with SDG 8: "Decent work and economic growth", which set as its objective: to determine the influence of digital marketing on the motivation to purchase in a distributor of medical products, Comas, 2024, The methodology was developed with a quantitative approach, applied type, explanatory and descriptive level, non-experimental design and cross-sectional. The population consisted of customers who make frequent purchases from the company (finite). The study sample consisted of 60 customers. The technique applied was the survey with a virtual process. It was concluded that digital marketing significantly influences purchase motivation in a medical products distributor, 2024 (sig.=0.000; r²=0.5929). Finally, conclusions and recommendations were issued

This study aimed to determine the impact of service marketing on customer acquisition in a general services company in Lima, Peru in 2024. Using a quantitative approach and an explanatory level, the incidence between the services marketing variable and customer acquisition was analysed. The sample consisted of 154 customers randomly selected from a population of 350 customers. The results show that service marketing has a positive and significant impact on customer acquisition, with a coefficient of determination of 76.73%. This suggests that service marketing is a key factor in attracting new customers and retaining existing ones. These findings indicate that the company should focus its efforts on developing effective service marketing strategies that comprehensively address the different aspects that impact on customer attraction and retention.

The purpose of this study was to determine the relationship between
social networks and brand positioning in a consulting services company.
The methodological approach applied was quantitative, with a correlational
level scope and a non-experimental cross-sectional design. The population
was made up of all the clients of the consulting company and by taking
into account only frequent clients during the last 6 months, a sample
of 50 buyers was selected. The data collection technique used to evaluate
the variables was exploratory analysis and the survey, while the
instrument selected was a questionnaire on the Likert scale composed
of a total of 24 questions. The information obtained was processed
using SPSS Version 27 software. After analyzing the results, it was
discovered that there is a significant relationship between social
networks and positioning in a consulting company, with a Spearman
coefficient equal to 0.840 with a significant level p = .000 < 0.05.
It can be concluded that maintaining an active and engagement-ready
presence on social media is crucial for companies.
Likewise, trained personnel and effective promotional campaigns are
needed to attract more customers since all these resources have the
purpose of achieving the organizational goals set.

El objetivo de esta investigación es analizar el impacto que tiene publicidad digital y la presencia redes sociales en el posicionamiento de marcas en el sector retail ecuatoriano. Se realizó un estudio cuantitativo utilizando encuestas a 312 clientes de tiendas minoristas en Ecuador. Los datos se analizaron mediante modelización de ecuaciones estructurales (SEM) para determinar las relaciones entre las variables estudiadas. Los hallazgos indican que la publicidad digital y la presencia en redes sociales influyen positivamente en el posicionamiento de marca, la combinación de la publicidad digital y la gestión de redes sociales es esencial para que las marcas en Ecuador logren un posicionamiento competitivo en el mercado retail. Las empresas deben adaptar estas herramientas a las particularidades locales para maximizar su impacto y relevancia en el contexto comercial.