Marketing impact in ecuadorian companies

Abstract

Social relations and the need for commerce gave rise to marketing. Throughout history it has had to adapt and change according to the innovations and needs of society. Companies use various marketing strategies to achieve their business objectives and meet the changing needs of consumers. The objective of this article is to determine the impact of marketing on companies to achieve adaptation and growth in a dynamic and competitive business environment. The mixed research paradigm is used, with a descriptive, observational methodology, which allows delving into the subject through an updated bibliographic review and studying cases of companies that have used marketing in an innovative way to achieve business success, through the logical historical method as a valuable tool to understand the evolution of marketing in Ecuador. As a result, data is obtained on the direct impact of marketing and emerging trends in digital marketing and the influence of social platforms on interaction with customers are also discussed. It highlights the strategies, opportunities and future challenges that organizations face in the pursuit of excellence in their marketing efforts.