Análisis de las estrategias de marketing en las industrias gráficas del cantón Durán

Abstract

This research focuses on how marketing and its strategies currently impact or influence the graphic industry in the canton of Duran, in the province of Guayas. In this study, the qualitative method is employed. This type of technique allows for the detailed collection of information from the source where marketing processes originate. The main objective was to analyze the strategies employed today, specifically identifying the most successful ones and proposing these results to other industries or organizations. The research concluded that digital marketing strategies are gaining ground over traditional ones and are increasingly being used by professionals.