Fortalecimiento de las Mipymes para el avance a nuevas etapas de desarrollo. Caso de estudio empresas seleccionadas del sector manufacturero

Abstract

The objective of the study was to analyze the use of digital marketing tools in PYMES in the city of Cuenca, given the significant weight that these companies have in the country's economy. Currently, innovation in the marketing process is increasingly relevant, the use of technology has become an important instrument to manage value in companies; For this reason, they have had to adapt to increasingly complex competitive environments.