From Traditional to Digital Marketing: A Historical and Thoughtful Analysis of the Marketing Mix
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Abstract
Currently, the marketing mix as a concept, philosophy and framework for action in the business world has gained transcendental importance. Conceived as a management tool of the first order, part of the understanding and study of consumer needs, with which companies work their offer as a mix adjusted to the preferences of consumers of a product or service, providing benefits and increasing horizons of satisfaction. The present work presents as purposes to offer a global and reflective vision on the historical evolution of this strategic means of marketing. An approach through time will allow us to appreciate how this mixture of strategic tools is considered as ways of serving the client, insofar as they are designed and aimed at facilitating their decisions. In this way, contemplating the marketing mix from its origin to its current development allows it to be determined within the historical framework of economic progress. In addition, it allows us to appreciate how organizations have found new ways to sell. Although the emergence of the Internet and its evolution represented a revolution in the way we communicate and obtain information, currently the availability and mobility of technologies affects consumer habits and favors the transformation of classic business models. Along with this evolution, digital marketing strategies have also done so, but not necessarily to completely replace traditional marketing practices, but rather a mixture of both has been achieved.
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Rubén Neptalí Ávila-Peralta , Universidad Técnica Estatal de Quevedo - Ecuador
https://orcid.org/0000-0002-1885-4085
PhD candidate in Administration-UIIX-MEXICO, master's degree in Marketing, mention in Digital Marketing, Engineer in Marketing and International Trade. Professor at the Faculty of Business Sciences of UTEQ, with experience in the design, implementation and evaluation of projects; strategic and operational marketing planning; He is the author of several scientific publications on education, entrepreneurship and marketing.
Emma Yolanda Mendoza-Vargas , Universidad Técnica Estatal de Quevedo - Ecuador
http://orcid.org/0000-0002-2595-7154
- Marketing Engineer – UTEQ.
- Higher Diploma in Strategic Marketing Management -UNIANDES.
- Project Management Specialist – UNIANDES.
- Master in Business Management with Emphasis in Strategic Management – UNIANDES.
- Master in Neuromarketing - International University of La Rioja.
- Master in Digital Marketing - International University of La Rioja
Professor at the State Technical University of Quevedo for 15 years until now.
Eva Rosario Chávez-Rojas , Universidad Técnica Estatal de Quevedo - Ecuador
http://orcid.org/0009-0002-4170-5819
Doctorate in Business Administration, Master in Marketing, Graduate in Graphic Design with a Diploma in Community Management, educator at the Faculty of Business Sciences of the State Technical University of Quevedo, Marketing Major. Author of scientific articles. Professional experience in private companies in Graphic Design and Marketing departments, teaching experience for 14 years providing my services for different Universities including Pontificie Universidad Católica del Ecuador, Universidad Tecnológica Equinoccial and UTEQ.
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