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La Mercadotecnia como herramienta estratégica en las Micro y Pequeñas Empresas para el éxito empresarial

Year: 2025

Type: article

Abstract: Marketing represents an essential tool for the growth and sustainability of micro and small enterprises [MSEs], especially in contexts of high competition and limited administrative capacity, where the application of marketing strategies has an impact on the success of MSEs. The findings of this study reveal that the structured use of management tools, including the marketing mix, positively correlates with better financial results and business perception.

Source: Journal Microeconomics

DOI: 10.35429/jm.2025.9.15.4.1.5

Authors: Fidel Ramón Alcocer-Martínez, Jessica del Carmen Tejero-Canché, David Enrique Ramírez-Alcocer

Institutions: Autonomous University of Campeche, Universidad Internacional Iberoamericana, Universidad Internacional Iberoamericana

Language: English

Topic: SMEs Development and Digital Marketing

Subfield: Demography

Field: Social Sciences

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: diamond

OpenAlex ID: W4410910877

FWCI:

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