Adaptación a un mundo cambiante: Abordando los desafíos de las 4Ps en el marketing Pos-pandemia Covid-19.

Autores/as

DOI:

https://doi.org/10.29105/vtga10.5-972

Palabras clave:

4Ps en el marketing, desafíos pos-pandemia, desempeño empresarial

Resumen

El objetivo es realizar un análisis literario de las 4Ps del marketing, con énfasis en su relación con el desempeño empresarial y la competitividad de las Pymes en función de los de las 4Ps en el marketing Pos-pandemia Covid-19, se realizó una búsqueda en la base de datos de la revista ScienceDirect analizando los impactos que se tienen en las organizaciones, tomando brechas y estudiándolas para realizar una discusión desde el ambiente científico, dicho proceso consistió en cuatro fases: 1) analizar las palabras claves más representativas con respecto al marketing y las 4Ps, 2) ver los artículos con mayor citación con respecto al fenómeno de estudio, 3) comparación de los hallazgos con respecto a los desafíos contemplados por la comunidad científica, 4) destacar los artículos encontrados en diferentes áreas temáticas, tales como Ciencias Sociales, Economía y Finanzas. Resultados muestran una excelente posición de la comunidad científica con respecto a los escenarios de la pre-pandemia, durante la pandemia y pos-pandemia, de esto surge la principal con contribución de este trabajo el cual reside en dar a conocer el ¿cómo? han abordado los desafíos en las organizaciones con respecto a las 4Ps en el marketing y su adaptación a un mundo cambiante.

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Biografía del autor/a

Francisco Canibe-Cruz, Universidad Autónoma de Coahuila

Profesor-Investigador en la Facultad de Administración y Contaduría en la Universidad Autónoma de Coahuila UAdeC, Línea de Investigación: Desarrollo y Competitividad en las Organizaciones

Patricia Ramos-Rubio, Universidad Autónoma de Ciudad Juárez

Profesora-investigadora del Programa de Administración de Empresas en la Universidad Autónoma de Ciudad Juárez (UACJ. Líneas de investigación: Administración estratégica, Mercadotecnia, Responsabilidad Social y Competitividad.

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30-09-2024

Cómo citar

Reyes-Carlos, A. E., Canibe-Cruz, F., & Ramos-Rubio, P. (2024). Adaptación a un mundo cambiante: Abordando los desafíos de las 4Ps en el marketing Pos-pandemia Covid-19. Vinculatégica EFAN, 10(5), 83–98. https://doi.org/10.29105/vtga10.5-972