Marketing as a strategy to improve business competitiveness: A systematic review of the literature between 2021 and 2024

Lourdes Orrego Campos C.; Lazaro-Acero H.M.; Velezmoro-López J.A. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2025) · DOI: 10.18687/laccei2025.1.1.649

Resumen

The present study proposed to analyze research on marketing as a strategy to improve business competitiveness during the period 2021 and 2024.. In this way, a systematic review was carried out, using reliable repositories, starting from Alicia Concytec, Redalyc, Dialnet, Scopus, Google Academic and The Reference. Terms such as “marketing”, “positioning”, “loyalty”, “customer satisfaction” and “consumer experience” were used. The requirements to be taken into account were the presence of the variables within the title, the years of publication and the accessibility of the full text, among others. The studies reviewed examined sensory, experiential, and social marketing strategies, as well as digital tools such as social media, content marketing, and SEO. The results indicated that well-designed strategies have a positive impact because they achieve loyalty and improve the relationship with customers, also position the brand, attract new customers and increase sales, highlighting the importance of understanding consumer behavior and measuring performance. of the campaigns.

Instituciones: Universidad Tecnológica del Perú