Proximity Marketing: Agile Framework for a Systematic Literature Review

DEL CASTILLO CASTRO C.I.; Barbadillo L.A.Q.; Castañeda Barbarán M.D.C. · Smart Innovation, Systems and Technologies (2024) · DOI: 10.1007/978-3-031-66961-3_59

Resumen

Technology is currently decisive for the development of activities that involve human beings; the technological revolution, the appearance of the Internet, mobile devices, and all the emerging tools with which we interact, allow us to greatly improve the quality of life of human beings and, above all, offer mechanisms that speed up the processes related to daily activities in the home, family, work, and leisure. The objective of this research was to make a systematic review of the literature and explore one of the new emerging technologies of recent years: proximity marketing, again marking a milestone in the development of new applications and in the way people interact. Companies for communication of information or marketing strategies, demonstrating the need for their application and above all their knowledge; Likewise, for the development of this research, and as a contribution to research, an agile framework has been proposed for the systematic review of the literature, taking into account that research today is one of the pillars for technological growth, innovation and professional development. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.

Instituciones: Universidad Nacional Pedro Ruiz Gallo; Universidad Católica Santo Toribio de Mogrovejo