TRANSFORMATION OF MARKETING IN SMES APPLYING A DATA-DRIVEN APPROACH IN DYNAMIC ENVIRONMENTS: A LITERATURE REVIEW

Masias A.A.; Masias D.A.; Zuniga T.R.; de Atausinchi C.M.M.S.; Orellana F.P.; Sánchez A.M. · Scientific Culture (2025) · DOI: 10.5281/zenodo.11032561

Resumen

This study analyzes the transformation of marketing in SMEs through a data-driven approach in dynamic environments, based on a literature review of 27 scientific articles published between 2018 and 2025 in the Scopus and DOAJ database. The selected studies address topics such as dynamic capabilities, marketing innovation, digital marketing, e-WOM, social media strategies, and consumer behavior, across sectors like tourism, technology, manufacturing, and education. Findings show that the integration of analytical tools, digital platforms, and participatory methodologies enhances business performance, brand positioning, and customer loyalty. Patterns emerge linking digital transformation with organizational resilience, value co-creation, and strategic adaptation. Limitations are noted in relation to non-digitalized sectors and the lack of applied field research. The study concludes that SME marketing is evolving into a strategic system that integrates technology, innovation, organizational culture, and knowledge management to effectively respond to volatile environments.

Instituciones: Universidad Tecnológica del Perú; Universidad Peruana Los Andes; Universidad César Vallejo