Abstract
Nowadays, due to the different economic changes in companies, marketing 2.0 has become one of the most viable strategies for organisational development within the markets, as this economic model tends to show a competitive growth in the industries. Lack of knowledge is a key factor that prevents organisations from growing and gaining the competitive advantages that companies should have when they enter the market. Its object of study allowed to consider the relevant theories of several authors, which ratified the results obtained, where it is indicated that organisations depend on innovation, interaction and the development of new tools for micro-enterprise growth that allow them to survive in a changing market, however, they must also contribute to the proper management of Marketing 2.0 and its recognition by stakeholders. This research determined the characteristics and the relationship that marketing has had on the growth of microenterprises obtaining optimal results that allowed the identification of the key factors of application to the study group of 243 microenterprises in the South of Quito.
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Quispe, J., Segura, E., Chacón, D., Ortega, W. (2022). Marketing 2.0 as a Tool for Microenterprise Growth. In: Zambrano Vizuete, M., Botto-Tobar, M., Diaz Cadena, A., Durakovic, B. (eds) Innovation and Research - A Driving Force for Socio-Econo-Technological Development. CI3 2021. Lecture Notes in Networks and Systems, vol 511. Springer, Cham. https://doi.org/10.1007/978-3-031-11438-0_46
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