Incidencia del marketing digital y su relación con la rotación de inventario en las medianas empresas del sector comercial en Guayaquil.

Abstract

The following research work has the fundamental objective of analyzing the incidence of digital marketing and its relation to inventory turnover in médium-sized businesses in the commercial sector in Guayaquil. The research design was non-experimental, since only the interaction between the study variables was visualized. The scope of this work is correlational documentary. We apply a mixed approach, since we use numerical and statistical tools to analyze the results, and in tum, we complement it with interviews with experts firom the companies analyzed. Secondary data were used as the basis of the Superintendence of Companies, and also of primary type, through interviews with the main stakeholders. The study found that there is no positive relationship of great magnitude between investment in digital marketing and the turnover of medium-sized companies in the commercial sector in Guayaquil.