Marketing mix en el sector transporte: una revisión literaria científica 2018 -2023
DOI:
https://doi.org/10.71727/disciplinares.v3i1.147Palabras clave:
Marketing Mix, transporte logistico, estrategia de marketing, factores de transporteResumen
La revisión bibliográfica examina el marketing mix en el transporte de 2018 a 2023, utilizando
una revisión sistemática de literatura. Se seleccionaron 21 artículos relevantes de plataformas
como Emerald, Science Direct, Scopus y Google Scholar, gestionando citas con Mendeley
Desktop y siguiendo el formato APA 7. Los resultados destacan la importancia de estrategias
de marketing en un mercado competitivo, enfocándose en la satisfacción del cliente y la
adaptación a cambios. Se concluye que el marketing mix, con su enfoque en producto, precio,
distribución y promoción, es crucial para mejorar el rendimiento y satisfacción del cliente en el
transporte, permitiendo la adaptación a demandas cambiantes, impulsando la innovación y
superando desafíos como la digitalización para mantener la competitividad empresarial.
Citas
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