MMARKETING MIX EN EL SECTOR TRANSPORTE: UNA REVISIÓN LITERARIA CIENTÍFICA 2018 -2023

Abstract

The literature review examines the marketing mix in transportation from 2018 to 2023, using a
systematic literature review. Twenty-one relevant articles were selected from platforms such as
Emerald, Science Direct, Scopus and Google Scholar, managing citations with Mendeley Desktop and
following APA 7 format. The results highlight the importance of marketing strategies in a competitive
market, focusing on customer satisfaction and adapting to change. It is concluded that the marketing
mix, with its focus on product, price, distribution and promotion, is crucial to improve performance and
customer satisfaction in transportation, enabling adaptation to changing demands, driving innovation
and overcoming challenges such as digitalization to maintain business competitiveness.