Impact of the integration of traditional and digital marketing strategies in ACUACAR's accredited organizations: a practical approach for emerging markets in the Colombian Caribbean
DOI:
https://doi.org/10.71112/4ed4bt51Keywords:
accredited organizations, emerging markets, marketing strategies, hybrid marketingAbstract
The study examines the impact of integrating traditional and digital marketing strategies in Accredited Organizations (OA) in Cartagena, Colombia. Through an international, national, and local literature review, an empirical gap in research on these hybrid approaches within this context was identified. A population of 130 collaborators from OA and related areas of Aguas de Cartagena S.A. and Veolia in Tunja and Montería was studied. The analysis also employed a model based on structural equations to evaluate the effectiveness of the strategies and test the hypotheses, ensuring statistical validity. Additionally, a practical case was explored, highlighting challenges and opportunities. This work presents an innovative model that expands scientific knowledge of marketing in emerging markets, proposing new lines of research in this field.
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