Resumo:A Universidade da Costa Rica (UCR) tem como um dos pilares fundamentais do seu trabalho a ação social e nela, a educação continuada. Pensando no anterior, a Escola de Engenharia Topográfica cria o projeto ED3550 Atividades de Formação e Atualização em Engenharia Topográfica. Este projeto representa a oportunidade de oferecer opções de formação e atualização sobre temas relevantes e inovadores para as populações interessadas, e assim estabelecer uma ligação com a sociedade no fortalecimento das suas competências e habilidades profissionais. Para promover atividades de formação continuada, foram implementadas estratégias de marketing digital baseadas em redes sociais, e-mails e dispositivos móveis, o que permitiu projeção nacional e internacional aos cursos e palestras que foram organizados, o que se manifestou numa ampla participação de profissionais. não só da engenharia topográfica, mas de carreiras afins como: engenharia civil, geografia, biologia, direito e engenharia ambiental, só para mencionar alguns exemplos. Apresentamos uma sistematização da experiência com base no método de cinco pontos proposto por Jara (2018), no qual uma análise quantitativa das conquistas alcançadas é realizada durante o período de 2020 a 2022. Em síntese, a conquista obtida ao longo de dois anos de implementação do projeto é creditada ao uso de meios digitais para promover as atividades do programa. Isso possibilitou uma exposição significativa a diversas comunidades, permitindo ao EIT estabelecer conexões sociais e fomentar a atualização profissional. Conclui-se então que o marketing digital contribui significativamente para o conhecimento da população alvo, o que nos permite oferecer soluções adequadas às suas necessidades formativas.

Resumen: La Universidad de Costa Rica (UCR) tiene como uno de los pilares fundamentales de su quehacer la acción social y dentro de esta la educación continua. Con sustento en lo anterior, es que la Escuela de Ingeniería Topográfica (EIT) crea el proyecto ED3550 Actividades de Capacitación y Actualización en Ingeniería Topográfica. Dicho proyecto representa la oportunidad de ofrecer opciones de capacitación y actualización en temas relevantes e innovadores a las poblaciones interesadas, y con ello establecer un vínculo con la sociedad en el fortalecimiento de sus habilidades y destrezas profesionales. Para la promoción de las actividades de educación continua, se han implementado estrategias de mercadeo digital basado en redes sociales, correo electrónico y dispositivos móviles, lo cual ha permitido darle proyección nacional e internacional a los cursos y charlas que se han organizado, lo que se ha manifestado en una amplia participación de profesionales no solo de ingeniería topográfica, sino de carreras afines, tales como ingeniería civil, geografía, biología, derecho e ingeniería ambiental, por mencionar algunos ejemplos. En este estudio, se presenta una sistematización de la experiencia basada en el método de los cinco puntos propuesto por Jara (2018), en la cual se realiza un análisis cuantitativo de los logros alcanzados durante el período de 2020 a 2022. En síntesis, el éxito que se ha logrado en dos años de ejecución del proyecto es atribuido al uso de medios digitales para la divulgación de las actividades programadas, lo que ha permitido tener una exposición importante ante poblaciones diversas y le ha posibilitado a la EIT establecer un vínculo social y el fomento de actualización profesional. Se concluye, entonces, que el mercadeo digital aporta significativamente en el conocimiento de la población meta, lo que permite ofrecer soluciones adecuadas a sus necesidades de formación

Abstract: One of the fundamental pillars of the University of Costa Rica (UCR) is social action, which includes continuing education. In this sense, the School of Topographic Engineering has created the project ED3550 Training and Updating Activities in Topographic Engineering. This project is an opportunity to provide training and updating in relevant and innovative topics to those interested, and to create a link with society to strengthen professional skills and abilities. The training activities are promoted through digital marketing on social networks, e-mail and mobile devices. This has given a national and international projection to the courses and lectures organized, resulting in a wide participation of professionals not only from topographic engineering, but also from other professions such as civil engineering, geography, biology, law and environmental engineering, among others. A systematization of the experience is presented, based on the five-point method proposed by Jara (2018), in which a quantitative analysis of the achievements during the period from 2020 to 2022 is carried out. In summary, the success achieved in two years of project implementation is attributed to the use of digital media for the dissemination of program activities, which has provided an important exposure to different populations and has allowed the EIT to establish a social link and promote professional updating. It is therefore concluded that digital marketing contributes significantly to the knowledge of the target population, which makes it possible to provide adequate solutions to their training needs.

Abstract: Technological advances have generated drastic changes for many types of organizations, especially for Micro and small businesses (MiyPes). The objective of this research is to analyze the tools used by small-scale entrepreneurs mainly in the use and consumption of internet purchases (e-commerce) of products and services in Mexico. The descriptive-correlational method was used, with a 36-item research instrument with Likert-type scales, for which a finite sample of 550 elements was used. According to the findings, the linear regression model was used as a statistic to correlate the data. It is concluded that the use of showed a moderate direct correlation with online purchases, with more than (62%) reliability of the data, which were representative according to the model that defines the purchase profile for users as a commercial.

Resumen: Los avances tecnológicos, han generado cambios drásticos para muchos tipos de organizaciones, en especial para las Micros y pequeñas empresas (MiyPES). El objetivo que se plasma en esta investigación es analizar las herramientas que utilizan los empresarios en pequeña escala principalmente en el uso y consumo de las compras por internet (e-commerce) de productos y servicios en México. Se utilizó el método descriptivo-correlacional, con un instrumento de investigación de 36 ítems con escalas tipo Likert, para ello se contó con una muestra finita de 550 elementos. De acuerdo a los hallazgos encontrados se utilizó el modelo de regresión lineal como estadístico para correlacionar los datos. Se concluye que, el uso de la tecnología por los empresarios generó una correlación de .550, el consumo de programas tecnológicos fue de .157 y la habilidad en el uso del internet fue de .488, estas fueron las variables seleccionadas y prioritarias, que mostraron una correlación directa moderada con las compras por internet, con más del (62%) de confiabilidad de los datos, que fueron representativos de acuerdo al modelo que definen el perfil de compra para los usuarios como estrategia comercial.

Abstract Purpose: The paper aims to reveal the impact of relationship marketing (RM) practices adopted by companies in emerging markets on their market and financial performance (FP) over a long-term, 13-year perspective. Design/methodology/approach: The research design combines primary empirical data from 229 Russian companies, based on the Contemporary Marketing Practices (CMP) survey, and objective FP data from official statistical databases for 2008-2020 to verify the impact of RM practices on market and FP in the long term. Findings: The research underlines the significant impact of RM practices. It is important to notice that the effect of product development (PD) on marketing performance is mediated by competitor orientation. PD affects market and FP, whose roles vary with the return on assets (ROA). Research limitations/implications: Research design supplements the subjective survey data with the objective FP data on the ROA to avoid common method bias. Practical implications: Implementation of RM practices by Russian companies can increase their effectiveness of performance in the long term. Originality/value: This research shows the positive impact of RM practices on the FP of Russian firms over the past 13 years.

Abstract Paper aims To analyze the consumers intention to buy in commerce and services in the neighborhood, using the Theory of Planned Behavior (TPB) as a theoretical basis, analyzing the Attitude, the Subjective Norm, the Perceived Behavioral Control, and expanding the TPB through the influence on the Attitude of the Moral Attitude, Empathic Concern and the Impact of Covid-19. Originality There are no studies on consumer buying behavior in commerce and neighborhood services in emerging countries, nor with this combination in the conceptual structure - TBP, Empathic Concern, Moral Attitude and the Impact of Covid-19. Research method Data were collected from respondents, and analysis was performed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). Main findings The results indicate that the consumer's attitude towards buying in the neighborhood's commerce and services was positively and significantly influenced by the Moral Attitude and Impact of Covid-19 but not by Empathic Concern. Attitude, Subjective Norm, and Perceived Behavioral Control positively and significantly influence the intention to buy in neighborhood commerce and services. Implications for theory and practice As a theoretical implication, the conceptual model extends the TBP, adding the dimensions of Empathic Concern, Moral Attitude, and the Impact of Covid-19 on Attitude. In practice, the study can help store managers, retailers, and marketing professionals in the sector incorporate specific actions to reach potential consumers and improve their results. (TPB basis Norm Covid19. Covid19 Covid 19. 19 countries TBP respondents PLSSEM. PLSSEM PLS SEM . (PLS-SEM) s neighborhoods Covid-1 implication managers retailers Covid1 1 (PLS-SEM Covid-

ABSTRACT Introduction: Periodization allows us to analyze the history of processes and recognize relevant changes from the present. The Cuban HIV prevention strategy has national and international results, however, there are few publications on its historical course. Objectives: Describe the periods and milestones that characterize the HIV prevention strategy. Method: The methodology was qualitative, the techniques of participant observation, documentary review and expert interviews are used. Results: From 1983 to 2021, four periods were identified, called preparation and first steps; strengthening the strategy; decentralization of prevention and post-COVID-19 reorientation actions and services. The milestones were identified in the areas of epidemiological surveillance, social marketing of condoms, intersectorality, and the care and participation of key populations. Conclusions: The periodization of the strategy shows different approaches applied over time, the spiral development of the different actors in society towards social inclusion and the participation of the social sectors and government. The milestones make visible the transition of the HIV prevention strategy from a vision predominantly focused on the provision of health services by the health sector to a shared perspective, with key populations, the social sectors and the government.

RESUMEN Introducción: La periodización permite analizar la historia de los procesos y reconocer desde el presente los cambios relevantes. La estrategia cubana de prevención del VIH tiene resultados nacionales e internacionales, sin embargo, existen pocas publicaciones sobre su decursar histórico. Objetivos: Describir los períodos e hitos que caracterizan la estrategia de prevención del VIH. Método: Se utilizó el método cualitativo, con técnicas de observación participante, revisión documental y entrevista a expertos. Resultados: De 1983 a 2022, se identificaron cuatro períodos, denominados preparación y primeros pasos; fortalecimiento de la estrategia; descentralización de las acciones y servicios de prevención y reorientación post COVID-19. Los hitos se identificaron en las áreas de vigilancia epidemiológica, mercadeo social de condones, intersectorialidad y la atención y participación de las poblaciones clave. Conclusiones: La periodización de la estrategia muestra diferentes enfoques aplicados a través del tiempo, el desarrollo en espiral de los diferentes actores de la sociedad hacia la inclusión social y la participación de los sectores sociales y gobierno. Los hitos visibilizan el tránsito de la estrategia de prevención del VIH desde una visión predominantemente centrada en la provisión de servicios de salud por el sector sanitario a una perspectiva compartida, con las poblaciones clave los sectores sociales y gobierno.

Abstract Introduction It has been estimated that the proportion of blood donors in Brazil is below 2.0 %, lower than that recommended by the World Health Organization, which is between 3 % and 5 % of the population. Objective The aim of this study was to analyze the factors that can influence blood donation. Method This is an integrative review, whose bibliographic search was carried out through the Virtual Health Library, considering scientific articles indexed in the Latin American and Caribbean Literature in the Health Sciences database. Results This process was performed in July 2022 with term “blood donors” and 901 publications were identified, without delimitation of the study period or any other aspects. After applying the inclusion and exclusion criteria, 40 articles were fully reviewed. The studies were categorized according to the main content discussed in “characteristics and perspectives of donors”, “perspective of health professionals and services” and “loyalty strategies: marketing and communication in health”. Access to coherent information about the donation process was the motivational aspect evidenced in the three categories of analysis, that is, indispensable from the perspective of users, health professionals who work in blood therapy services and for marketing and communication in health. It is through the knowledge of the procedure that uncertainties and fear are decreased and loyal donors are increased. Conclusion Altruism was the most frequent driving feeling in the consulted literature, whereas the lack of time and fear were the routine obstacles. The campaigns were identified as communication and health education actions relevant to attracting and retaining the donor, as well as applications and social networks. 20 2 0 2. Organization population review Library database 202 90 aspects criteria 4 reviewed characteristics donors, , loyalty strategies . health” analysis users increased literature obstacles donor networks 9

ABSTRACT The quality perception of fruits and vegetables is a key factor for marketing and consumption. Quality determination is carried out subjectively by the consumer and with objective methods, many of which are destructive. The use of optical techniques and real-time screening, including determination of quality attributes by non-destructive methods, represents operational advantages for grading and selection systems. This work aimed to search for correlation between the tomato ripeness indexes with Biospeckle Laser (BSL) data. The epidermis color (CIE L*a*b), firmness, pH, Total Titratable Acidity (TTA), Total Soluble Solids (TSS), (oBrix), and respiration were measured. These data were correlated with BSL numerically by the Moment of Inertia (MI) and the Average Value of Difference (AVD). A high correlation was found with respiration and pH by the MI method, and with TTA, flavor, and respiration by the AVD method. consumption methods destructive realtime real time screening nondestructive non systems (BSL CIE L*a*b, Lab L*a*b , L b L*a*b) firmness TTA (TTA) TSS, TSS (TSS) oBrix, oBrix (oBrix) measured (MI AVD. . (AVD) method flavor (TTA (TSS (oBrix (AVD

Resumen Este artículo analiza las prácticas de green marketing en el campo del turismo y la hospitalidad y tiene como objetivo discutir la presencia, la eficacia y los resultados derivados de estas prácticas en tres balnearios en la costa del Estado de Santa Catarina. Para el desarrollo de la investigación cualitativa exploratoria-descriptiva, se adoptó el método de estudio de casos múltiples, con cinco entrevistas en profundidad apoyadas en documentación como instrumentos de recolección de datos. Para el análisis de los casos, la técnica de proposiciones teóricas y análisis cruzado (Yin, 2015) apoyó la discusión de los resultados. El escenario observado permitió identificar la ocurrencia de ventaja competitiva a través de prácticas de green marketing y propuestas de valor verdes presentes en el posicionamiento de las organizaciones investigadas, indicando la alineación entre su aplicación y el comportamiento del consumidor en turismo. A pesar de ello, se identificó que la marca verde y el uso de etiquetas y certificaciones en las actividades de comunicación y posicionamiento no son considerados activos estratégicos capaces de influir en las decisiones de consumo. Así, este artículo se propone estimular a los investigadores e instigar a los gestores sobre la presencia del green marketing en las decisiones de marketing de los medios de alojamiento. Catarina exploratoriadescriptiva, exploratoriadescriptiva exploratoria descriptiva, descriptiva exploratoria-descriptiva múltiples datos Yin, Yin (Yin 2015 investigadas ello consumo Así alojamiento 201 20 2

Abstract This paper discusses green marketing practices in the field of tourism and hospitality and aims to discuss the presence, effectiveness and results arising from these practices in three resorts on the coast of the State of Santa Catarina. For the development of the exploratory-descriptive qualitative research, the multiple case study method was adopted, with five in-depth interviews supported by documentation as data collection instruments. For the analysis of the cases, the technique of theoretical propositions and cross-analysis (Yin, 2015) supported the discussion of the results. The observed scenario allowed identifying the occurrence of competitive advantage through green marketing practices and green value propositions present in the positioning of the investigated organizations, indicating alignment between its application and consumer behavior in tourism. Despite this, it was verified that the green brand and the use of labels and certifications in communication materials are not considered strategic assets capable of influencing consumption decisions. Thus, this article proposes to stimulate researchers and instigate managers about the presence of green marketing in the market decisions among means of accommodation. Catarina exploratorydescriptive exploratory descriptive research adopted indepth depth instruments cases crossanalysis cross Yin, Yin (Yin 2015 organizations Thus accommodation 201 20 2

Resumo Este artigo discorre sobre práticas de green marketing no âmbito do turismo e hospitalidade e tem como objetivo discutir a presença, a efetivação e os resultados advindos dessas práticas em três resorts do litoral do Estado de Santa Catarina. Para o desenvolvimento da pesquisa qualitativa exploratória-descritiva, foi adotado o método de estudo de casos múltiplos contando com cinco entrevistas em profundidade apoiadas por documentação como instrumentos de coleta de dados. Para análise dos casos, a técnica de proposições teóricas e análises cruzadas (Yin, 2015) embasou a discussão dos resultados. O cenário observado permitiu identificar a ocorrência de vantagem competitiva para as organizações investigadas por meio de práticas de green marketing e proposições de valor verde presentes em seus posicionamentos, indicando alinhamento entre sua aplicação e o comportamento do consumidor no turismo. Apesar disso, observou-se que a marca verde e a utilização de selos e certificações na comunicação de marketing não podem ser considerados ativos estratégicos capazes de influenciar decisões de consumo. Assim, o presente artigo propõe estimular pesquisadores e instigar gestores sobre a presença do green marketing em decisões mercadológicas de meios de hospedagem. Catarina exploratóriadescritiva, exploratóriadescritiva exploratória descritiva, descritiva exploratória-descritiva dados Yin, Yin (Yin 2015 posicionamentos disso observouse observou se consumo Assim hospedagem 201 20 2

BACKGROUND: Limited research has been conducted in South Africa's multi-level marketing (MLM) sector, particularly pertaining to distributor satisfaction and its influencing factors AIM: This study aims to determine the extent to which trust mediates the relationship between distributor satisfaction and loyalty within the MLM framework in South Africa SETTING: This study was conducted among distributors within the South African multi-level marketing environment METHOD: This study adopted a descriptive research design. A total of 376 distributors from health and wellness sectors, focused on MLM companies in South Africa. They were selected through non-probability convenience sampling. Confirmatory factor analysis (CFA) was employed to validate the data's reliability, while structural equation modelling (SEM) was utilised to examine both the direct and indirect effects postulated in the study RESULTS: The analysis revealed a notable indirect positive effect, linking distributor satisfaction to distributor loyalty, with trust acting as a mediating variable. Additionally, direct positive correlations were identified between distributor satisfaction and loyalty and between distributor trust and loyalty CONCLUSION: For health and wellness MLM companies in South Africa, it is vital to enhance distributor loyalty and trust. This can be accomplished by increasing distributor satisfaction and refining the way they communicate business opportunities CONTRIBUTION: Multi-level marketing can benefit from the findings of the research as this improves insight into the direct and indirect effects of distributor satisfaction on distributor loyalty and trust and provides empirical insights into the MLM industry

BACKGROUND: Studies investigating the relationship between travel motivations and destination choice are often unidimensional and hierarchical, presenting limited perspectives on traveller groups with diverse socioeconomic backgrounds. AIM: This study investigates the variations in travel motives versus destination choices given different income bands. It presents a nuanced profile of income group members based on socio-demographic variables and travel experience. SETTING: South African domestic tourism. METHOD: Threshold regression was applied to determine whether 13 motivations changed toward six destinations given specific income levels. Data from the 2019 South African Social Attitudes Survey (SASAS) were used and the weighted sample represented 42 573 093 South Africans. RESULTS: The threshold regression materialised with between four to six breakpoints for most destinations. Fun dominated as a motive among lower income groups, as opposed to relationship building for higher income groups. Relaxation, as a known core travel motivation, did not lead to varied interest in specific destinations. Apart from motives, race and travel experience produced several significant differences. CONCLUSION: Income thresholds meaningfully explain variations in the relationship between travel motivations and destination choice. More effective marketing strategies should be built around travellers within overlooked markets. CONTRIBUTION: The study provides novel empirical evidence that destination choice is non-linear and multifaceted. It applies threshold regression that has not been used in destination choice studies. Finer nuanced segments are identified and suggest an amendment to the travel career pattern (TCP) to accommodate developing and emergent travellers.

BACKGROUND: The extensive use of plastic in global supply chains (GSCs) has a profound impact on ecosystems and human well-being. Therefore, it is essential to implement an integrated strategy that takes into account the intricate interplay between economic factors, consumer behaviours, industrial practices, and environmental consequences to effectively address the plastic problem in global supply chains OBJECTIVES: This study explored the factors that contribute to plastic pollution in GSCs and proposed solutions METHOD: A thematic analysis of peer-reviewed articles, grey literature, and case studies of corporations implementing measures to reduce plastic pollution was conducted RESULTS: Variables including production, material economics, marketing techniques, consumer choices, insufficient recycling facilities, regulatory frameworks, and GSC complexities have an impact on plastic pollution. Remedies like sustainable alternatives, circular economy methods, and extended producer accountability confront obstacles such as expenses, scalability, consumer acceptance, technological constraints, and policy fragmentation CONCLUSION: Addressing the issue of plastic pollution in GSCs is a challenging task that demands extensive and collaborative solutions. Currently, the mitigation strategies in place have several limitations, such as the absence of personalisation, cooperation, consumer involvement, and technological progress CONTRIBUTION: This study provides a holistic analysis of plastic pollution in GSCs, establishing a theoretical framework that incorporates environmental, economic, and social aspects of sustainability. It also offers practical suggestions for businesses to adopt more effective plastic waste reduction strategies and to enhance supply chain management practices

Abstract The objective of the study is to determine if a policy of preference for the domestic public debt market influences the development of the respective financial system. Using panel data techniques, I tested the causal relationship between the domestic marketing of public debt securities and eight indicators of financial development. For this, I used static regression models with fixed effects computed by ordinary least squares (OLS) or dynamic regression models with fixed effects computed by the generalized method of moments (GMM) in differences, depending on each case. I also used random effects models controlled by fixed effects calculated by two-stage least squares (2SLS). By rejecting the null hypothesis that the literature has been assuming as true, it was confirmed that the traditional theories of financial development were incomplete. Although the research shows that the preference for the domestic public debt securities market influences financial development -and therefore economic development-it does not explain why it hasn’t been given greater importance in less developed countries. The formulation of that answer would be more related to the fields of study in which ethics and politics move.

Resumen El objetivo del estudio es determinar si una política de preferencia por el mercado de deuda pública interna influye en el desarrollo del sistema financiero respectivo. Mediante técnicas de datos de panel, se contrastó la relación de causalidad entre el mercado interno de valores de deuda pública y ocho indicadores de desarrollo financiero. Para ello, se utilizaron modelos de regresión estática con efectos fijos computados por mínimos cuadrados ordinarios (MCO) o modelos de regresión dinámica con efectos fijos computados mediante el método generalizado de momentos (MGM) en diferencias, según era pertinente. También se usaron modelos de efectos aleatorios controlados por efectos fijos calculados por mínimos cuadrados en dos etapas (MC2E). Al rechazarse la hipótesis nula que la literatura ha asumido como cierta, se confirmó que las teorías del desarrollo financiero tradicionales estaban incompletas. Si bien la investigación muestra que la preferencia por el mercado de valores de deuda pública interna influye en el desarrollo financiero, y, por lo tanto, en el desarrollo económico, no explica por qué en países menos desarrollados no se le da una mayor importancia. La formulación de esa respuesta estaría más relacionada con campos de estudio que incluyan la ética y la política.

Resumen Los factores culturales de una población son muy relevantes, ya que enmarcan las características que diferencian a los diferentes grupos humanos. El objetivo de este estudio fue analizar cómo los factores culturales aportan en la producción de cacao, identificando las perspectivas de los pequeños productores y de los directivos de instituciones públicas competentes en el sector cacaotero de la provincia de Manabí, tomando el esquema de la asociatividad, ya que se considera que este presenta beneficios dentro del encadenamiento de comercialización de los pequeños productores rurales. La investigación se encuadró metodológicamente en el paradigma interpretativo, recopilando datos cualitativos, a través de técnicas como entrevistas semiestructuradas y Focus Group. Se aplicó el método estudio de caso, lo que permitió estudiar a profundidad y de forma natural la problemática. Los principales resultados obtenidos se orientan a que en la calidad del cacao destaca la relevancia de los factores culturales y la producción orgánica, pero a la vez se presenta una notable preocupación por parte de los pequeños productores cacaoteros, afirmando que las nuevas generaciones optan por dedicarse a otras actividades, lo que podría ser contraproducente para la actividad agrícola.

Abstract The cultural factors of a population are very relevant, since they frame the characteristics that differentiate the different human groups. The objective of this study was to investigate how cultural factors influence cocoa production, identifying the perspectives of small producers and managers of competent public institutions in the cocoa sector of the province of Manabí, taking the associativity scheme, since it is considered that this presents benefits within the marketing chain of small rural producers. The research was methodologically framed in the interpretive paradigm, collecting qualitative data, through techniques such as semi-structured interviews and Focus Group. The case study method was applied, which allowed the problem to be studied in depth and in a natural way. The main results obtained are oriented towards the fact that in the quality of cocoa the relevance of cultural factors and organic production stands out, but at the same time there is a notable concern on the part of small cocoa producers, affirming that the new generations choose to dedicate themselves to other activities, which could be counterproductive for agricultural activity.KEY WORDS: ludic methodology, imaginative pedagogy, teaching- learning.

RESUMEN Luego de vencer la pandemia del COVID-19, el mercado empresarial experimentó una importante expansión, lo que impulsó el desarrollo de nuevos emprendimientos comerciales en una variedad de industrias, incluyendo corporativa, industrial y textil, entre otras. Muchas empresas se han visto afectadas por la crisis económica mundial, lo que requiere la implementación de nuevas estrategias para impulsar las ventas y mejorar la comercialización del producto. Con el objetivo de elaborar estrategias digitales de comercialización para la empresa, se utilizó una metodología cualitativa y cuantitativa de tipo descriptivo, con la aplicación de los métodos analítico, sintético, inductivo y deductivo, así como el método particular de las ciencias administrativas. Se emplearon técnicas de encuesta para obtener información relevante sobre el objeto de estudio. Los resultados obtenidos a través de la aplicación de la matriz FODA permitieron el establecimiento de objetivos claros, el desarrollo de la dirección comercial adecuada, la creación de la estrategia digital y la mejora de la estructura de procesos y procedimientos a través de la ejecución de las acciones organizativas internas necesarias, para incrementar la competitividad de la empresa ferrometales Allan del Cantón Quevedo.

ABSTRACT After overcoming the COVID-19 pandemic, the business market experienced significant expansion, which spurred the development of new business ventures in a variety of industries, including corporate, industrial, and textile, among others. Many companies have been affected by the global economic downturn, requiring the implementation of new strategies to drive sales and improve product marketing. In order to develop digital marketing strategies for the company, a descriptive qualitative and quantitative methodology was used, with the application of analytical, synthetic, inductive and deductive methods, as well as the particular method of administrative sciences. Survey techniques were used to obtain relevant information on the object of study. The results obtained through the application of the SWOT matrix allowed the establishment of clear objectives, the development of the appropriate commercial direction, the creation of the digital strategy and the improvement of the structure of processes and procedures through the execution of the necessary internal organizational actions, to increase the competitiveness of the ferret company Allan del Cantón Quevedo.

Resumen Introducción : Conocer las características del mercado farmacéutico permite obtener información sensible para entender la oferta, la demanda y el acceso de la pobla ción a los medicamentos. Con el objetivo de aportar da tos primarios respecto a la comercialización de fármacos en Argentina, se desarrolló la siguiente investigación. Métodos : Se trata de un estudio descriptivo cuanti tativo-cualitativo transversal del mercado farmacéutico argentino, tomando en cuenta 30 años de información oficial aportada por la Agencia Reguladora Nacional (ANMAT). Resultados : Se identificaron 216 laboratorios (182 nacionales) productores/importadores de medicamentos, 53 distribuidores y 479 droguerías (establecimientos de distribución de medicamentos al por mayor). Se detectó una alta concentración de la comercialización, agrupán dose el 90% de la misma, en solo 5 intermediarios. En el país existen actualmente 6670 productos/certificados, cantidad que fluctuó a lo largo de los últimos 30 años. Seis laboratorios son dueños de entre 116 y 208 certifica dos. El 84% de estos productos provienen de laboratorios nacionales, 5002 son monofármacos, mientras que el 83% se comercializa bajo un nombre de fantasía. Las tres principales indicaciones a las que se destina el registro de medicamentos en la Argentina son enfermedades del aparato digestivo, sistema nervioso, e infecciosas; el 58% es comercializado como formulaciones orales. Discusión : el presente trabajo muestra que el mer cado farmacéutico argentino tiene una participación mayoritaria de capitales nacionales, existiendo gran concentración en pocas empresas productoras y distri buidoras. Los productos son mayormente monodrogas comercializadas en forma oral y ofrecidas por su nombre de fantasía.

Abstract Introduction : Knowing the characteristics of the phar maceutical market allows obtaining sensitive informa tion to understand the supply, demand and access of the population to medicines. In order to provide primary data regarding the marketing of drugs in Argentina, the following research was performed. Method : This is a cross-sectional quantitative-quali tative descriptive study of the Argentine pharmaceutical market, taking into account 30 years of official information provided by the National Regulatory Agency (ANMAT). Results : Two hundred and sixteen laboratories (182 national) drug producers/importers, 53 distributors and 479 drugstores (wholesale drug distribution establishments) were identified. A high concentration of market ing was detected, grouping 90% in only 5 intermediaries. There are currently 6670 products/certificates in the country, an amount that fluctuated over the last 30 years. Six laboratories are owners of between 116 and 208 certificates; 84% of these products come from na tional laboratories, 5002 are mono-drugs, while 83% are marketed under a fancy name. The three main indica tions for which the registration of drugs in Argentina is intended are diseases of digestive system, nervous system and infectious diseases; 58% of the marketed products consist of oral formulations. Discussion : Based on data provided by this study, it is possible to assert that the Argentinian pharmaceutical market has a majority share of national capital, with a great concentration in a few pharmaceutical companies and distributors. The products are mostly available as non-combined drugs, in their oral form, and available by their brand names.