Marketing strategies and digital marketing: mapping national production in Administration

Abstract

This work aims to carry out a Systematic Review of the Literature about national production in Administration regarding digital marketing strategies in the last decade. To this end, it delves into its foundations, the themes relating to digital marketing and marketing strategies. It is a qualitative study, using the construction of a Systematic Literature Review, dividing its methodology into a search in the SPELL database, selection and analysis of articles. It is noteworthy that 12 articles were analyzed, all of which came from nationally circulated periodicals. The results reveal the growing number of research related to digital marketing strategies. Therefore, it is concluded that digital marketing has played a determining role in the development of marketing strategies that directly impact the growth of organizations across the country.