Marketing communication in consumer behavior for organizations; systematic review of literature
Main Article Content
Keywords
Communication, Commercialization, Consumer behavior, Management of brand, Advertising
Abstract
This article aims to gather information referred to Marketing communication in consumer behavior for organizations, is based on a systematic review of the literature and an analysis of trends, through the exploration of databases of EBSCOhost®, Scopus® and Web of Science®; These allowed to identify 71 articles.
The software will be used as MAXQDA® which will use a qualitative analysis of the results; In the same way, VOSviewer® software was used to make frequency maps and keyword matches. Results were obtained that had that this theme is of great importance for organizations. Likewise, it is evident that Marketing communication is a key factor for the generation of value and also an important tool to promote competitiveness.
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Jonathan F. Virgüez, Pedagogical and Technological University of Colombia
Magister en administración. Universidad Pedagógica y Tecnológica de Colombia.
Diana Carolina Sánchez Pineda, Technological University of Colombia
Specialist in Planning and Territorial Development Management. Pedagogical and Technological University of
Colombia
Sergio Armando Rodríguez Suancha, Pedagogical and Technological University of Colombia
Business administrator. Pedagogical and Technological University of Colombia