Análisis del Marketing Business to Business vs Marketing Tradicional en la Industria de Servicios Tecnológicos en el Distrito Metropolitano de Quito

Abstract

The present study aims to present the results of the research, the analysis of Marketing Business to Business vs Traditional Marketing in the technology services industry in the Metropolitan District of Quito. The study used the combination of a qualitative evaluation together with the quantitative analysis that helped to interpret the following variables: i) the experience in the use of B2B Marketing, ii) the investment for B2B Marketing development, iii) the adoption of B2B Marketing In sales, iv) Perceived benefits, for The point of view of companies that use traditional marketing. The result of this work, through surveys and interviews, showed that the companies that used the elements of marketing potentially increased their market share, achieving from 5% to 60% increase in sales, It helped to propose new strategies for companies that always kept up with traditional marketing and that services start with the transition from utilizing B2B Marketing and the perception of new benefits.