Tecnologías para el uso de marketing de proximidad: un aporte teórico

The research focuses on making a theoretical approach to technologies for the use of proximity marketing; relying on the theoretical method of analysis-synthesis for the development of this study, as well as, the Publish or Perish tool for the search of documents. In this sense, proximity marketing supports the delivery of advertisements that are customized according to the market segment, through technological tools (Bluetooth, WiFi, NFC, RFID, beacons, geofencing); with its measurement indicators that lead to a control, monitoring and evaluation of the advertising campaign.