Barcelona SC has its official store in the city of Guayaquil-Ecuador, but due to high investment costs it cannot open more physical stores in other cities and so far it has not ventured into electronic commerce; which causes dissatisfied customers. Therefore, the objective of this study was to develop an electronic commerce strategy for Barcelona SC, taking as reference the global impact soccer teams of Real Madrid CF and CA Boca Juniors. We worked with qualitative descriptive methodology with documentary design. The results allowed us to characterize the elements of electronic commerce of the aforementioned clubs and, based on them, establish a strategy for Barcelona SC. It was concluded that it is important for Barcelona SC to venture into electronic commerce to increase its sales, serve all fans and serve as an example for other sports clubs.

Food and beverage marketing influences decisions, behaviors and food, turning points of sale into spaces where advertising and various persuasion techniques are displayed and carried out, so that consumers have pleasant shopping experiences. The objective of this study was to analyze the characteristics of the points of sale, the advertising used and the types of products available in the promotion of a healthier and more conscious food environment at the Technical University of Ambato, Ecuador. The method used was quantitative due to its focus on the use of numbers and statistics to collect and analyze data. The results showed policy recommendations based on the Marketing of food and beverages in physical external environments that is configured in decision-making within the institution to promote healthier eating in the university community

Corporate Social Responsibility (CSR) has evolved to become a fundamental pillar of modern corporate strategies. At the same time, digital marketing has established itself as an essential tool in the digital age, allowing companies to establish more direct and personalized connections with their consumers. The objective of the study was to determine the relationship between the Integration of Corporate Social Responsibility and Digital Marketing in the Floriculture Sector of Ecuador. Its approach is quantitative, descriptive, correlational design. The population was 308 people. A survey with closed questions was applied. The results reveal that the integration of CSR and digital marketing presents challenges, such as the need for authenticity and consistency in messages. The conclusions demonstrate that, when carried out in an authentic, continuous and strategic manner, the integration o...