Caudal de salida del sistema de tratamiento de aguas grises Para calcular el caudal de salida se toma en cuenta los aparatos sanitarios

According to Duncan and Moriarty (1998) "Personal and social relationships became

particularly important areas of study during the 80s". The authors explained that firms started

to understand that communications and the relations with customers and stakeholders are the

Also, the authors argued that besides the move to a relationship focus in marketing, other

theoretical concepts are essential to communication and marketing, such as "exchange and

transaction, the concept of channels, feedback, signs and signals as well as information”. These

dimensions help to identify the essential factors of a communication model of relationship

marketing. Back in the early nineties, Webster (1992) suggested that marketing should change

its focus from products and companies to individuals, organisations, and society. The author

stated that the narrow portrayal of marketing as a short-term revenue improvement task seems

outdated. He recognised the change as one that concentrates on relationship management

instead of transaction management. 14 years later social media appeared, and ten years now it

did what Webster suggested in marketing, social media changed the dynamics of marketing; it

shifted the focus from the product to the consumer.

Eyrich et al. (2008) have drawn attention to the fact that the overall status of social media has

moved from "buzz word" to a "strategic tool" and that is why it has captured the interest of

researchers and professionals. Professionals create the expertise for better use of this digital

communication technology while researchers develop frameworks to investigate the business

value and test different factors in using social media in different situations. According to

Taiminen and Karjaluoto (2015) “In social media, audiences do not expect sales pitches and

marketing messages, but real information generated by conversations around the brand and

authentic stories to be told. It is about creating value and managing customer relationships not

attempting to directly drive sales”.

According to Gilmore et al. (2007) some of the advantages for adopting e-marketing and web

technologies by SMEs include the chance to decrease competitive disadvantages, the chance to

reduce operational and marketing costs, the chance to better market their goods as well as to

improve their general marketing communications mix. More advantages include the chance to

Salem and Murtada (2011) stated that it is frequently debated that social media revolution is

contributing to the international economic growth. However, Kaplan and Haenlein (2010)

revealed that the benefits of using social media by SMEs are usually associated with improving

communication with clients and creating relationships with them. The authors explain that

business scenery might change because of the creation of new technologies that are available

and affordable to smaller firms which generally could not use IT successfully. These new

technologies propose more significant possibilities for using IT efficiently, and that is a vital

driver for growing productivity in SMEs. Moreover, Kim et al., (2011) stated that Web 2.0,

which includes social media networks, has offered new potentials for collaborations,

communications and customer relationship management for SMEs, but the majority of these

organisations have not entirely utilized these tools. Also, Remidez and Jones (2012) argued that

it is predicted that the implementation of social media will grow and expand to other business

functions within companies, as the strong point of social media comes from its capability to

create significant relationships and trust with clients, trust and relationships are reasons for

successful communications. De Saulles (2010) argued that the internet and the online

advertising open up potential markets for SMEs to sell their products and services in a low-cost

and efficient way compared to the traditional advertising channels (such as local newspapers

and magazines). These conventional channels became less useful as potential customers turn

to the web and search engines to find collaborations. Found that the fast interaction and the cost

effectiveness are considered as a significant motive for adopting digital marketing for SMEs.

According to a report by OECD (2018)“Digital technologies allow SMEs to improve market

intelligence and access global markets and knowledge networks at relatively low cost. The

digital transition facilitates the emergence of “born global” small businesses and provides new

opportunities for SMEs to enhance their competitiveness in local and global markets, through

data and analytics offer various potentials for SMEs as they support these organisations in

understanding their stakeholders` needs as well as the market. The same report also stated that

“The digital technology can facilitate SMEs’ access to skills and talent, outsourcing and online

task hiring, as well as connection with knowledge partners. It can also facilitate access to a

range of financing instruments. Mobile banking and online payments have had an important

impact on traditional SME financing and digitalisation has allowed new financial services to

emerge, with innovative solutions to address information asymmetries and collateral

shortages”.