Published: 2020-09-26

Full Issue

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Monographic section

Adaptation versus standardization seen from the essential marketing paradigm

Jose Antonio París
1512
PDF (Spanish) 1035 Downloads
EPUB (Spanish) 115 Downloads
HTML (Spanish) 594 Downloads
PDF 259 Downloads
XML (Spanish) 0 Downloads
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195-217

Social advertising and its influence on the perception of social campaigns for the prevention of traffic accidents in Ecuador

Amy Cárdenas Rebelo, Jaime Alberto Orozco-Toro
2940
PDF (Spanish) 2876 Downloads
EPUB (Spanish) 108 Downloads
HTML (Spanish) 511 Downloads
PDF 224 Downloads
XML (Spanish) 0 Downloads
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219-231

Effects of Covid-19 on consumer behavior: Ecuador case

Mayra Ortega-Vivanco
14881
PDF (Spanish) 49949 Downloads
EPUB (Spanish) 128 Downloads
HTML (Spanish) 823 Downloads
PDF 1411 Downloads
XML (Spanish) 0 Downloads
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233-247

Relationship between the principle of reciprocity and consumer engagement

Juan F. Mejía-Giraldo
1469
PDF (Spanish) 970 Downloads
EPUB (Spanish) 104 Downloads
HTML (Spanish) 691 Downloads
PDF 489 Downloads
XML (Spanish) 0 Downloads
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249-264

Advertising transparency in the social media influencers

Nataly Guiñez-Cabrera, Katherine Mansilla-Obando, Fabiola Jeldes-Delgado
5794
PDF (Spanish) 3266 Downloads
EPUB (Spanish) 109 Downloads
HTML (Spanish) 923 Downloads
PDF 251 Downloads
XML (Spanish) 0 Downloads
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265-281

Miscellaneous Section

Use of SME marketing practices in Mexico City and their relationship to competitiveness

María Luisa Saavedra-García, María del Rosario Demuner-Flores, Elsa Esther Choy-Zevallos
2054
PDF (Spanish) 1288 Downloads
EPUB (Spanish) 71 Downloads
HTML (Spanish) 1142 Downloads
PDF 252 Downloads
XML (Spanish) 0 Downloads
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283-305

Systematic literature review about key factors in the identification of business opportunities

Harold Gamero, Jhony Ostos
2922
PDF (Spanish) 1535 Downloads
EPUB (Spanish) 101 Downloads
HTML (Spanish) 766 Downloads
PDF 261 Downloads
XML (Spanish) 0 Downloads
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307-327

Attitude, satisfaction and loyalty of customers in Municipal Savings Banks of Peru

Edwin Hernan Ramírez-Asís, Misael Erikson Maguiña Palma, Rosario Huerta
5336
PDF (Spanish) 9204 Downloads
EPUB (Spanish) 106 Downloads
HTML (Spanish) 527 Downloads
PDF 265 Downloads
XML (Spanish) 0 Downloads
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329-343

Analysis of relational marketing strategies in higher education institutions in Colombia and Spain

Ledy Gómez-Bayona, Juan Pablo Arrubla-Zapata, Julián Aristizábal Valencia, María José Restrepo-Rojas
3301
PDF (Spanish) 2241 Downloads
EPUB (Spanish) 93 Downloads
HTML (Spanish) 495 Downloads
PDF 370 Downloads
XML (Spanish) 0 Downloads
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343-359

An exploratory framework for Entrepreneurship from an evolutionary perspective

Oscar Javier Montiel-Méndez, Argentina Soto-Maciel
1498
PDF (Spanish) 848 Downloads
EPUB (Spanish) 95 Downloads
HTML (Spanish) 463 Downloads
PDF 157 Downloads
XML (Spanish) 0 Downloads
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361-373