Published: 2020-09-26

Full Issue

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Monographic section

Adaptation versus standardization seen from the essential marketing paradigm

Jose Antonio París
1998
PDF (Spanish) 1279 Downloads
EPUB (Spanish) 223 Downloads
HTML (Spanish) 783 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
3552
PDF (Spanish) 3108 Downloads
EPUB (Spanish) 200 Downloads
HTML (Spanish) 629 Downloads
PDF 367 Downloads
XML (Spanish) 0 Downloads
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219-231

Effects of Covid-19 on consumer behavior: Ecuador case

Mayra Ortega-Vivanco
16361
PDF (Spanish) 60494 Downloads
EPUB (Spanish) 257 Downloads
HTML (Spanish) 995 Downloads
PDF 1665 Downloads
XML (Spanish) 0 Downloads
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233-247

Relationship between the principle of reciprocity and consumer engagement

Juan F. Mejía-Giraldo
1849
PDF (Spanish) 1150 Downloads
EPUB (Spanish) 205 Downloads
HTML (Spanish) 817 Downloads
PDF 829 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
7390
PDF (Spanish) 3932 Downloads
EPUB (Spanish) 212 Downloads
HTML (Spanish) 1224 Downloads
PDF 458 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
2530
PDF (Spanish) 1570 Downloads
EPUB (Spanish) 185 Downloads
HTML (Spanish) 1354 Downloads
PDF 522 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
3582
PDF (Spanish) 1767 Downloads
EPUB (Spanish) 207 Downloads
HTML (Spanish) 906 Downloads
PDF 494 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
6343
PDF (Spanish) 9671 Downloads
EPUB (Spanish) 216 Downloads
HTML (Spanish) 654 Downloads
PDF 461 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
4028
PDF (Spanish) 2638 Downloads
EPUB (Spanish) 211 Downloads
HTML (Spanish) 626 Downloads
PDF 556 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
1886
PDF (Spanish) 1049 Downloads
EPUB (Spanish) 191 Downloads
HTML (Spanish) 596 Downloads
PDF 321 Downloads
XML (Spanish) 0 Downloads
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361-373