Published: 2020-09-26

Full Issue

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Monographic section

Adaptation versus standardization seen from the essential marketing paradigm

Jose Antonio París
2188
PDF (Spanish) 1355 Downloads
EPUB (Spanish) 268 Downloads
HTML (Spanish) 845 Downloads
PDF 1110 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
3690
PDF (Spanish) 3176 Downloads
EPUB (Spanish) 239 Downloads
HTML (Spanish) 687 Downloads
PDF 402 Downloads
XML (Spanish) 0 Downloads
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219-231

Effects of Covid-19 on consumer behavior: Ecuador case

Mayra Ortega-Vivanco
16588
PDF (Spanish) 60730 Downloads
EPUB (Spanish) 308 Downloads
HTML (Spanish) 1042 Downloads
PDF 1724 Downloads
XML (Spanish) 0 Downloads
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233-247

Relationship between the principle of reciprocity and consumer engagement

Juan F. Mejía-Giraldo
1976
PDF (Spanish) 1198 Downloads
EPUB (Spanish) 243 Downloads
HTML (Spanish) 872 Downloads
PDF 880 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
7809
PDF (Spanish) 4079 Downloads
EPUB (Spanish) 241 Downloads
HTML (Spanish) 1488 Downloads
PDF 508 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
2669
PDF (Spanish) 1631 Downloads
EPUB (Spanish) 249 Downloads
HTML (Spanish) 1412 Downloads
PDF 571 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
3799
PDF (Spanish) 1855 Downloads
EPUB (Spanish) 243 Downloads
HTML (Spanish) 960 Downloads
PDF 553 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
6607
PDF (Spanish) 9774 Downloads
EPUB (Spanish) 257 Downloads
HTML (Spanish) 708 Downloads
PDF 521 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
4199
PDF (Spanish) 2838 Downloads
EPUB (Spanish) 242 Downloads
HTML (Spanish) 671 Downloads
PDF 603 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
1981
PDF (Spanish) 1118 Downloads
EPUB (Spanish) 225 Downloads
HTML (Spanish) 650 Downloads
PDF 363 Downloads
XML (Spanish) 0 Downloads
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361-373