Published: 2020-09-26

Full Issue

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Monographic section

Adaptation versus standardization seen from the essential marketing paradigm

Jose Antonio París
2147
PDF (Spanish) 1341 Downloads
EPUB (Spanish) 260 Downloads
HTML (Spanish) 821 Downloads
PDF 1086 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
3660
PDF (Spanish) 3168 Downloads
EPUB (Spanish) 230 Downloads
HTML (Spanish) 669 Downloads
PDF 389 Downloads
XML (Spanish) 0 Downloads
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219-231

Effects of Covid-19 on consumer behavior: Ecuador case

Mayra Ortega-Vivanco
16542
PDF (Spanish) 60705 Downloads
EPUB (Spanish) 300 Downloads
HTML (Spanish) 1024 Downloads
PDF 1715 Downloads
XML (Spanish) 0 Downloads
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233-247

Relationship between the principle of reciprocity and consumer engagement

Juan F. Mejía-Giraldo
1954
PDF (Spanish) 1185 Downloads
EPUB (Spanish) 233 Downloads
HTML (Spanish) 852 Downloads
PDF 865 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
7722
PDF (Spanish) 4048 Downloads
EPUB (Spanish) 234 Downloads
HTML (Spanish) 1458 Downloads
PDF 491 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
2633
PDF (Spanish) 1615 Downloads
EPUB (Spanish) 239 Downloads
HTML (Spanish) 1390 Downloads
PDF 556 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
3765
PDF (Spanish) 1837 Downloads
EPUB (Spanish) 235 Downloads
HTML (Spanish) 940 Downloads
PDF 540 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
6565
PDF (Spanish) 9757 Downloads
EPUB (Spanish) 247 Downloads
HTML (Spanish) 688 Downloads
PDF 511 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
4171
PDF (Spanish) 2823 Downloads
EPUB (Spanish) 231 Downloads
HTML (Spanish) 653 Downloads
PDF 589 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
1960
PDF (Spanish) 1103 Downloads
EPUB (Spanish) 216 Downloads
HTML (Spanish) 631 Downloads
PDF 345 Downloads
XML (Spanish) 0 Downloads
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361-373