Published: 2020-09-26

Full Issue

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Monographic section

Adaptation versus standardization seen from the essential marketing paradigm

Jose Antonio París
1970
PDF (Spanish) 1266 Downloads
EPUB (Spanish) 211 Downloads
HTML (Spanish) 772 Downloads
PDF 463 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
3525
PDF (Spanish) 3091 Downloads
EPUB (Spanish) 193 Downloads
HTML (Spanish) 613 Downloads
PDF 361 Downloads
XML (Spanish) 0 Downloads
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219-231

Effects of Covid-19 on consumer behavior: Ecuador case

Mayra Ortega-Vivanco
16332
PDF (Spanish) 60164 Downloads
EPUB (Spanish) 249 Downloads
HTML (Spanish) 984 Downloads
PDF 1648 Downloads
XML (Spanish) 0 Downloads
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233-247

Relationship between the principle of reciprocity and consumer engagement

Juan F. Mejía-Giraldo
1832
PDF (Spanish) 1136 Downloads
EPUB (Spanish) 194 Downloads
HTML (Spanish) 807 Downloads
PDF 813 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
7334
PDF (Spanish) 3898 Downloads
EPUB (Spanish) 204 Downloads
HTML (Spanish) 1207 Downloads
PDF 447 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
2511
PDF (Spanish) 1558 Downloads
EPUB (Spanish) 172 Downloads
HTML (Spanish) 1344 Downloads
PDF 507 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
3549
PDF (Spanish) 1752 Downloads
EPUB (Spanish) 198 Downloads
HTML (Spanish) 897 Downloads
PDF 484 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
6296
PDF (Spanish) 9650 Downloads
EPUB (Spanish) 207 Downloads
HTML (Spanish) 643 Downloads
PDF 448 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
4007
PDF (Spanish) 2605 Downloads
EPUB (Spanish) 202 Downloads
HTML (Spanish) 617 Downloads
PDF 549 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
1865
PDF (Spanish) 1030 Downloads
EPUB (Spanish) 180 Downloads
HTML (Spanish) 583 Downloads
PDF 313 Downloads
XML (Spanish) 0 Downloads
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361-373