Published: 2020-09-26

Full Issue

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Monographic section

Adaptation versus standardization seen from the essential marketing paradigm

Jose Antonio París
1517
PDF (Spanish) 1042 Downloads
EPUB (Spanish) 120 Downloads
HTML (Spanish) 602 Downloads
PDF 262 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
2962
PDF (Spanish) 2884 Downloads
EPUB (Spanish) 109 Downloads
HTML (Spanish) 514 Downloads
PDF 228 Downloads
XML (Spanish) 0 Downloads
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219-231

Effects of Covid-19 on consumer behavior: Ecuador case

Mayra Ortega-Vivanco
14927
PDF (Spanish) 49986 Downloads
EPUB (Spanish) 131 Downloads
HTML (Spanish) 829 Downloads
PDF 1412 Downloads
XML (Spanish) 0 Downloads
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233-247

Relationship between the principle of reciprocity and consumer engagement

Juan F. Mejía-Giraldo
1481
PDF (Spanish) 980 Downloads
EPUB (Spanish) 107 Downloads
HTML (Spanish) 698 Downloads
PDF 496 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
5838
PDF (Spanish) 3290 Downloads
EPUB (Spanish) 111 Downloads
HTML (Spanish) 933 Downloads
PDF 263 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
2063
PDF (Spanish) 1296 Downloads
EPUB (Spanish) 72 Downloads
HTML (Spanish) 1152 Downloads
PDF 261 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
2944
PDF (Spanish) 1544 Downloads
EPUB (Spanish) 105 Downloads
HTML (Spanish) 773 Downloads
PDF 263 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
5368
PDF (Spanish) 9239 Downloads
EPUB (Spanish) 108 Downloads
HTML (Spanish) 529 Downloads
PDF 269 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
3327
PDF (Spanish) 2262 Downloads
EPUB (Spanish) 95 Downloads
HTML (Spanish) 497 Downloads
PDF 374 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
1511
PDF (Spanish) 851 Downloads
EPUB (Spanish) 98 Downloads
HTML (Spanish) 466 Downloads
PDF 161 Downloads
XML (Spanish) 0 Downloads
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361-373