Published: 2020-09-26

Full Issue

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Monographic section

Adaptation versus standardization seen from the essential marketing paradigm

Jose Antonio París
1945
PDF (Spanish) 1240 Downloads
EPUB (Spanish) 195 Downloads
HTML (Spanish) 751 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
3501
PDF (Spanish) 3076 Downloads
EPUB (Spanish) 173 Downloads
HTML (Spanish) 593 Downloads
PDF 346 Downloads
XML (Spanish) 0 Downloads
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219-231

Effects of Covid-19 on consumer behavior: Ecuador case

Mayra Ortega-Vivanco
16278
PDF (Spanish) 59986 Downloads
EPUB (Spanish) 224 Downloads
HTML (Spanish) 965 Downloads
PDF 1632 Downloads
XML (Spanish) 0 Downloads
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233-247

Relationship between the principle of reciprocity and consumer engagement

Juan F. Mejía-Giraldo
1803
PDF (Spanish) 1123 Downloads
EPUB (Spanish) 176 Downloads
HTML (Spanish) 788 Downloads
PDF 787 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
7258
PDF (Spanish) 3866 Downloads
EPUB (Spanish) 190 Downloads
HTML (Spanish) 1177 Downloads
PDF 428 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
2490
PDF (Spanish) 1532 Downloads
EPUB (Spanish) 146 Downloads
HTML (Spanish) 1322 Downloads
PDF 483 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
3496
PDF (Spanish) 1727 Downloads
EPUB (Spanish) 178 Downloads
HTML (Spanish) 872 Downloads
PDF 461 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
6247
PDF (Spanish) 9628 Downloads
EPUB (Spanish) 191 Downloads
HTML (Spanish) 627 Downloads
PDF 434 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
3960
PDF (Spanish) 2566 Downloads
EPUB (Spanish) 185 Downloads
HTML (Spanish) 603 Downloads
PDF 530 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
1833
PDF (Spanish) 1005 Downloads
EPUB (Spanish) 166 Downloads
HTML (Spanish) 566 Downloads
PDF 294 Downloads
XML (Spanish) 0 Downloads
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361-373