Published: 2020-09-26

Full Issue

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Monographic section

Adaptation versus standardization seen from the essential marketing paradigm

Jose Antonio París
1920
PDF (Spanish) 1233 Downloads
EPUB (Spanish) 184 Downloads
HTML (Spanish) 744 Downloads
PDF 439 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
3487
PDF (Spanish) 3071 Downloads
EPUB (Spanish) 169 Downloads
HTML (Spanish) 586 Downloads
PDF 340 Downloads
XML (Spanish) 0 Downloads
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219-231

Effects of Covid-19 on consumer behavior: Ecuador case

Mayra Ortega-Vivanco
16262
PDF (Spanish) 59950 Downloads
EPUB (Spanish) 215 Downloads
HTML (Spanish) 957 Downloads
PDF 1625 Downloads
XML (Spanish) 0 Downloads
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233-247

Relationship between the principle of reciprocity and consumer engagement

Juan F. Mejía-Giraldo
1794
PDF (Spanish) 1115 Downloads
EPUB (Spanish) 172 Downloads
HTML (Spanish) 782 Downloads
PDF 782 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
7227
PDF (Spanish) 3853 Downloads
EPUB (Spanish) 186 Downloads
HTML (Spanish) 1161 Downloads
PDF 424 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
2481
PDF (Spanish) 1523 Downloads
EPUB (Spanish) 142 Downloads
HTML (Spanish) 1319 Downloads
PDF 479 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
3480
PDF (Spanish) 1723 Downloads
EPUB (Spanish) 175 Downloads
HTML (Spanish) 864 Downloads
PDF 456 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
6215
PDF (Spanish) 9615 Downloads
EPUB (Spanish) 184 Downloads
HTML (Spanish) 620 Downloads
PDF 429 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
3931
PDF (Spanish) 2547 Downloads
EPUB (Spanish) 178 Downloads
HTML (Spanish) 596 Downloads
PDF 521 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
1824
PDF (Spanish) 995 Downloads
EPUB (Spanish) 162 Downloads
HTML (Spanish) 563 Downloads
PDF 289 Downloads
XML (Spanish) 0 Downloads
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361-373