Published: 2020-09-26

Full Issue

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Monographic section

Adaptation versus standardization seen from the essential marketing paradigm

Jose Antonio París
1935
PDF (Spanish) 1236 Downloads
EPUB (Spanish) 191 Downloads
HTML (Spanish) 749 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
3496
PDF (Spanish) 3074 Downloads
EPUB (Spanish) 173 Downloads
HTML (Spanish) 587 Downloads
PDF 345 Downloads
XML (Spanish) 0 Downloads
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219-231

Effects of Covid-19 on consumer behavior: Ecuador case

Mayra Ortega-Vivanco
16276
PDF (Spanish) 59961 Downloads
EPUB (Spanish) 218 Downloads
HTML (Spanish) 960 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
1801
PDF (Spanish) 1119 Downloads
EPUB (Spanish) 174 Downloads
HTML (Spanish) 784 Downloads
PDF 786 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
7245
PDF (Spanish) 3858 Downloads
EPUB (Spanish) 188 Downloads
HTML (Spanish) 1172 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
2485
PDF (Spanish) 1527 Downloads
EPUB (Spanish) 146 Downloads
HTML (Spanish) 1320 Downloads
PDF 482 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
3487
PDF (Spanish) 1726 Downloads
EPUB (Spanish) 177 Downloads
HTML (Spanish) 869 Downloads
PDF 459 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
6237
PDF (Spanish) 9627 Downloads
EPUB (Spanish) 187 Downloads
HTML (Spanish) 624 Downloads
PDF 432 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
3951
PDF (Spanish) 2562 Downloads
EPUB (Spanish) 183 Downloads
HTML (Spanish) 598 Downloads
PDF 529 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
1830
PDF (Spanish) 999 Downloads
EPUB (Spanish) 163 Downloads
HTML (Spanish) 564 Downloads
PDF 293 Downloads
XML (Spanish) 0 Downloads
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361-373