Published: 2020-09-26

Full Issue

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Monographic section

Adaptation versus standardization seen from the essential marketing paradigm

Jose Antonio París
2036
PDF (Spanish) 1296 Downloads
EPUB (Spanish) 236 Downloads
HTML (Spanish) 791 Downloads
PDF 489 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
3583
PDF (Spanish) 3123 Downloads
EPUB (Spanish) 208 Downloads
HTML (Spanish) 639 Downloads
PDF 373 Downloads
XML (Spanish) 0 Downloads
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219-231

Effects of Covid-19 on consumer behavior: Ecuador case

Mayra Ortega-Vivanco
16412
PDF (Spanish) 60556 Downloads
EPUB (Spanish) 264 Downloads
HTML (Spanish) 1003 Downloads
PDF 1684 Downloads
XML (Spanish) 0 Downloads
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233-247

Relationship between the principle of reciprocity and consumer engagement

Juan F. Mejía-Giraldo
1881
PDF (Spanish) 1160 Downloads
EPUB (Spanish) 210 Downloads
HTML (Spanish) 826 Downloads
PDF 841 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
7515
PDF (Spanish) 3967 Downloads
EPUB (Spanish) 220 Downloads
HTML (Spanish) 1249 Downloads
PDF 468 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
2559
PDF (Spanish) 1584 Downloads
EPUB (Spanish) 208 Downloads
HTML (Spanish) 1364 Downloads
PDF 538 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
3631
PDF (Spanish) 1787 Downloads
EPUB (Spanish) 215 Downloads
HTML (Spanish) 916 Downloads
PDF 506 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
6404
PDF (Spanish) 9704 Downloads
EPUB (Spanish) 230 Downloads
HTML (Spanish) 668 Downloads
PDF 495 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
4070
PDF (Spanish) 2679 Downloads
EPUB (Spanish) 215 Downloads
HTML (Spanish) 637 Downloads
PDF 563 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
1911
PDF (Spanish) 1060 Downloads
EPUB (Spanish) 196 Downloads
HTML (Spanish) 605 Downloads
PDF 329 Downloads
XML (Spanish) 0 Downloads
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361-373