Vol. 23 No. 2 (2023): May - August

Artículos

• Vol. 23 Núm. 2 2023 Editorial

  Javier Mauricio García Mogollón

  4-4

  • PDF (Spanish)

• Drivers, motivations and expected results of the acquisition of technology in agribusiness in the department of Cundinamarca, Colombia

  Yenny Katherine Parra Acosta, Carlos Alberto Almanza Junco, Diego Orlando Aponte Chirivi

  5-17

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  • HTML (Spanish)

• Marketing for small businesses in times of crisis: an analysis of colombian cases

  Irina Margarita Jurado Paz

  18-29

  • PDF ESPAÑOL (Spanish)
  • HTML (Spanish)

• Digital transformation as a competitive advantage of mexican smes

  Natalia Pérez Escutia, Laura Fischer de la Vega

  30-42

  • PDF ESPAÑOL (Spanish)
  • HTML (Spanish)

• The traceability of coffee as a socially responsible marketing strategy

  Natalia Sergueyevna Golovina, Elmer Luis Mosher Valle

  43-55

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• Marketing and music: the construction of a relationship framework from research, development and innovation based on a social approach

  Blanca Isabel Llamas Félix, César Octavio de la Torre Llamas, José Ricardo López Robles

  56-69

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• Satisfaction of consumers of university educational services

  Karina Lizbeth Sánchez Martínez, David Gómez Sánchez, Sanjuana Edith Grimaldo Reyes, Jorge Horacio González Ortiz

  70-77

  • PDF ESPAÑOL (Spanish)
  • HTML (Spanish)

• Marketing with social responsibility or the benefit of the human talent of graduate students of a higher education institution

  María Dolores Romero Pérez, Omar Saabel Velasco Romero, Norma Angélica Flores Vázquez

  78-90

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• Perception of young people aged 20 to 30 of labor inclusion in a city

  Marco Francisco Martínez Aguilar, Sahori Michelle Mireles Ramos

  91-100

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• Persuasive and narrative elements determining in the creation of a media character through the use of personal branding to generate an impact of social influence represented in increased votes within a political campaign. case study: Samuel García's gover

  Sofia Resendiz Alvarado, Claudia Ivette Rodríguez Lucio, José Roberto Tovar

  101-107

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• Behavior of the millennial and centennial consumer in the consumption of streaming platforms in the city of saltillo at the beginning of 2023

  Asceneth Patricia Díaz Martínez, Juana Alicia Villarreal Cavazos

  108-114

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• Corporate social responsibility at the service of health: exploring the interests of consumers

  Alba María Martínez Sala, Juan Monserrat Gauchi, Carmen Quiles Soler

  115-126

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• Market analysis for the opening of a pharmacy in the municipality of matehuala San Luis Potosi, Mexico

  Patricia Torres Rivera, Isabel Cristina Flores Rueda, Beatriz Virginia Tristán Monrroy

  127-133

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• Organizational culture: key factors of a successful sales human resources strategy

  Alfredo Guatemala Mariano, German Martinez Prats, Francisca Silva Hernández

  134-147

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• Impact of social marketing in health for the prevention of covid 19 in a social security institution

  Sofia Cheverria Rivera, Karla Berenice Tobías Ochoa, Isabel Cristina Flores Rueda, Armando Sánchez Macías

  148-160

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• Endomarketing as a corporate social responsibility strategy

  Estefanny Guadarrama Sánchez

  161-170

  • PDF ESPAÑOL (Spanish)
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• Strategic communication and social marketing. The case of alvane artesanos®: a colombian artisan brand in alliance with ethnic communities

  Adriana Álvarez Vanegas

  171-178

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