Browsing Marketing by Issue Date

Now showing items 1-6 of 6

    • Uso de CRM social para mejorar campañas de marketing dirigido en sector minorista 

      Bohorquez-Lopez, Victor-Wilfredo; Huaynate-Mato, Edwin-David; Méndez-Lazarte, Christiam-Ismael (Association for Information SystemsEstados Unidos, 2018)
      Acceso abierto
      Este estudio pretende demostrar que la efectividad de una campaña dirigida de marketing usando cupones puede mejorar utilizando elementos del CRM Social. Para lograrlo, se realizó un experimento consistente en otorgar ...

    • Identificación del sentimiento expresado usando redes sociales en un contexto político 

      Bohorquez-Lopez, Victor-Wilfredo; Méndez-Lazarte, Christiam-Ismael; Altube, Lucas; Santana, Enmanuel (Americas Conference on Information SystemsEstados Unidos, 2019)
      Acceso abierto
      Este estudio pretende proponer una solución al problema de identificar el sentimiento de comentarios en español, debido a las variaciones idiomáticas existentes en los diversos países Latinoamericanos, plasmados en redes ...

    • Dynamic networks in early international agrobusiness 

      Méndez-Lazarte, Christiam-Ismael (Escola Brasileira de Administração Pública e de EmpresasBrasil, 2019)
      Acceso abierto
      This research aims to understand the benefits of networks, based on their origin, for the process of companies’ accelerated internationalization. The study adopts as a reference the emergence of Born Global enterprises, ...

    • Sustainability, brand image, reputation and financial value: manager perceptions in an emerging economy context 

      Flores-Hernández, Javier-Alfredo; Cambra-Fierro, Jesús; Vázquez-Carrasco, Rosario (John Wiley & SonsUnited Kingdom, 2020)
      Acceso restringido
      Sustainability has become a fundamental concern in today' world—one which firms can no longer remain oblivious to. Through CSR, companies can shore up financial sustainability by acting in responsible, socially and ...

    • Sustainability and branding in retail: a model of chain of effects 

      Flores-Hernández, Javier-Alfredo; Olavarría-Jaraba, Ana; Valera-Blanes, Guadalupe; Vázquez-Carrasco, Rosario (Multidisciplinary Digital Publishing Institute (MDPI)Suiza, 2020)
      Acceso abierto
      The main objective of this study is to analyse the impact of sustainable practices on companies' corporate reputation and brand image in the retail sector as perceived by consumers. In addition, we evaluate how those ...

    • CSR and branding in emerging economies: The effect of incomes and education 

      Cambra-Fierro, Jesús Juan; Flores-Hernández, Javier-Alfredo; Pérez, L.; Valera-Blanes, G. (Wiley-BlackwellReino Unido, 2020)
      Acceso restringido
      Sustainable development is a fundamental objective for guaranteeing the future of the planet. Taking into account the impact of emerging economies on the global economy and the scarcity of papers that have considered the ...