ListarCG - Artículos por tema "Marketing"
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Strategic Development Associated with Branding in the Tourism Sector: Bibliometric Analysis and Systematic Review of the Literature between the Years 2000 to 2022.
López-Rodríguez, Campo Elías; Mora Forero, Jorge Alexander; León-Gómez, Ana María
(MDPI, 2022-08-10)
This study aims to identify research trends associated with the development of brand management in the tourism sector. To this end, bibliometric analysis has been carried out, using the R Core Team 20201-Bibliometrix ... -
The Reference Group as Antecedent of Gray Market Participation: An Empirical Analysis.
Gimeno-Arias, Fernando; Santos Jaén, José Manuel; León-Gómez, Ana María (Taylor & Francis, 2023-02-21)
Purpose The objective of this research is to analyze the motivation of a distributor belonging to an official marketing channel to participate in the gray market. We explore this motivation not as an opportunistic behavior ...