The market relation is structurally reshaped in the context of informational society, which causes conceptual, management and technological mutations in marketing. A new marketing paradigm is shaped which causes management transformations through the transition to strategic marketing and changes...

Nowadays, the growth of the technology ensures increased competitiveness between small and medium sized companies (SMEs). SMEs must adopt solutions that are built on the principle of economic efficiency and they guarantee maximum results with minimum efforts. The performance in an SME company is...

A crucial element for starting or developing a business is to find the adequate forms of financing. The European Commission provides guarantees to SME, therefore facilitating the contracting of bank loans. Furthermore, the Commission favours SME risk capital investments. The European Investment...

The main research problem of this paper takes form of the question: Should we treat prosumption as one-dimensional or multi-dimensional phenomenon in the time of crisis? Existing literature defines presumption mainly from perspective of individualistic benefits for customer connected with...

Luxury goods market is subject to quite different rules than traditional mass markets. This is a consequence of the specific nature of luxury goods, but most of all the different needs and behavior of consumers of these goods. Marketing strategies of luxury stand in complete contradiction with...

Los folletos publicitarios son uno de los elementos más utilizados para anunciar las promociones desarrolladas por el minorista. De hecho, tras los descuentos en precio son la herramienta promocional a la que mayor proporción del presupuesto destinan los grandes grupos de distribución. Este...

El teléfono móvil es un medio que en los últimos años están utilizando o valorando las empresas como canal de venta. Es importante indagar en los factores que pueden ser motivadores o impedimentos a ese tipo de venta como análisis previo a la detección de los determinantes y consecuencias...

El uso de las redes sociales, como estrategia publicitaria del minorista, favorece la comunicación interactiva de la marca y sus productos y motiva las compras, en la web 2.0, produciéndose una revolución en el paradigma estimulo-respuesta del siglo XXI. El trabajo analiza la potencialidad de...

The highly competitive nature of the current economic climate is giving rise to the need to create links with the consumer that guarantee mutual lasting satisfaction and directly influence the consumer´s purchasing behaviour. In these circumstances, tools are required that are also capable of...

The current research aims to systematically review the impact of the Internet of Things (IoT) on online marketing, focusing on its opportunities and challenges. Using the PSALSAR methodology, this research delves deep into the literature to understand the nature of IoT influences. The analysis...