Otros documentos DGE – EKS Beste lan batzuk

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Browsing Otros documentos DGE – EKS Beste lan batzuk by Subject "History of marketing"

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    PublicationOpen Access
    Guest editorial: introduction to special issue on "History of marketing in Spain", part I
    (Emerald, 2024) Aramendia Muneta, María Elena; Ruiz Moreno, Felipe; Martínez-Ruiz, María Pilar; Gestión de Empresas; Enpresen Kudeaketa
    Special issue of the Journal of Historical Research in Marketing (JHRM) on “History of Marketing in Spain” – part I. A thorough exploration into the intricate history of marketing in Spain in several fields is presented, especially in the context of tourism. The exploration goes beyond a chronological account, aiming to spotlight the lasting impact of Generation X – a generation that has witnessed and influenced the evolution of marketing practices in Spain. Besides, an analysis of the history of marketing in Spain would not be complete without contemplating the future. As we stand on the cusp of new economic, technological, and societal changes, understanding our past becomes a compass for navigating the complexities of the marketing landscape in the years to come.
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    PublicationOpen Access
    Guest editorial: introduction to special issue on "History of marketing in Spain", part II
    (Emerald, 2024) Aramendia Muneta, María Elena; Ruiz Moreno, Felipe; Martínez-Ruiz, María Pilar; Gestión de Empresas; Enpresen Kudeaketa
    This special issue on the “History of Marketing in Spain, Part II” presents a diverse range of research that sheds light on many aspects of Spain’s marketing practices using historical perspectives. The collection covers different topics, including the evolution of the world’s oldest advertising agency, the impact of home ownership on immigrant acculturation, the adaptation of marketing strategies in cultural institutions in countries which have inherited the Spanish tradition, the changing food preferences of Spanish consumers and the transformation of travel agency promotion. These studies offer insightful analyses of Spain’s marketing history and contextualise these developments within broader social, economic and technological changes. This special issue advances our understanding of the distinctive traits and implementation of marketing techniques in Spain by examining recent innovations and long-standing traditions