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The Silver Generation, the population made up of older adults, in countries like Spain and those in its immediate surroundings, represents a demographic segment in constant growth, as a consequence of the increase in life expectancy, and with an increasingly greater percentage weight on the total population, due to the decrease in the birth rate. The main objective of this work is to know and analyze the characteristics and behaviors of this diverse and heterogeneous demographic profile, which is gradually adapting to the use of new technologies, including their preferences regarding the different channels or media they use, the way they relate to the offering companies and their products and services, as well as their assessment of the effectiveness of current marketing strategies aimed at older people. A quantitative methodology has been used, based on a primary source, a survey carried out on people over 55 years of age residing in Spain. The results reflect the existence of significant discontent regarding advertising campaigns directed towards that generation, since they estimate that they do not use the most appropriate channels and coherent strategies, and they are not developed with respect to their way of being and thinking. It is concluded that personalization in treatment, the generation of trust and improving accessibility to new purchasing systems should allow for solid and lasting commercial relationships between companies and this generation. [ABSTRACT FROM AUTHOR]

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Copyright of Retos, Revista de Ciencias Administrativas y Económicas is the property of Universidad Politecnica Salesiana and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Retos, Revista de Ciencias Administrativas y Económicas is the property of Universidad Politecnica Salesiana and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Religación: Revista de Ciencias Sociales y Humanidades is the property of Religacion: Revista de Ciencias Sociales y Humanidades and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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The article titled "Letter to the readers" discusses the relevance of guest editors in academic journals. It is mentioned that many prestigious journals choose to have themed issues coordinated by guest editors, who must have experience in the thematic areas of the journal. However, it is warned that the presence of guest editors should not be a marketing strategy or a way to unload responsibilities on the editorial process. Additionally, the importance of selecting guest editors from different genders, geographical locations, and institutions is highlighted to avoid endogamous dynamics and promote the circulation of knowledge. The author thanks the guest editors for their work and highlights the collaboration of photographer and anthropologist Susan González Castelblanco in creating the cover photographs for the issue. [Extracted from the article]

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Copyright of Cuadernos.info is the property of Pontificia Universidad Catolica de Chile, Facultad de Comunicaciones and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Desarrollo Gerencial is the property of Universidad Simon Bolivar (USB) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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Copyright of Tendencias: Revista de la Facultad de Ciencias Económicas y Administrativas is the property of Universidad de Narino, Facultad de Ciencias Economics y Administrativas and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Pasos: Revista de Turismo y Patrimonio Cultural is the property of Universidad de La Laguna, Instituto Universitario de Ciencias Politicas y Sociales and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Pasos: Revista de Turismo y Patrimonio Cultural is the property of Universidad de La Laguna, Instituto Universitario de Ciencias Politicas y Sociales and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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Copyright of Question (1669-6581) is the property of Universidad Nacional de La Plata and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

From the perspective of the responsible consumer, it is considered that part of the management and consumption system known as fast fashion is driven by a certain feeling of happiness achieved through the culture of the object. However, it is becoming evident that this industry is facing the tyranny of fast fashion, and this feeling can be considered unrealistic. The new trend for fashion brands is to promote marketing aimed at a more ethical and selective consumer, one who feels that responsible consumption makes him or her happier. This study aims to understand the perception of Spanish consumers toward sustainable fashion, and to see if this can guide fashion marketing strategy toward a happiness management model. A mixed methodology combining quantitative and qualitative methods has been designed for this purpose. The results suggest that some conclusions and advice on social and responsible marketing strategy could help companies develop sustainable fashion for Spanish consumers. [ABSTRACT FROM AUTHOR]

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Copyright of Cuadernos de Investigación Filológica is the property of Universidad de la Rioja, Servicio de Publicaciones and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This paper takes as its object of study the production of Spanish feature films by Netflix. The main objectives are the analysis of Netflix's film production and marketing strategies in the Spanish market and the identification of the platform's relationships with Spanish production companies and television in the production or co-production of original content. The results highlight the integration of Netflix in the systematized dynamics of production and commercial exploitation of successful Spanish cinema. Netflix respects its legal obligations, but also takes advantage of a protectionist system for European culture. [ABSTRACT FROM AUTHOR]

The commercial strategies of the small businesses of Alajuela Street in the Portoviejo Canton of Manabí in Ecuador in times of COVID-19 have had different impacts. This article seeks to explore and disseminate the main business strategies and their impacts of these business strategies on small business sales in one of the cantons of Ecuador. To carry out the research, the consultation of specialized bibliography, the survey, direct observation and statistical processing are used. As main results, it is obtained that in 99% of the cases, the merchants who applied online marketing strategies in periods of Covid-19 had a positive impact on their income, a behavior similar to that of studies in the Latin American field. 74% of those surveyed decided to keep offering the same kind of item or product during the pandemic and 18% decided to switch products to food. 94.1% of businesses were affected by COVID-19. [ABSTRACT FROM AUTHOR]

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Copyright of CPMark: Caderno Profissional de Marketing is the property of Caderno Professional de Marketing Unimep - CPMark and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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Copyright of Revista Daena: International Journal of Good Conscience is the property of Spenta University Mexico and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The pink market is gaining visibility exponentially, as it represents a high economic and attractive potential for companies, which implement marketing strategies to be attractive to this market. Therefore, this research seeks to know the perception that pink consumers have of the marketing strategies that companies deploy to capture them and satisfy their desires and needs. The research was quantitative, exploratory-descriptive and based on a non-probabilistic snowball sampling, with the participation of 234 students from the Universidad Juárez Autónoma de Tabasco who self-identified as part of the LGBTTTIAQ+ group. The conclusions of the study show that there is distrust to brands that target the pink market, perceiving them as an attitude of convenience and not for a real empathy, thus pink consumers tend to analyze and be alert about the actions that companies have with the community. Thus, most of them not only look at the products offered, but also at the actions and attitudes that companies have towards the LGBTTTIAQ+ community. [ABSTRACT FROM AUTHOR]

Marketing and advertising strategies to increase the positioning of the commercial company and increase visibility in the market in order to reach the potential user. The main problem with this line of business is that it does not have any advertising and marketing strategy. Every company has its own strategic plan to achieve its objectives and goals to achieve, these can be at different times depending on the breadth and magnitude of each organization. Observing the great opportunity of the sectors that it has to offer, in various cities of the country, a proposal for a strategic marketing plan will be designed, focused on advertising to increase presence in the market and thus increase sales to increase income. [ABSTRACT FROM AUTHOR]

Objective: The objective of this work is to analyze the current situation of companies in the port sector of Veracruz in Mexico in relation to the SDGs. Methodology: To achieve this objective, an online survey was developed and applied to companies in the port sector in the city of Veracruz. Results: The general results indicate that most of the companies in the port sector are not aware of the SDGs, however, they unknowingly carry out activities that are specific to them. Limitations: The lack of response from some companies to which the developed questionnaire was sent. Conclusions: The main conclusions are that the current situation of the SDGs in Veracruz is that most of the companies in the port of Veracruz are unaware of the SDGs, but there is an opening to be able to get involved in activities related to them, as well as that there are SDGs that are more representative than others due to the nature of the port activity. Also, the actions to be able to develop the SDGs in the strategies of the companies must be comprehensive, that is, they must not be just a fad or a marketing strategy. [ABSTRACT FROM AUTHOR]

This new (and not very new in some cases) best-seller narrative of the memory of the recent political violence has the neoliberal discourse on human rights as a very productive background curtain that uses, on the one hand, the different processes of transitional justice that have occurred in the continent, and, on the other hand, also uses the marketing strategies of the transnational publishing industry, which produces, spreads justifies and projects a particular set of novels that constitute the corpus of one of the most striking strands of the most recent Latinamerican literature. [ABSTRACT FROM AUTHOR]

The following document seeks to evaluate the contribution of an integrative model that allows, through the Digital Marketing Strategy, the value recognition of the cocreated content generation and the storytelling in the market the micro-segmentation. The methodological strategy focuses on presenting the concepts from the academic developmentsfound through a bibliometric study to analyse their relation. Subsequently, the variables required for constructing a conceptual model are presented with an analytical-synthetic approach. The bibliometric analysis evinces that the topics have not been developed together. Finally, the research concludes that adapting an integration model of the three variables contributes to an adequate development of communication channels. The consideration mentioned above is derived from an assertive customer profiling due to a clearly defined value proposition based on storytelling and cocreation, which would be communicated through Digital Marketing. [ABSTRACT FROM AUTHOR]

Copyright of CLIO América is the property of Universidad del Magdalena and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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Copyright of Revista Sotavento MBA is the property of Universidad Externado de Colombia and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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The study proposes an analysis of companies in the tourism sector and their impact on socioeconomic development in certain municipalities in the department of Quindío. In which a bibliographic inquiry was made of the inducing forces that generate competitiveness and sustainability strategies in the market. Subsequently, a discussion of authors is generated that orients towards reflection to make a profile of the impact of the variables in the development of tourist activity, where the particularities of the inducing forces as a mechanism for socio-economic development are described, with a focus of mixed character that guides to understand the business situation in its tourist activity and the socioeconomic development of these municipalities. [ABSTRACT FROM AUTHOR]

Biogourmet Food Company SAS, is the development of a healthy, nutritious and low cost alternative for the nutrition of people in the city of Armenia, in which the need to amplify the marketing process has been identified, achieving that through digital marketing strategies the range of customers is amplified and with this the acceptance of the product and consequently sales increase, allowing to apply in a practical case the latest trends in business marketing; The research allowed to determine that today's companies should strive for much more complex business models, mainly by the complementation offered by traditional channels and digital channels, in this way, it is possible to verify that the market plans are a serious alternative to improve the financial performance of companies. [ABSTRACT FROM AUTHOR]