El sector de la comunicación ha experimentado una profunda transformación en las últimas
décadas que ha afectado considerablemente a la forma de operar de los distintos agentes …

Las cifras de inversión publicitaria y audiencia indican el continuo liderazgo de la televisión
como medio masivo. Sin embargo problemas como el zapping, la saturación publicitaria o …

To gain the competitive advantage needed to survive and compete in an environment led
by large distribution chains, small-scale retailers need to develop distinctive competencies. …

Loyalty programs are a consolidated marketing instrument whose adoption in many sectors
has not been associated with appropriate comprehension of either their management …

Cada vez son más numerosos los programas de fidelización que ofrecen al titular la posibilidad
de comprar puntos o conseguir premios, viajes o billetes aéreos pagando una parte de …

Advertising in television is developing beyond traditional commercial breaks. This trend
requires considering how advertising and the content of television programmes can be used …

The World Health Organization states that the donation of blood by voluntary, non-remunerated
blood donors is crucial for the safety and sustainability of national blood supplies and …

The purpose of the current study was to analyze both the relationship between spot length
and unaided recall in a real-world environment and the direct effect on recall of other …

This work attempts to specify procedures to improve the management of loyalty programmes
based on one of their structure elements: prizes or rewards. The starting point is the …

Background In recent years, attempts have been made to incorporate patients' experiences
into healthcare processes, to complement clinical indicators, with what are known as patient‐…