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Keywords: Mexico
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Journal Articles
Adaptation of marketing mix strategies in Mexican cultural institutions: an insight into prehispanic and novohispanic codices
Available to Purchase
Journal of Historical Research in Marketing (2024) 16 (3): 303–340.
Published: 02 July 2024
...Pedro Arturo Flores-Gómez; Héctor Hugo Pérez-Villarreal Purpose This paper aims to focus on the evolution of nonprofit cultural institutions in Mexico and their relationship with Spain, regarding the four traditional elements of a marketing mix. Specifically, this paper examines marketing...
Journal Articles
Transatlantic retailing: The Franco‐Mexican business model of fin‐de‐siècle department stores in Mexico City
Available to Purchase
Journal of Historical Research in Marketing (2010) 2 (1): 41–60.
Published: 19 January 2010
...Tracey Deutsch; Steven B. Bunker Purpose The purpose of this paper is to examine the origins and the business model of department stores in Mexico between 1891 and 1910. Design/methodology/approach Primary and secondary source material support an historical and comparative study of retailing...
