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Keywords: Nonprofit cultural institutions
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Journal Articles
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...
