Market orientation is the cornerstone that should guide the actions of those in charge of marketing. Its importance lies in its (assumed) capability to make consumers more satisfied and, by this means, to attain the company’s objectives more efficiently. This paper proposes that the time...

Purpose: The changing nature of work dynamics demands that managers keep up-to-date in skills, knowledge, and competencies. Besides, nowadays these professionals need to understand the business beyond the frontiers of their own organizations. This phenomenon has led to new forms of alternative...

Purpose: The development of Information Systems (IS) and Information and Communication Technologies (ICT) is offering new opportunities for businesses to implement promotion strategies focused on customer attraction and retention. In this sense, mobile coupon usage has increased as a promotion...