Sistema Regional de Información
en línea para Revistas Científicas de América Latina,
el Caribe, España y Portugal

In recent years, agribusinesses have evolved from a purely productive position to one of greater added value. The evolution of agribusinesses has been driven mainly by the interaction of economic, political, social and technological factors. In this respect, the new figure of agribusinesses entails changes in markets, production systems and relations between stakeholders, prioritizing innovation, sustainability and development from a local and global approach. However, the evolution of agribusinesses hinders the identification and understanding of its main areas of research and development. In this sense, this research allows the identification, visualization and analysis of the main areas of research and development in the field of agribusiness by the use of bibliometric techniques and tools. To this purpose, all publications related to agribusinesses available in the database Scopus between 2001 and 2020 have been analyzed. This analysis evaluates the productivity and impact of the main authors, the most productive organizations and countries, and the main themes and their components, establishing a reference framework for other research.

The export marketing strategy is one of the most important variables among the determinants of the export performance in international companies. This paper pretends to focus on this subject through the analysis of the theoretical concept of marketing and its evolution throughout the last decades, resulting in a change of tendency, which moves from a product based kind of marketing to another based on services. In this context, aspects like relational marketing, corporate social responsibility or the incorporation of new technologies to the operational process will be considered and analyzed from a consistent theoretical background based on the Resource Based View (RBV) and the theory of dynamic capabilities. Additionally, the quantitative analysis of the strategic and operational marketing policies in the home decoration industry in Spain will show, thanks to the testimony of the managers themselves, the way companies carry out their international marketing strategies, giving us the opportunity to identify their strengths and weaknesses in order to contribute to the improvement of the competitive advantage in the industry.

The concept of Integrated Marketing Communication (IMC) is a concept that has attracted the marketing academics and practitioners’ attention. Nevertheless, the great majority of existing studies is based on the organisational perspective and IMC in terms of consumers’ perceptions is one of the main research gaps in marketing research. With these premises, the present work addresses IMC taking the customer’s perspective and aims at determining whether IMC contributes to achieve a greater customer satisfaction, which is considered an essential variable for company success in today’s market. To address this goal, an online survey was carried out among individuals who usually consume goods bearing the McDonald’s trademark, resulting in a final sample of 252 individuals. The analysis of the results obtained led to demonstrate a significant positive relation between two key IMC dimensions, message consistency and interactivity, and customer satisfaction. Finally, this paper draws several managerial implications and suggests future lines of research in this area.

The article presents the evolution of integrated marketing communication (IMC) from its beginnings towards a concept that, after adapting to the current marketing and communication ecosystem, includes digital strategies. It is intended to apply and adapt the IMC to the service sector and more specifically, to the higher education (HE) sector that has been scarcely studied to date. The current context also suggests taking into account the pandemic due to COVID-19 and the possible implications it has generated in the higher education marketing (HEM). The methodology followed has been a systematic literature review on IMC in HE. The conclusions of this research indicate that further research on IMC applied to the HE sector is required, since the benefits generated can be very interesting for the strategies carried out in the HEM. In turn, the originality of this manuscript resides in the fact that it is intended to show the current HEM scenario in the HE, in times of pandemic and under the umbrella of the IMC approach. It focuses on interactivity as a key dimension in IMC strategies and in the HE sector. Likewise, the relevance of interaction is emphasized in order to foster durable relationships with the audience under the impact of global issues such as COVID-19.

In the development of the Integrated Marketing Communications (IMC), in these more than 30 years of evolution, multiple studies have been developed to understand the concept, its dimensions as well as the implication for consumers and companies. In this article we review the concept of the IMC taking a theoretical perspective and delve into each of its components. To complete the theoretical review, we analyze the dimensions that make up the IMC. One of the aspects that has received poor attention by the literature has been the involvement of consumers and how companies have adapted their marketing structures to this new concept. In this paper we look into the structure of the Coca-Cola company in Spain and how it has modified its working patterns to adapt to an IMC model, where the marketing manager himself is in charge of the IMC management. The marketing department has changed the structure, the methodology and the way of integrating internally and with the marketing providers to adapt to a strategy totally based on the IMC principles.

In recent years, we have experienced an important change in higher education context, which has led to the need for new teaching methodologies in which students acquire a much more active and responsible role. In this context, we find a new teaching-learning model such as the flipped classroom (Bergmann and Sams, 2012). This methodology assumes that class time in the classroom is devoted to applying, experimenting, researching, etc.; that is, working at the highest levels of Bloom's taxonomy. To do this, the teacher must develop different practices or activities that serve the student to reinforce what was previously learned at home and that, following Santiago and Bergmann (2018) can be included within, among others, the following categories: peer-to-peer teaching, project-based learning, case studies, simulations, role-playing, cooperative learning and gamification. In this paper, we present the students' assessment of the different techniques used when inverting the classroom in two subjects related to business management. More specifically, we analyze the degree of interest and fun they have aroused in them, as well as the extent to which each of these techniques has made them participate more actively, has improved the relationship with peers and with the teacher and has contributed to a greater understanding of the subject. The results show that the three methodologies best valued by the students are: gamification, role-playing and project-based learning. In this paper, we present the students' assessment of the different techniques used when inverting the classroom in two subjects related to business management. More specifically, we analyze the degree of interest and fun they have aroused in them, as well as the extent to which each of these techniques has made them participate more actively, has improved the relationship with peers and with the teacher and has contributed to a greater understanding of the subject. The results show that the three methodologies best valued by the students are: gamification, role-playing and project-based learning.