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

The use of time for entertainment has increased participation both at home and outside and, in our days, we look at the proliferation of a wide range of activities that are included in the leisure economy: tourism, catering, shopping, sports, entertainment...In this sense, a lot of studies agree that the activities related to leisure time of individuals with strong potential for growth as amusement parks, restaurants, tour operators... and, above all, new retail formats that are configured as great business opportunities.Consequently, the main objective of this text is to relate some of the main activities that are encompassed in the new economy of leisure. And as a specific example to analyze the complementarity between trade and tourism in a particular case: Shopping in Seville.Firstly, there exists a theoretical review of the phenomenon of leisure within the needs of individuals and further expenditure is oriented towards this set of activities. Then a classification of the activities offered for the entertainment of individuals paying particular attention to the main Spanish companies involved in some of these sectors and, secondly, the role of shopping as one of the leading suppliers of trade and leisure.Finally, exercise has articulated a dual approach to complementarity between the commercial and tourist activities, first of all, we performed a quantification of non resident consumption by commercial areas, and afterwards, it has developed a classification of regions in terms of its commercial and tourism potential through a cluster analysis.

The new information technology, as well as changes in the consumer, have generated transformations in the strategic advertising focus. Since rational communication focuses on the product, it seeks clarity by articulating benefits and by relying on strategic mechanisms such as Reeves’ Unique Selling Proposition (USP). Through this article, we conducted a theoretical review of the resulting rational and emotional communication models from combining different parameters that result in new advertising discourses. For this, we will combine the theory with examples of awarded cases in different Advertising contests to understand the current thin line between the rational and emotional advertising messages.

This is a revision of the concept of digital storytelling to get a definition from a point of view of consumer educommunication. This is how new digital advertising storytelling can modify consumer roles and behaviors. So, in this text, we do a literature revision to explain the advantages of storytelling for digital marketing, the main common mistakes in digital advertising storytelling and what should a good storytelling strategy include. Besides, we make a description about media you have to use, the demand and growth of visual content and other digital marketing Trends for next years.

This paper outlines the importance of the world of signs and symbols relating to brand management. We will explore the traditional semiotics authors and how those have been influenced other academics who have researched branding from a semiotic perception. This research provides a literature revision theoretical of the brand from a semiotic insight considering its theoretical framework and the implementations of some of the analysis models for a deep revision of the implications of semiotics in branding.

Los ejemplares de las especies vegetales Cymbopogon citratus (hierba luisa) y Melissa officinalis (toronjil), se recolectaron al azar en la localidad de Machala, Ecuador. Las hojas fueron lavadas, secadas, molidas y extraídas por maceración con metanol; los filtrados concentrados por evaporación a presión reducida. A cada extracto, se le realizaron pruebas fitoquímicas y ensayos biológicos como: actividad antimicrobiana (antibiograma: difusión en agar) y letalidad con Artemia salina. Los extractos de C. citratus y M. officinalis revelaron la presencia de esteroles insaturados, triterpenos pentacíclicos, fenilpropanoides y catequinas. Mientras que en el de M. officinalis se detectaron, además, cumarinas y metilencetonas. Los extractos de ambas especies (soluciones de 20 y 40 mg/L) mostraron actividad antibacteriana contra las cepas Escherichia coli, Pseudomonas aeruginosa y Staphylococcus aureus, a excepción de los extractos metanólicos de M. officinalis (20 mg/L) y C. citratus (40 mg/L) que no exhibieron actividad frente a E. coli. La especie C. citratus mostró el mayor efecto antibacteriano contra las bacterias P. aeruginosa y S. aureus (halos de inhibición > 15mm). Se observó una actividad antifúngica alta del extracto de C. citratus, y una actividad moderada del extracto de M. officinalis, contra la cepa del hongo Candida albicans. C. citratus y M. officinalis mostraron una actividad letal significativa (CL50 <1000 μg/ml) frente a nauplios de A. salina a las 24 h de exposición: 358,03 y 72,25 μg/ml respectivamente. La especie M. officinalis presentó la mayor letalidad, considerado altamente tóxico según CYTED. A partir de los resultados obtenidos, se puede inferir que las plantas C. citratus y M. officinalis cultivadas en Ecuador son una fuente promisoria de metabolitos secundarios bioactivos con actividad farmacológica (antimicrobianos y citotóxicos).

La Tetralogía de Fallot es una cardiopatía congénita cianógena frecuente en la infancia, cuyo tratamiento quirúrgico presenta alta tasa de éxito a corto y largo plazos. Las complicaciones del tratamiento quirúrgico pueden y deben ser corregidas oportunamente, siendo crucial la intervención de enfermería en la evolución del paciente: valoración de signos de disfunción ventricular derecha, ejecución de intervenciones para minimizar los efectos de dicha disfunción, colaboración en el tratamiento de la entidad y la evaluación constante del paciente. Se presenta un caso de un paciente de 1 año y 5 meses, donde después de una valoración cardiológica y un electrocardiograma se le diagnostica Tetralogía de Fallot, y posteriormente fue intervenido quirúrgicamente sin reportarse ninguna complicación durante la cirugía. Se manejaron diagnósticos de enfermería, con objetivos a seguir e intervenciones específicas que se realizaron de acuerdo con la presentación de las manifestaciones del paciente en estudio.

Congenital pulmonary malformations are a rare entity in pediatrics. Among them, cystic adenomatoid malformation of the lung is the most frequent entity, followed by pulmonary sequestration and bronchogenic cyst. These entities can be diagnosed early in the prenatal stage using high-definition ultrasound and fetal magnetic resonance. A retrospective study of this malformation has been carried out to know the clinical signs, diagnosis and evolution. Five clinical cases of pulmonary adenomatoid malformation were presented, three of them with early diagnosis: the first one with evolution to malignant tumor, the second with extralobar accessory pulmonary sequestration and the third with erroneous diagnosis of cystic adenomatoid malformation. Five clinical cases of cystic adenomatoid malformation were presented, three of them with early diagnosis: the first one with evolution to malignant tumor, the second with extralobar accessory pulmonary sequestration and the third with erroneous diagnosis of cystic adenomatoid malformation. The other two cases associated to the cystic adenomatoid malformation showed a pulmonary sequestration based on the importance of early diagnosis of congenital anomalies in the prenatal stage. This malformation is a congenital pulmonary disease, whose prenatal assessment is carried out effectively by means of the ultrasound technique and fetal magnetic resonance. It presents clinical picture with variable and specific radiological characteristics, facilitating an early diagnosis to avoid complications.

NORMAS DE PUBLICACIÓN

The competition in global marketplaces is progressively increasing due to a large number of local players that form the telecom industry. For this reason, it is essential for companies to establish a strong brand image to maintain its position in the market. Vodafone has been one of the fastest growing companies in the world. Nevertheless, it still holds the number two position in the telecom European market and the sixth, in the international sphere. This aspect encourages us to dig into which factors need to be considered to reach the zenith. We have focused on the international online marketing strategies that are used by telecommunication companies to establish and enhance brand image in the global market. With the example of Vodafone, the research concentrates on the intricacies of the relationship between brand image and online marketing strategies in order to enhance brand image internationally, in the context of the global telecom sector. For this purpose, two detailed online surveys were conducted to gather opinion about the effects of online marketing strategies on brand image. It also aims to find the gaps in the online strategies and improve them in order to boost up the brand image of Vodafone.

The existing public relations, ceremonial and protocol literature alternates the terms acts and events as synonyms. Through a theoretical-conceptual revision, the main objective of this work is to demonstrate that both terms obey different realities. The results show that, while the organization of acts responds, from the perspective of public relations, to the communicative needs of the organizations; Events are tools that, from the perspective of the Marketing Mix, allow meeting, mainly, the economic needs of companies.