BB Adkins, Sue. Cause related marketing: who cares wins / Sue, Adkins. London: Routledge, 2011
BB Blattberg, Robert C. Sales promotion: concepts, methods, and strategies /Robert C. Blattberg, Scott A. Neslin Prentice Hall, 1990
BB Chandon, P. (1995). Consumer research on sales promotions: A state of the art literature review, “Journal of Marketing Management”, 11(5), 419-441
BB Hemphill, T. A. (1996). Cause‐related marketing, fundraising, and environmental nonprofit organizations. “Nonprofit Management and Leadership”, 6(4), 403-418
BB KOTLER, P.; KARTAJAYA, H.; SETIAWAN, I. Marketing 3.0. 3ª ed. [s. l.]: LID, 2013. ISBN 9788483568439.
BB Meenaghan, T., McLoughlin, D. & McCormack, A. (2013). New challenges in sponsorship evaluation actors, new media, and the context of praxis. “Psychology & Marketing”, 30(5), 444-460
BB Nonprofit and Business Sector Collaboration: Social Enterprises, Cause-Related Marketing, Sponsorships, and Other Corporate-Nonprofit Dealings / Walter W. Wymer, Sridhar Samu, editors Routledge, 2013
BC Kotler, P. Marketing 4.0. Moving from Traditional to Digital/Kotler, P., Kartajaya, H. & Setiawan, I. New Jersey: John Wiley & Sons, 2016
BC KOTLER, P.; KARTAJAYA, H.; SETIAWAN, I. Marketing 5.0. [s. l.]: LID, 2021. ISBN 9788418709876.
BC KOTLER, P.; KARTAJAYA, H.; SETIAWAN, I. Marketing 6.0 : [el futuro es inmersivo]. 1ª ed. [s. l.]: Córdoba, 2024. ISBN 9788410221093.
BC KOTLER, P.; KARTAJAYA, H.; SETIAWAN, I. Marketing 6.0 : the future is immersive. [s. l.]: Wiley, 2024. ISBN 9781119835219.
BC Kotler, P.. Marketing 3.0. From Products to Customers to the Human Spirit / Kotler, P., Kartajaya, H. & Setiawan, I. . New Jersey: John Wiley & Sons, 2010
 
LISTADO DE URLs:
 
  Bandyopadhyay, N., Sivakumaran, B., Patro, S. & Kumar, R. (2021). Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying?: An empirical investigation. Journal of Retailing and Consumer Services, 61, 102532.
[https://doi.org/10.1016/j.jretconser.2021.102532 ]
  Bandyopadhyay, N., Sivakumaran, B., Patro, S. & Kumar, R. (2021). Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying?: An empirical investigation. Journal of Retailing and Consumer Services, 61, 102532
[https://doi.org/10.1016/j.jretconser.2021.102532 ]
  Banerjee, S., Xu, S. & Johnson, S. (2021). How does location based marketing affect mobile retail revenues? The complex interplay of delivery tactic, interface mobility and user privacy. Journal of Business Research, 130, 398-404.
[https://doi.org/10.1016/j.jbusres.2020.02.042]
  Banerjee, S., Xu, S. & Johnson, S. (2021). How does location based marketing affect mobile retail revenues? The complex interplay of delivery tactic, interface mobility and user privacy. Journal of Business Research, 130, 398-404.
[https://doi.org/10.1016/j.jbusres.2020.02.042]
  [BB] Ailawadi, K., Beauchamp, J. P., Donthu, N., Gauri, D. K. & Shankar, V. (2009). Communication and promotion decisions in retailing: a review and directions for future research. “Journal of Retailing”, 85(1), 42-55
[http://ac.els-cdn.com/S0022435908000857/1-s2.0-S0022435908000857-main.pdf?_tid=0965b8fa-294b-11e5-a707-00000aab0f27&acdnat=1436783976_5c9b0803ea722972b7e4786454a8610a]
  [BB] Álvarez, B. (2000). La promoción de ventas como instrumento para modificar el comportamiento de los individuos. Documento de trabajo, Universidad de Oviedo
[https://econo.uniovi.es/biblioteca/documentos-trabajo-ccee-ee/2000]
  [BB] Blattberg, R., Briesch, R. & Fox, E. J. (1995). How Promotions Work, “Marketing Science”, 14(3), 122-132
[http://search.proquest.com/docview/207348162/fulltextPDF/AD303AC44D40479APQ/1?accountid=14795]
  [BB] DelVecchio, D., Henard, D. H. & Freling, T. H. (2006), The effect of sales promotion on post-promotion brand preference: a meta-analysis, “Journal of Retailing”, 82(3), 203-213
[http://ac.els-cdn.com/S0022435906000388/1-s2.0-S0022435906000388-main.pdf?_tid=06d783b8-2953-11e5-a59a-00000aab0f27&acdnat=1436787407_cb53346315843f0476a43d22fc02518c]
  [BB] Grunig, J. E. (2009). Paradigms of global public relations in an age of digitalization”, PRism, 6(2), 1-19.
[http://shonaliburke.com/wp-content/uploads/2010/10/GRUNIG.pdf]
  [BB] Hutton, J. G. (1999). The definition, dimensions, and domain of public relations, Public Relations Review, 25(2), 199-214
[http://ac.els-cdn.com/S0363811199801623/1-s2.0-S0363811199801623-main.pdf?_tid=b122e354-29f2-11e5-83de-00000aacb35e&acdnat=1436855983_c121f034be14f66164f92f222aee6ae7]
  [BB] Jagre, E., Watson, J. J. & Watson, J. G. (2001). Sponsorship and congruity theory: a theoretical framework for explaining consumer attitude and recall of event sponsorship. “Advances in Consumer Research”, 28, 439-445
[http://linksource.ebsco.com/FullText.aspx?linkout=http%3a%2f%2fatoz.ebsco.com%2flink.asp%3fid%3d8564%26rid%3d4890180]
  [BB] Liu, G. & Ko, W. W. (2011). An analysis of cause-related marketing implementation strategies through social alliance: partnership conditions and strategic objectives, “Journal of Business Ethics”, 100(2), 253-281
[http://download.springer.com/static/pdf/725/art%253A10.1007%252Fs10551-010-0679-7.pdf?originUrl=http%3A%2F%2Flink.springer.com%2Farticle%2F10.1007%2Fs10551-010-0679-7&token2=exp=1436859118~acl=%2Fstatic%2Fpdf%2F725%2Fart%25253A10.1007%25252Fs10551-010-0679-7.pdf%3ForiginUrl%3Dhttp%253A%252F%252Flink.springer.com%252Farticle%252F10.1007%252Fs10551-010-0679-7*~hmac=1a8b135bfb957b30ea1d09ce31eb20524951cbdb499eef3e57949d44c82f0972]
  [BB] Mazodier, M. & Quester, P. (2014). The role of sponsorship fit for changing brand affect: a latent growth modeling approach, “International Journal of Research in Marketing”, 31(1), 16-29
[http://ac.els-cdn.com/S016781161300089X/1-s2.0-S016781161300089X-main.pdf?_tid=57d59582-29fa-11e5-8d7e-00000aacb35d&acdnat=1436859269_d857c1b3f522f67edfde7b3d4a4c15e1]
  [BB] Nielsen, A. E. & Thomsen, C. (2012). Corporate social responsibility (CSR) management and marketing communication: research streams and themes. “Hermes–Journal of Language and Communication in Business”, 49, 49-65
[http://pure.au.dk/portal/files/52831754/Hermes_49_5_nielsen_thomsen.pdf]
  [BB] Polonsky, M. J. & Speed, R. (2001). Linking sponsorship and cause related marketing: complementarities and conflicts. “European Journal of Marketing”, 35(11/12), 1361-1389
[http://www.emeraldinsight.com/doi/pdfplus/10.1108/EUM0000000006484]
  [BB] Preeza, V. & Bijal, M. (2004). Classification of empirical work on sales promotion: a synthesis for managerial decision making. Working Paper. Indian Institute of Management Ahmedabad
[http://vslir.iimahd.ernet.in:8080/xmlui/bitstream/handle/123456789/5945/2004-06-07preetavyas.pdf?sequence=1&isAllowed=y]
  [BB] Sharpe, M. L. (2000). Developing a behavioral paradigm for the performance of public relations. Public Relations Review, 26(3), 345-361
[http://ac.els-cdn.com/S0363811100000527/1-s2.0-S0363811100000527-main.pdf?_tid=ebc6c658-2abd-11e5-967d-00000aab0f27&acdnat=1436943269_bb0e08cb6f2f0afb311a5caf0fb3d253]
  [BB] Thorne McAlister, D. & Ferrell, L. (2002). The role of strategic philanthropy in marketing strategy. “European journal of marketing”, 36(5/6), 689-705
[http://www.emeraldinsight.com/doi/pdfplus/10.1108/03090560210422952]
  [BB] Varadarajan, P. R. & Menon, A. (1988). Cause-related marketing: a coalignment of marketing strategy and corporate philanthropy. “Journal of Marketing”, 52(3), 58-74
[http://search.proquest.com/docview/227809206/fulltextPDF/2AB1E55356FE4241PQ/1?accountid=14795]
  Dwivedi, Y., Hughes, L., Wang, Y., Alalwan, A., Ahn, S., (et al.) & Wirtz, J. (2023). Metaverse markteing: How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40, 750-776.
[https://doi.org/10.1002/mar.21767]
  Dwivedi, Y., Hughes, L., Wang, Y., Alalwan, A., Ahn, S., (et al.) & Wirtz, J. (2023). Metaverse markteing: How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40, 750-776.
[https://doi.org/10.1002/mar.21767]
  Egger, M., Florack, A. & Hübel, C. (2022). How placement affects brand preferences in advergames: A test of inhibition and facilitation processes during search. Computers in Human Behavior, 134, 107328.
[https://doi.org/10.1016/j.chb.2022.107328]
  Egger, M., Florack, A. & Hübel, C. (2022). How placement affects brand preferences in advergames: A test of inhibition and facilitation processes during search. Computers in Human Behavior, 134, 107328.
[https://doi.org/10.1016/j.chb.2022.107328]
  Ghosh, T., Sreejesh, S. & Dwivedi, Y. (2022). Brands in a game or a game for brands? Comparing the persuasive effectiveness of in-game advertising and advergames. Psychology & Marketing, 39, 2328-2348.
[https://doi.org/10.1002/mar.21752]
  Ghosh, T., Sreejesh, S. & Dwivedi, Y. (2022). Brands in a game or a game for brands? Comparing the persuasive effectiveness of in-game advertising and advergames. Psychology & Marketing, 39, 2328-2348.
[https://doi.org/10.1002/mar.21752]
  Hussain, M., Islam, T. & Rhman, S. (2023). What you see is what you get: assessing in-game advertising effectiveness. Journal of Research in Interactive Marketing, 17, 527-543.
[https://doi.org/10.1108/JRIM-03-2022-0087]
  Hussain, M., Islam, T. & Rhman, S. (2023). What you see is what you get: assessing in-game advertising effectiveness. Journal of Research in Interactive Marketing, 17, 527-543.
[https://doi.org/10.1108/JRIM-03-2022-0087]
  Karagür, Z., Becker, J., Klein, K. & Edeling, A. (2022). How, why and when disclosure type matters for influencer marketing. International Journal of Research in Marketing, 39, 313- 3335.
[https://doi.org/10.1016/j.ijresmar.2021.09.006]
  Karagür, Z., Becker, J., Klein, K. & Edeling, A. (2022). How, why and when disclosure type matters for influencer marketing. International Journal of Research in Marketing, 39, 313- 3335.
[https://doi.org/10.1016/j.ijresmar.2021.09.006]
  Lee, H., Han, J. & Suh, Y. (2014). Gift or threat? An examination of voice of the customer: The case of MyStarbucksIdea.com. Electronic Commerce Research and Applications, 13, 205-219.
[https://doi.org/10.1016/j.elerap.2014.02.001]
  Lee, H., Han, J. & Suh, Y. (2014). Gift or threat? An examination of voice of the customer: The case of MyStarbucksIdea.com. Electronic Commerce Research and Applications, 13, 205-219.
[ https://doi.org/10.1016/j.elerap.2014.02.001]
  Leung, F., Gu, F., Li, Y., Zhang, J. & Palmatier, R. (2022). Influencer Marketing Effectiveness. Journal of Marketing, 86, 93-115.
[https://doi.org/10.1177/00222429221102889 ]
  Leung, F., Gu, F., Li, Y., Zhang, J. & Palmatier, R. (2022). Influencer Marketing Effectiveness. Journal of Marketing, 86, 93-115.
[https://doi.org/10.1177/00222429221102889 ]
  Yang, B. & Mattila, A. (2020). How rational thinking style affects sales promotion effectiveness. International Journal of Hospitality Management, 84, 102335.
[https://doi.org/10.1016/j.ijhm.2019.102335]
  Yang, B. & Mattila, A. (2020). How rational thinking style affects sales promotion effectiveness. International Journal of Hospitality Management, 84, 102335.
[https://doi.org/10.1016/j.ijhm.2019.102335]
  Ye, Y., Yang, Y. & Huang, Q. (2023). Identifying and examining the role of pop-up store design: A mixed-methods study. Journal of Retailing and Consumer Services, 75, 103503.
[https://doi-org.cuarzo.unizar.es:9443/10.1016/j.jretconser.2023.103503]
  Ye, Y., Yang, Y. & Huang, Q. (2023). Identifying and examining the role of pop-up store design: A mixed-methods study. Journal of Retailing and Consumer Services, 75, 103503.
[https://doi-org.cuarzo.unizar.es:9443/10.1016/j.jretconser.2023.103503]