La Gestión de Marca Con Orientación Al Mercado. Una Perspectiva Desde Los Franquiciados
The brand management with market orientation. Overview's franchisees
María Esther Calderón Monge
Doctora en Ciencias Económicas y Empresariales por la Universidad de Burgos, España. Su tesis doctoral titulada “Los costes de agencia en los canales de distribución: la franquicia” obtuvo el Premio Extraordinario de Doctorado. A partir de este momento abrió una línea de investigación en el campo de la franquicia donde ha publicado artículos y ha difundido sus resultados en artículos y distintos congresos nacionales e internacionales
Profesora Titular en la Facultad de Ciencias Económicas y Empresariales de la Universidad de Burgos
Jannett Ayup González
Doctoranda en Economía y Administración de Empresas de la Universidad de Burgos, España. Licenciada en Administración con certificación académica y profesional por la Asociación Nacional de Facultades y Escuelas de Contaduría y Administración
Profesora titular, especialista en Marketing en la Facultad de Comercio y Administración de Tampico, adscrita a la Universidad Autónoma de Tamaulipas, investigadora de las Academias ANFECA y ACACIA en México
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