{"id":"https://openalex.org/W4390740482","doi":"https://doi.org/10.59659/impulso.v.4i6.28","title":"El papel del marketing en la promoci\u00f3n y difusi\u00f3n de eventos culturales en la ciudad de La Paz","display_name":"El papel del marketing en la promoci\u00f3n y difusi\u00f3n de eventos culturales en la ciudad de La Paz","publication_year":2024,"publication_date":"2024-01-01","ids":{"openalex":"https://openalex.org/W4390740482","doi":"https://doi.org/10.59659/impulso.v.4i6.28"},"language":"es","primary_location":{"id":"doi:10.59659/impulso.v.4i6.28","doi":"https://doi.org/10.59659/impulso.v.4i6.28","is_oa":true,"landing_page_url":"https://doi.org/10.59659/impulso.v.4i6.28","pdf_url":"https://revistaimpulso.org/index.php/impulso/article/download/151/276","source":{"id":"https://openalex.org/S4387997988","display_name":"Impulso Revista de Administraci\u00f3n","issn_l":"2959-9040","issn":["2959-9040"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj","latindex","scielo"],"host_organization":"https://openalex.org/I4210140168","host_organization_name":"Universidad Privada Domingo Savio","host_organization_lineage":["https://openalex.org/I4210140168"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Impulso, Revista de Administraci\u00f3n","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://revistaimpulso.org/index.php/impulso/article/download/151/276","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5038265492","display_name":"Yuri Vladimir Ulloa Romero","orcid":"https://orcid.org/0009-0008-7749-1123","observed_orcids":["https://orcid.org/0009-0008-7749-1123"]},"institutions":[{"id":"https://openalex.org/I4210140168","display_name":"Universidad Privada Domingo Savio","ror":"https://ror.org/04db0t411","country_code":"BO","type":"education","lineage":["https://openalex.org/I4210140168"]}],"countries":["BO"],"is_corresponding":true,"raw_author_name":"Yuri Vladimir Ulloa Romero","raw_affiliation_strings":["Universidad Privada Domingo Savio Potos\u00ed, Bolivia"],"raw_orcid":"https://orcid.org/0009-0008-7749-1123","affiliations":[{"raw_affiliation_string":"Universidad Privada Domingo Savio Potos\u00ed, Bolivia","institution_ids":["https://openalex.org/I4210140168"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5038265492"],"corresponding_institution_ids":["https://openalex.org/I4210140168"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.00250289,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"4","issue":"6","first_page":"37","last_page":"50"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.8246999979019165,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.8246999979019165,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11410","display_name":"Cultural Industries and Urban Development","score":0.03420000150799751,"subfield":{"id":"https://openalex.org/subfields/3322","display_name":"Urban Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10055","display_name":"Diverse Aspects of Tourism Research","score":0.030400000512599945,"subfield":{"id":"https://openalex.org/subfields/1409","display_name":"Tourism, Leisure and Hospitality Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/event-marketing","display_name":"event marketing","score":0.8980000019073486},{"id":"https://openalex.org/keywords/cultural-events","display_name":"cultural events","score":0.9860000014305115},{"id":"https://openalex.org/keywords/event-promotion","display_name":"event promotion","score":0.9599999785423279},{"id":"https://openalex.org/keywords/la-paz","display_name":"La Paz","score":0.5600000023841858},{"id":"https://openalex.org/keywords/cultural-tourism","display_name":"cultural tourism","score":0.6919999718666077},{"id":"https://openalex.org/keywords/promotion-strategy","display_name":"promotion strategy","score":0.7519999742507935},{"id":"https://openalex.org/keywords/cultural-product-design","display_name":"cultural product design","score":0.6710000038146973},{"id":"https://openalex.org/keywords/consumer-preferences","display_name":"consumer preferences","score":0.7329999804496765}],"concepts":[{"id":"https://openalex.org/C15708023","wikidata":"https://www.wikidata.org/wiki/Q80083","display_name":"Humanities","level":1,"score":0.7243766188621521},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.5501063466072083},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.16922533512115479}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.59659/impulso.v.4i6.28","doi":"https://doi.org/10.59659/impulso.v.4i6.28","is_oa":true,"landing_page_url":"https://doi.org/10.59659/impulso.v.4i6.28","pdf_url":"https://revistaimpulso.org/index.php/impulso/article/download/151/276","source":{"id":"https://openalex.org/S4387997988","display_name":"Impulso Revista de Administraci\u00f3n","issn_l":"2959-9040","issn":["2959-9040"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj","latindex","scielo"],"host_organization":"https://openalex.org/I4210140168","host_organization_name":"Universidad Privada Domingo Savio","host_organization_lineage":["https://openalex.org/I4210140168"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Impulso, Revista de Administraci\u00f3n","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:5d7fb48459b141bf8de609045a4bbc15","doi":null,"is_oa":true,"landing_page_url":"https://doaj.org/article/5d7fb48459b141bf8de609045a4bbc15","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Impulso, Vol 4, Iss 6, Pp 37-50 (2024)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.59659/impulso.v.4i6.28","doi":"https://doi.org/10.59659/impulso.v.4i6.28","is_oa":true,"landing_page_url":"https://doi.org/10.59659/impulso.v.4i6.28","pdf_url":"https://revistaimpulso.org/index.php/impulso/article/download/151/276","source":{"id":"https://openalex.org/S4387997988","display_name":"Impulso Revista de Administraci\u00f3n","issn_l":"2959-9040","issn":["2959-9040"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj","latindex","scielo"],"host_organization":"https://openalex.org/I4210140168","host_organization_name":"Universidad Privada Domingo Savio","host_organization_lineage":["https://openalex.org/I4210140168"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Impulso, Revista de Administraci\u00f3n","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[{"display_name":"Observational Study","id":"https://openalex.org/study-designs/observational-study"}],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4390740482.pdf","grobid_xml":"https://content.openalex.org/works/W4390740482.grobid-xml"},"referenced_works_count":2,"referenced_works":["https://openalex.org/W2810968011","https://openalex.org/W2973219150"],"related_works":["https://openalex.org/W7014878948","https://openalex.org/W87658503","https://openalex.org/W7163472327","https://openalex.org/W7155334938","https://openalex.org/W7157512896","https://openalex.org/W2778894095","https://openalex.org/W7163052445","https://openalex.org/W2946505412","https://openalex.org/W7001181849","https://openalex.org/W2950091939"],"abstract_inverted_index":{"La":[0,3,51],"ciudad":[1,49],"de":[2,16,27,44,50,71,73,78,90,98,111],"Paz":[4],"cuenta":[5],"con":[6,62,75,93,123],"una":[7,76,94],"intensa":[8],"actividad":[9],"cultural,":[10,138],"conformada":[11],"por":[12],"expresiones":[13],"y":[14,22,60,104],"eventos":[15,45,115],"diferentes":[17],"caracter\u00edsticas":[18],"que":[19,84,128,139],"son":[20,117],"programadas":[21],"ejecutadas":[23],"a":[24],"lo":[25],"largo":[26],"todo":[28],"el":[29,37,85,132],"a\u00f1o.":[30],"Este":[31],"articulo":[32],"tiene":[33],"como":[34,69],"objetivo":[35],"analizar":[36],"impacto":[38],"del":[39,134,143],"marketing":[40,86,125],"en":[41,47,56,113,131],"la":[42,48,67],"difusi\u00f3n":[43],"culturales":[46,101,116],"Paz,":[52],"Bolivia.":[53],"Se":[54,65],"enmarca":[55],"un":[57,124],"enfoque":[58,63],"descriptivo":[59],"propositivo,":[61],"cuantitativo.":[64],"utiliz\u00f3":[66],"encuesta":[68],"t\u00e9cnica":[70],"recolecci\u00f3n":[72],"datos":[74],"muestra":[77],"382":[79],"personas.":[80],"Los":[81],"resultados":[82],"muestran":[83],"se":[87,129],"aplica":[88],"solamente":[89],"forma":[91],"parcial,":[92],"promoci\u00f3n":[95,112],"muy":[96,118,126],"somera":[97],"las":[99,109,141],"actividades":[100],"para":[102],"difundir":[103],"persuadir":[105],"al":[106],"p\u00fablico":[107],"pace\u00f1o,":[108],"estrategias":[110],"los":[114],"dispersas,":[119],"aunque":[120],"algunos":[121],"cuentan":[122],"efectivo,":[127],"inicia":[130],"dise\u00f1o":[133],"producto":[135],"o":[136],"servicio":[137],"satisface":[140],"preferencias":[142],"consumidor.":[144]},"counts_by_year":[],"updated_date":"2026-10-07T09:51:55.459714","created_date":"2024-01-13T00:00:00"}