{"id":"https://openalex.org/W2781855781","doi":"https://doi.org/10.1007/978-3-319-73450-7_13","title":"Inexpensive Marketing Tools for SMEs","display_name":"Inexpensive Marketing Tools for SMEs","publication_year":2018,"publication_date":"2018-01-01","ids":{"openalex":"https://openalex.org/W2781855781","doi":"https://doi.org/10.1007/978-3-319-73450-7_13","mag":"2781855781"},"language":"en","primary_location":{"id":"doi:10.1007/978-3-319-73450-7_13","is_oa":false,"landing_page_url":"https://doi.org/10.1007/978-3-319-73450-7_13","pdf_url":null,"source":{"id":"https://openalex.org/S2764905038","display_name":"Advances in intelligent systems and computing","issn_l":"2194-5357","issn":["2194-5357","2194-5365"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319965","host_organization_name":"Springer Nature","host_organization_lineage":["https://openalex.org/P4310319965"],"host_organization_lineage_names":["Springer Nature"],"type":"book series"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Advances in Intelligent Systems and Computing","raw_type":"book-chapter"},"type":"book-chapter","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5109393483","display_name":"Jos\u00e9 Vitor","orcid":null},"institutions":[{"id":"https://openalex.org/I4401200379","display_name":"Instituto Polit\u00e9cnico da Maia","ror":"https://ror.org/00jaxbw05","country_code":null,"type":"education","lineage":["https://openalex.org/I4401200379"]},{"id":"https://openalex.org/I52066220","display_name":"Instituto Superior da Maia","ror":"https://ror.org/04f761z39","country_code":"PT","type":"facility","lineage":["https://openalex.org/I52066220"]}],"countries":["PT"],"is_corresponding":false,"raw_author_name":"Jos\u00e9 Avelino Vitor","raw_affiliation_strings":["Instituto Polit\u00e9cnico da Maia, Maia, Portugal","Instituto Universit\u00e1rio da Maia, Maia, Portugal"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Instituto Polit\u00e9cnico da Maia, Maia, Portugal","institution_ids":["https://openalex.org/I52066220","https://openalex.org/I4401200379"]},{"raw_affiliation_string":"Instituto Universit\u00e1rio da Maia, Maia, Portugal","institution_ids":["https://openalex.org/I52066220"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5031743086","display_name":"Teresa Guarda","orcid":"https://orcid.org/0000-0002-9602-0692"},"institutions":[{"id":"https://openalex.org/I118946981","display_name":"Universidad de las Fuerzas Armadas ESPE","ror":"https://ror.org/05j136930","country_code":"EC","type":"education","lineage":["https://openalex.org/I118946981"]},{"id":"https://openalex.org/I3133194271","display_name":"Universidad Estatal Pen\u00ednsula de Santa Elena","ror":"https://ror.org/01k410495","country_code":"EC","type":"education","lineage":["https://openalex.org/I3133194271"]},{"id":"https://openalex.org/I99682543","display_name":"University of Minho","ror":"https://ror.org/037wpkx04","country_code":"PT","type":"education","lineage":["https://openalex.org/I99682543"]}],"countries":["EC","PT"],"is_corresponding":true,"raw_author_name":"Teresa Guarda","raw_affiliation_strings":["Algoritmi Centre, Minho University, Braga, Portugal","Systems Department, Universidad Estatal Pen\u00ednsula de Santa Elena, La Libertad, Ecuador","Universidad Estatal Pen\u00ednsula de Santa Elena \u2013 UPSE, La Libertad, Ecuador","Universidad de las Fuerzas Armadas-ESPE, Sangolqui, Quito, Ecuador","Universidad de las Fuerzas Armadas-ESPE, Sangolqui, Ecuador"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Algoritmi Centre, Minho University, Braga, Portugal","institution_ids":["https://openalex.org/I99682543"]},{"raw_affiliation_string":"Systems Department, Universidad Estatal Pen\u00ednsula de Santa Elena, La Libertad, Ecuador","institution_ids":["https://openalex.org/I3133194271"]},{"raw_affiliation_string":"Universidad Estatal Pen\u00ednsula de Santa Elena \u2013 UPSE, La Libertad, Ecuador","institution_ids":["https://openalex.org/I3133194271"]},{"raw_affiliation_string":"Universidad de las Fuerzas Armadas-ESPE, Sangolqui, Quito, Ecuador","institution_ids":["https://openalex.org/I118946981"]},{"raw_affiliation_string":"Universidad de las Fuerzas Armadas-ESPE, Sangolqui, Ecuador","institution_ids":["https://openalex.org/I118946981"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5047569890","display_name":"Maria Fernanda Augusto","orcid":"https://orcid.org/0000-0003-4891-5747"},"institutions":[{"id":"https://openalex.org/I118946981","display_name":"Universidad de las Fuerzas Armadas ESPE","ror":"https://ror.org/05j136930","country_code":"EC","type":"education","lineage":["https://openalex.org/I118946981"]}],"countries":["EC"],"is_corresponding":false,"raw_author_name":"Maria Fernanda Augusto","raw_affiliation_strings":["Universidad de las Fuerzas Armadas-ESPE, Sangolqui, Quito, Ecuador","Universidad de las Fuerzas Armadas-ESPE, Sangolqui, Ecuador"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universidad de las Fuerzas Armadas-ESPE, Sangolqui, Quito, Ecuador","institution_ids":["https://openalex.org/I118946981"]},{"raw_affiliation_string":"Universidad de las Fuerzas Armadas-ESPE, Sangolqui, Ecuador","institution_ids":["https://openalex.org/I118946981"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5077645371","display_name":"Marcelo Le\u00f3n","orcid":"https://orcid.org/0000-0001-6303-6615"},"institutions":[{"id":"https://openalex.org/I118946981","display_name":"Universidad de las Fuerzas Armadas ESPE","ror":"https://ror.org/05j136930","country_code":"EC","type":"education","lineage":["https://openalex.org/I118946981"]},{"id":"https://openalex.org/I3133194271","display_name":"Universidad Estatal Pen\u00ednsula de Santa Elena","ror":"https://ror.org/01k410495","country_code":"EC","type":"education","lineage":["https://openalex.org/I3133194271"]}],"countries":["EC"],"is_corresponding":false,"raw_author_name":"Marcelo Leon","raw_affiliation_strings":["Universidad Estatal Pen\u00ednsula de Santa Elena \u2013 UPSE, La Libertad, Ecuador","Universidad de las Fuerzas Armadas-ESPE, Sangolqui, Quito, Ecuador","Universidad de las Fuerzas Armadas-ESPE, Sangolqui, Ecuador"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universidad Estatal Pen\u00ednsula de Santa Elena \u2013 UPSE, La Libertad, Ecuador","institution_ids":["https://openalex.org/I3133194271"]},{"raw_affiliation_string":"Universidad de las Fuerzas Armadas-ESPE, Sangolqui, Quito, Ecuador","institution_ids":["https://openalex.org/I118946981"]},{"raw_affiliation_string":"Universidad de las Fuerzas Armadas-ESPE, Sangolqui, Ecuador","institution_ids":["https://openalex.org/I118946981"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5050823881","display_name":"Datzania Villao","orcid":"https://orcid.org/0000-0003-2353-7831"},"institutions":[{"id":"https://openalex.org/I3133194271","display_name":"Universidad Estatal Pen\u00ednsula de Santa Elena","ror":"https://ror.org/01k410495","country_code":"EC","type":"education","lineage":["https://openalex.org/I3133194271"]}],"countries":["EC"],"is_corresponding":false,"raw_author_name":"Datzania Villao","raw_affiliation_strings":["Universidad Estatal Pen\u00ednsula de Santa Elena \u2013 UPSE, La Libertad, Ecuador"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universidad Estatal Pen\u00ednsula de Santa Elena \u2013 UPSE, La Libertad, Ecuador","institution_ids":["https://openalex.org/I3133194271"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5053315498","display_name":"Luis Maz\u00f3n","orcid":"https://orcid.org/0000-0002-5932-1779"},"institutions":[{"id":"https://openalex.org/I3133194271","display_name":"Universidad Estatal Pen\u00ednsula de Santa Elena","ror":"https://ror.org/01k410495","country_code":"EC","type":"education","lineage":["https://openalex.org/I3133194271"]}],"countries":["EC"],"is_corresponding":false,"raw_author_name":"Luis Mazon","raw_affiliation_strings":["Universidad Estatal Pen\u00ednsula de Santa Elena \u2013 UPSE, La Libertad, Ecuador"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universidad Estatal Pen\u00ednsula de Santa Elena \u2013 UPSE, La Libertad, Ecuador","institution_ids":["https://openalex.org/I3133194271"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5023968084","display_name":"Yovany Salazar Estrada","orcid":"https://orcid.org/0000-0003-2827-8648"},"institutions":[{"id":"https://openalex.org/I4210117061","display_name":"Universidad Nacional de Loja","ror":"https://ror.org/03a5x6z77","country_code":"EC","type":"education","lineage":["https://openalex.org/I4210117061"]}],"countries":["EC"],"is_corresponding":false,"raw_author_name":"Yovany Salazar Estrada","raw_affiliation_strings":["Universidad Nacional de Loja, Loja, Ecuador"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universidad Nacional de Loja, Loja, Ecuador","institution_ids":["https://openalex.org/I4210117061"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":7,"corresponding_author_ids":["https://openalex.org/A5031743086"],"corresponding_institution_ids":["https://openalex.org/I118946981","https://openalex.org/I3133194271","https://openalex.org/I99682543"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":2,"citation_normalized_percentile":{"value":0.00872347,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":90,"max":95},"biblio":{"volume":null,"issue":null,"first_page":"129","last_page":"137"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12384","display_name":"Customer churn and segmentation","score":0.998199999332428,"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/T12384","display_name":"Customer churn and segmentation","score":0.998199999332428,"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/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9976000189781189,"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/T11536","display_name":"Consumer Retail Behavior Studies","score":0.9922999739646912,"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"}}],"keywords":[{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.5516449809074402},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.33945566415786743},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.3303810954093933}],"concepts":[{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5516449809074402},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.33945566415786743},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.3303810954093933}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1007/978-3-319-73450-7_13","is_oa":false,"landing_page_url":"https://doi.org/10.1007/978-3-319-73450-7_13","pdf_url":null,"source":{"id":"https://openalex.org/S2764905038","display_name":"Advances in intelligent systems and computing","issn_l":"2194-5357","issn":["2194-5357","2194-5365"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319965","host_organization_name":"Springer Nature","host_organization_lineage":["https://openalex.org/P4310319965"],"host_organization_lineage_names":["Springer Nature"],"type":"book series"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Advances in Intelligent Systems and Computing","raw_type":"book-chapter"}],"best_oa_location":null,"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/8","score":0.5099999904632568,"display_name":"Decent work and economic growth"}],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":16,"referenced_works":["https://openalex.org/W291203805","https://openalex.org/W651021392","https://openalex.org/W1492090231","https://openalex.org/W1534608649","https://openalex.org/W1982983177","https://openalex.org/W1990336374","https://openalex.org/W2021084883","https://openalex.org/W2025348367","https://openalex.org/W2041229708","https://openalex.org/W2052065931","https://openalex.org/W2059888405","https://openalex.org/W2063491469","https://openalex.org/W2070855716","https://openalex.org/W2071134102","https://openalex.org/W2081547566","https://openalex.org/W2120238053"],"related_works":["https://openalex.org/W4391375266","https://openalex.org/W2748952813","https://openalex.org/W2390279801","https://openalex.org/W2358668433","https://openalex.org/W4396701345","https://openalex.org/W2376932109","https://openalex.org/W2001405890","https://openalex.org/W3132716659","https://openalex.org/W1562991075","https://openalex.org/W2187644337"],"abstract_inverted_index":null,"counts_by_year":[{"year":2025,"cited_by_count":1},{"year":2022,"cited_by_count":1}],"updated_date":"2026-04-30T09:15:22.047038","created_date":"2025-10-10T00:00:00"}
