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Special issue: Marketing history in Spain

Guest editors: Maria Elena Aramendia-Muneta, Felipe Ruiz Moreno, María Pilar Martínez-Ruiz

Guest editorial

Introduction to special issue on “history of marketing in Spain”, part I
—Maria Elena Aramendia-Muneta, Felipe Ruiz Moreno, María Pilar Martínez-Ruiz []

Can the vital cycle explain the circular consumer journey? A historical analysis of the relationship of Spanish Generation X with emblematic brands
—Ana Isabel Jiménez-Zarco, M Dolores Mendez-Aparicio, Alicia Izquierdo-Yusta []

Spain is different! An analysis of the promotion strategies in the tourism industry in Spain
—Juan José Blázquez-Resino, María Pilar Martínez-Ruiz, Ana Isabel Muro Rodríguez []

Twitter killed the media star: a historical evolution of marketing communication used by Spanish universities
—Macarena Orgilés-Amorós, Felipe Ruiz Moreno, Gabriel I. Penagos-Londoño, Maria Tabuenca-Cuevas []

Creation of mass sun-and-beach tourism in Spain: the definition of the tourist product through architecture
—Joan Carles Cirer Costa []

Mapping the evolution of tourism research: the Spanish case
—Jesús Martínez-Navarro, Fernando Campayo-Sánchez, Liudmila Ostrovskaya Fedorova []