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González-Hernández, Eva María

Overview

Eva María González has a Ph.D. from University of Seville, Spain; and a PostDoc in Marketing, from Tulane University, USA. She is a full professor of undergaduate marketing program at Business School, and postgraduate programs (MBA and Business Doctoral Program) at EGADE both at the Tecnológico de Monterrey. Her current teaching areas are marketing research, marketing strategy, shopper behavior, and marketing communication. Eva María González is the director of Retail research group of Business School at the Tecnologico de Monterrey, and her current research interests are focused on Retail Digital Transformation, shopper marketing (Journey, CX), Study of the content, relationships and impacts of channels and new media in value creation, and green consumer Dr. González's research has been published in different international Journals such, Journal of Business Research, Journal of Marketing Theory and Practice, Journal of Retailing and Consumer Service, Journal of Consumer Marketing, among others. She has presented her studies at academic conferences in North America, Latin America and Europe.
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