Download or read book Marketing written by Gary Armstrong and published by Pearson Educación. This book was released on 2003 with total page 686 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written for courses in Principles of Marketing at four-year and two-year colleges, this shorter overview aims to help students master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars - (1) theory and concepts; (2) practices and applications; and (3) pedagogy - cultivating an efficient, effective teaching and learning environment. This sixth edition provides revised content throughout, and reflects the major trends and forces that are impacting marketing in this new, connected millennium. It includes new thinking and expanded coverage on a wide variety of topics, for example: relationship marketing; connecting technologies; the company value chain; value-delivery networks; and global marketing.
Download or read book Aproximaci n a los procesos de la comunicaci n written by Esther Martínez Pastor and published by . This book was released on 2022 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Marketing digital written by and published by Editorial Vértice. This book was released on 2010-10-13 with total page 131 pages. Available in PDF, EPUB and Kindle. Book excerpt: Este libro pretende mostrar las diversas posibilidades que el marketing digital ofrece a las organizaciones empresariales. A través de los distintos capítulos, se presentan los diferentes elementos, herramientas estratégicas e instrumentos usados en esta disciplina, así como los mejores modos y situaciones para su utilización. ÍNDICE 1. Introducción al marketing digital. 2. Elementos del marketing digital. 3. Herramientas estratégicas del marketing digital. 4. La personalización y el marketing digital. 5. Campañas de comunicación online. 6. La publicidad online y su eficacia.
Download or read book Acciones de comunicaci n marketing y publicidad para pymes written by Paloma del Henar Sánchez Cobarro and published by . This book was released on 2022 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Publicidad contagiosa written by Silvia Sivera and published by Editorial UOC. This book was released on 2016-06-30 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: El marketing viral se inoculó en el panorama profesional publicitario como una vacuna eficazy económica contra la supuesta inmunidad de las audiencias a los mensajes comerciales. Conseguir que fueran los consumidores quienes transmitieran los anuncios espontáneamente entre sus redes sociales se consideró la panacea en un mercado comunicativo sobresaturado. Sin embargo, la publicidad boca a oreja, basada en recomendaciones, ya conseguía el mismo objetivo desde tiempos ancestrales. Fueron las tecnologías de la información y de la comunicación (TIC) las que posibilitaron el salto exponencial hacia la publicidad viral y, en consecuencia, un cambio de magnitudes sin precedentes: los contenidos comerciales pasaban a ser compartibles a escala planetaria, a la velocidad de un clic.Este libro se centra en detectar las claves creativas comunes que detonaron el contagio de 651 vídeos publicitarios entre los usuarios de las redes sociales digitales.A partir de un constructo analítico formado por drivers creativos, cepas virales y la variable ambigüedad, se propone la fórmula V = cc (d+c) + a, como base inspiradora para crear publicidad altamente contagiosa.
Download or read book Publicidad 360 written by Alejandro Álvarez Nobell and published by Ediciones Universidad San Jorge. This book was released on 2014-03-14 with total page 351 pages. Available in PDF, EPUB and Kindle. Book excerpt: Esta publicación es fruto de la reflexión de, fundamentalmente, docentes del ámbito de la comunicación y de la publicidad basada en la necesidad de aunar fuerzas para ofrecer una obra de conjunto que intenta ver la publicidad como un hecho global y no solo aislado de la comunicación comercial. La presente obra profundiza en el valor de la publicidad y su importancia contemporánea, desde una perspectiva holística y con el objetivo de querer ser una publicación didáctica y de reflexión.
Download or read book El marketing de los partidos pol ticos written by José Javier Orosa González and published by Erasmus Ediciones. This book was released on 2012-04-30 with total page 111 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Marketing financiero written by Jaime Rivera Camino and published by ESIC. This book was released on 2015-06-08 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: Este libro ha sido concebido con la vocación de servir como material didáctico. Para ello, se analiza de manera pedagógica, el complejo entorno en que se desenvuelven las entidades financieras, y las herramientas que les puede aportar el marketing para sobrevivir en un mercado maduro y sujeto a innumerables retos. Los autores exponen de manera sencilla y comprensible tanto las estrategias como las tácticas de marketing que requieren las empresas del sector financiero para ser competitivas. El lector encontrará en estas páginas ejemplos e ilustraciones de bancos de países de distintos continentes, y podrá conocer la evolución que ha experimentado el marketing en las entidades financieras, pasando de un enfoque de relaciones públicas, a la promoción de ventas y al uso de la publicidad. En esta evolución, al igual que ha sucedido en otros sectores, la crisis financiera mundial ha provocado que los bancos hayan tomado conciencia de la utilidad del marketing para colocar al cliente en el centro de su modelo de negocio. Como consecuencia, este libro nace con el ánimo de llenar el vacío relativo al conocimiento del uso efectivo del marketing en este sector. Y por ello, en esta obra se expone el proceso estratégico y operativo que deben utilizar las instituciones financieras para satisfacer las necesidades de sus segmentos objetivos. En su interior se desarrollan también, de manera armónica, los conceptos prácticos y empíricos que pueden ser usados tanto por estudiantes de grado y de postgrado, como por profesionales interesados en conocer de qué forma utilizar el marketing de adquisición y de retención en el sector financiero. Este conocimiento es esencial para instituciones que enfrentan condiciones de mercado de creciente complejidad y competitividad. En donde la aparición de nuevos actores (principalmente empresas tecnológicas), ha comenzado a amenazar líneas de negocio hasta ahora exclusivas de los bancos tradicionales.
Download or read book Big Data Marketing Strategies for Superior Customer Experience written by Saura, Jose Ramon and published by IGI Global. This book was released on 2023-04-17 with total page 364 pages. Available in PDF, EPUB and Kindle. Book excerpt: The rapid growth of technological developments on the internet has led many companies to adapt their businesses to the digital ecosystem and implement new methods and techniques to improve the users’ experiences and their analytical strategies. Moreover, in the past few years, the digital ecosystem has been chosen as the main channel used by consumers for the purchase of goods and services. As a result, digital marketing and online advertising have become the main strategies used by companies in their marketing actions. Advertising can be designed and shown considering users’ interests based on what they visit or where they go. That implies that the user experience is improved as long as they receive personalized adverts focused on what they were curious or concerned about. Thus, techniques such as artificial intelligence (AI), data mining, or business intelligence have allowed companies to act accordingly in real-time without user perception. Big Data Marketing Strategies for Superior Customer Experience compiles and studies the major practices and case studies of big data marketing in recent years. In this digital era, this book can be used as a sourcebook on study cases focused on digital marketing strategies as well as the identification of new technologies that will help the development of initiatives and practices focused on marketing and data sciences. Covering topics such as customer satisfaction, collective intelligence, and sentiment analysis, this premier reference source is an essential resource for students and educators of higher education, marketers, innovators, business leaders and managers, entrepreneurs, librarians, researchers, and academicians.
Download or read book Marketing directo con sentido com n written by Drayton Bird and published by Ediciones Díaz de Santos. This book was released on 1991 with total page 408 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Trends and Innovations in Marketing Information Systems written by Tsiakis, Theodosios and published by IGI Global. This book was released on 2015-10-21 with total page 475 pages. Available in PDF, EPUB and Kindle. Book excerpt: Information technology has helped to facilitate the development of various marketing techniques, thus enabling a more efficient distribution of the data that are essential to business success. These advances have equipped managers with superior tools to interpret available consumer and product data and use this information as part of their strategic planning. Trends and Innovations in Marketing Information Systems features the latest prevailing technological functions and procedures necessary to promote new developments in promotional tools and methods. Bringing together extensive discussions on the role of digital tools in customer relationship management, social media, and market performance, this book is an essential reference source for business professionals, managers, and researchers interested in the use of current technology to improve marketing practice.
Download or read book Handbook of Research on Digital Marketing Innovations in Social Entrepreneurship and Solidarity Economics written by Saiz-Alvarez, Jose Manuel and published by IGI Global. This book was released on 2019-04-26 with total page 438 pages. Available in PDF, EPUB and Kindle. Book excerpt: Technological advances in the realm of business have attributed to the global interest of using digital innovations to increase consumer traffic. Utilizing these new techniques can increase the profitability of business industries and consumer analytic information for future reference. The Handbook of Research on Digital Marketing Innovations in Social Entrepreneurship and Solidarity Economics is a collection of research on social entrepreneurship as a critical element of economic growth with a look at the evolutionary aspects of digital technologies on the industry. While highlighting topics including social media, microfinance, and consumer behavior, this book is ideally designed for marketers, managers, professionals, academics, and graduate-level students concerned about the fields of economics, sociology, education, politics, and digital technology innovation.
Download or read book Pr cticas de marketing y estudios en los mercados de consumo written by and published by Comunicacion Científica. This book was released on 2024-06-26 with total page 167 pages. Available in PDF, EPUB and Kindle. Book excerpt: El marketing está presente en la cotidianeidad del ser humano, inmerso en la vida habitual del individuo al navegar en redes sociales, en las calles, mientras se traslada a su centro de trabajo, en los alimentos que consume y en los lugares que visita. En este sentido, las organizaciones advierten los cambios que presenta el entorno para dar una respuesta mediante la generación de satisfactores acordes a las necesidades y deseos que demandan los mercados de consumo. De esta forma las prácticas contemporáneas de marketing, los mercados de consumo y las propuestas de valor contribuyen al desarrollo de la economía de las empresas, por esto se vuelve relevante analizarlas desde distintas perspectivas. Las prácticas del marketing expuestas en esta obra abordan temáticas diversas que van desde el análisis del marketing de nostalgia, en postres tradicionales en el ámbito local, hasta la identificación de factores en el comercio transfronterizo de alimentos de la región, pasando por estudios de localización de restaurantes, la caracterización de influencers gastronómicos en Sonora y el uso del merchandising en productos con sellos de advertencia. En la presente publicación se abordan diferentes escenarios del consumidor desde la óptica del marketing, en los cuales se observan diversas estrategias que en el transcurrir del tiempo han evolucionado y se han fusionado con enfoques éticos y de sustentabilidad. DOI: https://doi.org/10.52501/cc.168
Download or read book Business written by Ricky W. Griffin and published by Pearson Educación. This book was released on 2004 with total page 722 pages. Available in PDF, EPUB and Kindle. Book excerpt: For Introduction to Business courses. This best-selling text by Ricky Griffin and Ronald Ebert provides students with a comprehensive overview of all the important functions of business. Each edition has introduced cutting-edge firsts while ensuring the underlying principles that guided its creation, Doing the Basics Best, were retained. The seventh edition focuses on three simple rules- Learn, Evaluate, Apply. - NEW- Chapter 2: Understanding the Environments of Business - This new chapter puts business operations in contemporary context, explaining the idea of organizational boundaries and describing the ways in which elements from multiple environments cross those boundaries and shape organizational activities. This chapter sets the stage as an introduction to some of the most important topics covered in the rest of the book, for example: - The Economics Environment includes the role of aggregate output, standard of living, real growth rate; GDP per capita; real GDP; purchasing power parity; and the Consumer Price Index. - The Technology Environment includes special attention to new tools for competitiveness in both goods and services and business process technologies, plus e
Download or read book Management Marketing and Promotion of Library Services Based on Statistics Analyses and Evaluation written by Trine Kolderup Flaten and published by Walter de Gruyter. This book was released on 2008-11-03 with total page 464 pages. Available in PDF, EPUB and Kindle. Book excerpt: Rapid developments in information technology and media have resulted in increasingly diverse strategies for information retrieval by readers and users. The duty to cope with this phenomenon and to master the situation forms one of the biggest challenges facing libraries. In order to strengthen the awareness of the potential of tools for management and strategic planning, a two-day meeting was held under the auspices of IFLA's Management & Marketing Section in Bergen, Norway in August 2005. Managers of different types of libraries, researchers and educators from five continents shared their experiences with research methods, data collection, evaluation, performance measurement, best practice strategies and policies. This book contains their presentations in the form of full length articles.
Download or read book Cambio social y Relaciones P blicas written by Kathy Matilla and published by Editorial UOC. This book was released on 2015-07-31 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Yankee Don t Go Home written by Julio Moreno and published by UNC Press Books. This book was released on 2004-07-21 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the aftermath of the 1910 Mexican Revolution, Mexican and U.S. political leaders, business executives, and ordinary citizens shaped modern Mexico by making industrial capitalism the key to upward mobility into the middle class, material prosperity, and a new form of democracy--consumer democracy. Julio Moreno describes how Mexico's industrial capitalism between 1920 and 1950 shaped the country's national identity, contributed to Mexico's emergence as a modern nation-state, and transformed U.S.-Mexican relations. According to Moreno, government programs and incentives were central to legitimizing the postrevolutionary government as well as encouraging commercial growth. Moreover, Mexican nationalism and revolutionary rhetoric gave Mexicans the leverage to set the terms for U.S. businesses and diplomats anxious to court Mexico in the midst of the dual crises of the Great Depression and World War II. Diplomats like Nelson Rockefeller and corporations like Sears Roebuck achieved success by embracing Mexican culture in their marketing and diplomatic pitches, while those who disregarded Mexican traditions were slow to earn profits. Moreno also reveals how the rapid growth of industrial capitalism, urban economic displacement, and unease caused by World War II and its aftermath unleashed feelings of spiritual and moral decay among Mexicans that led to an antimodernist backlash by the end of the 1940s.
