Download or read book Estrategia de comunicaci n de marketing en tiempos de coronavirus written by and published by . This book was released on 2022 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Estrategias de marketing digital y de e commerce en tiempos de Covid 19 written by Augusto Ábrego Rodríguez and published by . This book was released on 2022 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book C MO HABLA TU MARCA EN PODCAST EL AUDIO EN LA ESTRATEGIA DE MARKETING DIGITAL DE TU EMPRESA written by Andoni Orrantia and published by ESIC. This book was released on 2022-02-28 with total page 238 pages. Available in PDF, EPUB and Kindle. Book excerpt: El audio vive su edad de oro impulsada por el podcast. Según el Digital News Report, España es uno de los países de Europa Occidental donde hay más escucha de este formato. Desde 2017 su consumo se ha incrementado un 240 %. El mercado crece, y con él la inversión publicitaria. Solo en Estados Unidos, PwC calcula que los ingresos alcanzarán los 2.000 millones de dólares en 2024. Vivimos tiempos de cambio, y un momento de transformación como el actual requiere también en las organizaciones de nuevas formas de mirar a la audiencia, de generar valor y engagement. Si las marcas quieren seguir siendo relevantes, su futuro pasará por la innovación tecnológica y la emocional. Y con el podcast incorporado a la estrategia de marketing digital, encuentran su propia voz superando el formato anuncio mediante un contenido segmentado y relevante y teniendo claro el mercado al que se dirigen. Marcas líderes como Nike, Sony Music, Gucci, Coca-Cola, Warner Bros., Master-Card, McDonald’s ya han descubierto que una inversión en podcast es una poderosa manera de mantener su ventaja competitiva, y en un contexto saturado de información también es una innovadora forma de comunicar que posibilita el salto del concepto cliente al de audiencia. En un momento en el que el mundo está escuchando, este ensayo te ayuda a entender la industria del podcasting como primer paso para definir el posicionamiento de tu marca con audio y te ofrece, apoyado en numerosos casos de éxito, todos los elementos necesarios para incorporarlos a tu estrategia y obtener grandes beneficios.
Download or read book Impacto del confinamiento por la Covid 19 en la publicidad An lisis y estudio emp rico written by Clara Martínez Martínez and published by . This book was released on 2020 with total page 75 pages. Available in PDF, EPUB and Kindle. Book excerpt: La crisis del coronavirus no solo ha modificado nuestros hábitos de vida, sino que ha provocado que muchos sectores tengan que adaptarse a una nueva realidad, como es el caso del sector publicitario, que ha tenido que crear nuevas estrategias y evolucionar para llegar al consumidor.Esta forma de comunicación por parte de las empresas siempre se ha adaptado a los hábitos de vida que han ido surgiendo a lo largo del tiempo. Sin embargo, la declaración del Estado de Alarma se produjo de manera repentina sin poder realizar ningún tipo de previsión.Este trabajo tiene como objetivo estudiar el impacto del confinamiento en las campañas publicitarias, analizando qué variaciones ha sufrido este sector en los medios televisivos y digitales desde el comienzo del año 2020 hasta el mes de agosto y estudiando si los consumidores han detectados cambios en la forma en que las marcas se comunican con ellos a través de esos medios. Palabras clave: Coronavirus, Publicidad, Televisión, Medios Digitales, Confinamiento.
Download or read book An lisis de la estrategia de comunicaci n durante la crisis del COVID 19 de supermercados Bravo a trav s de instagram written by Tatiana Beatriz Bisonó Martínez and published by . This book was released on 2020 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Impacto del coronavirus en el marketing digital y en los consumidores written by Andrea Rolán Centeno and published by . This book was released on 2020 with total page 70 pages. Available in PDF, EPUB and Kindle. Book excerpt: En la actualidad, nos encontramos ante una crisis tanto sanitaria como económica a causa de la pandemia mundial provocada por el COVID-19. Esta pandemia a nivel mundial ha provocado que en una gran cantidad de países se hayan producido largas cuarentenas, como es el caso de España en el que el periodo de cuarentena se prolongó durante algo más de tres meses. En estos periodos de tiempo en el que los consumidores han permanecido en sus casas, se han producido cambios significativos en sus hábitos y en sus comportamientos, entre los que cabe destacar los comportamientos de compra. En este contexto, el marketing cobrará una gran importancia para las empresas, ya que tienen que adaptarse y reinventarse para lograr salir de la crisis económica en la que estamos inmersos. Por ello, en este trabajo de fin de grado analizaremos como han cambiado esos comportamientos y cuales han sido las principales estrategias de marketing que están llevando a cabo las empresas. Para analizar el comportamiento de los consumidores tras la pandemia se ha realizado una encuesta online con el fin de analizar cuáles han sido los principales cambios. Palabras clave: coronavirus, pandemia, marketing, e-commerce, consumidor digital.
Download or read book Marketing de Crisis written by José Gómez-Zorrilla and published by . This book was released on 2020-05-16 with total page 140 pages. Available in PDF, EPUB and Kindle. Book excerpt: Te planteamos un viaje de preparación para salir reforzado de esta crisis, porque las empresas hoy más que nunca, deben liderar y construir nuevas oportunidades en nuevos escenarios. Hay que entender los problemas en su contexto para visualizar el camino de salida, analizar con visión de estratega, con metodologías y herramientas de negocio. Prepara tu empresa adecuadamente para salir de la crisis con la estrategia adecuada que te ayude a alcanzar las nuevas metas.Esta crisis es una de las mayores crisis que se recuerdan. Un guión de serie de ciencia ficción con final impredecible e incierto para las empresas. Las crisis generan estados de parálisis en la toma de decisiones, que abocan a empresas y empresarios a tomar medidas básicas de supervivencia, olvidando lo importante.Un escenario de nueva normalidad que debemos doblegar, minimizando errores, reconectando con los clientes e integrando estrategias 360 que garanticen el éxito y crecimiento de nuestras empresas en el medio y largo plazo.
Download or read book Leveraged Marketing Communications written by Taylor & Francis Group and published by Routledge. This book was released on 2021-05-31 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: This comprehensive book features recent works on Leveraged Marketing Communications (LMC)--an intentional pairing of a brand to benefit from the associations the target audience has with the object. LMC conceptually binds a wide range of marketing communication strategies previously studied in isolation: celebrity endorsements, sponsorship, product placements, cause-related marketing, and cobranding. LMC strategies assume that an entity (e.g., Michael Jordan) can be paired with a brand (e.g., Nike) to evoke associations that ultimately enhance brand awareness and evaluations. The collection of chapters in this book examines the association between brands and entities, ideas, and contexts and combines theory and practice to offer new perspectives to help academics, practitioners, and policymakers better understand and apply LMC research. The chapters collectively provide a theoretical framework for building brand equity via linking brands to people, places, and things; examine how marketers can best leverage brand alliances; explore ways to maximize the effectiveness of sponsorship, product placement, corporate social responsibility (CSR), and cause-related marketing; and summarize our knowledge of the various forms of LMC. The chapters in this book were originally published in the International Journal of Advertising.
Download or read book Introduction to Social Media Investigation written by Jennifer Golbeck and published by Syngress. This book was released on 2015-03-14 with total page 307 pages. Available in PDF, EPUB and Kindle. Book excerpt: If you're interested in using social media as an investigative tool, Introduction to Social Media Investigation will show you how! Social networks and social media, like Facebook, Twitter, and Foursquare, are some of the most popular services on the Web, with hundreds of millions of users. The public information that people share on these sites can be valuable for anyone interested in investigating people of interest through open, public sources. Social media as an investigative device is in its infancy and not well understood. This book presents an overview of social media and discusses special skills and techniques to use when conducting investigations. The book features hands-on tutorials and case studies and offers additional data-gathering techniques. - Presents an overview of social media sites, information types, privacy policies, and other general issues relevant to investigating individuals online - Discusses the special skills and techniques needed when conducting investigations using social media - Includes hands-on tutorials and case studies using Facebook, LinkedIn, Twitter, and other social media sites using proven investigative techniques - Shows how to gather additional data using advanced techniques such as crowdsourcing, data mining, and network analysis
Download or read book Government Communication written by Karen Sanders and published by A&C Black. This book was released on 2013-06-20 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: Government communication is a curiously neglected area of discursive analysis. No considered examination of the subject exists which provides either an account of the contemporary governmental landscape or an explanation of the common and divergent themes on both a domestic and international basis. This volume aims to fill that gap, providing a concise and illuminating case-study based review of government communication. It will be divided into three sections to reflect differences in both geography and political allegiances, scrutinizing continental Europe, Anglo-American traditions and newly emerging democracies. Offering a global and thematic account, it is an indispensable resource for all students of political communication.
Download or read book Trends and Applications in Information Systems and Technologies written by Álvaro Rocha and published by Springer. This book was released on 2021-03-29 with total page 623 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is composed of a selection of articles from The 2021 World Conference on Information Systems and Technologies (WorldCIST'21), held online between 30 and 31 of March and 1 and 2 of April 2021 at Hangra de Heroismo, Terceira Island, Azores, Portugal. WorldCIST is a global forum for researchers and practitioners to present and discuss recent results and innovations, current trends, professional experiences and challenges of modern information systems and technologies research, together with their technological development and applications. The main topics covered are: A) Information and Knowledge Management; B) Organizational Models and Information Systems; C) Software and Systems Modeling; D) Software Systems, Architectures, Applications and Tools; E) Multimedia Systems and Applications; F) Computer Networks, Mobility and Pervasive Systems; G) Intelligent and Decision Support Systems; H) Big Data Analytics and Applications; I) Human–Computer Interaction; J) Ethics, Computers & Security; K) Health Informatics; L) Information Technologies in Education; M) Information Technologies in Radiocommunications; N) Technologies for Biomedical Applications.
Download or read book Social Responsibilities of the Businessman written by Howard R. Bowen and published by University of Iowa Press. This book was released on 2013-12-01 with total page 267 pages. Available in PDF, EPUB and Kindle. Book excerpt: Corporate social responsibility (CSR) expresses a fundamental morality in the way a company behaves toward society. It follows ethical behavior toward stakeholders and recognizes the spirit of the legal and regulatory environment. The idea of CSR gained momentum in the late 1950s and 1960s with the expansion of large conglomerate corporations and became a popular subject in the 1980s with R. Edward Freeman's Strategic Management: A Stakeholder Approach and the many key works of Archie B. Carroll, Peter F. Drucker, and others. In the wake of the financial crisis of 2008–2010, CSR has again become a focus for evaluating corporate behavior. First published in 1953, Howard R. Bowen’s Social Responsibilities of the Businessman was the first comprehensive discussion of business ethics and social responsibility. It created a foundation by which business executives and academics could consider the subjects as part of strategic planning and managerial decision-making. Though written in another era, it is regularly and increasingly cited because of its relevance to the current ethical issues of business operations in the United States. Many experts believe it to be the seminal book on corporate social responsibility. This new edition of the book includes an introduction by Jean-Pascal Gond, Professor of Corporate Social Responsibility at Cass Business School, City University of London, and a foreword by Peter Geoffrey Bowen, Daniels College of Business, University of Denver, who is Howard R. Bowen's eldest son.
Download or read book Entrepreneurship in the Fourth Sector written by María Isabel Sánchez-Hernández and published by Springer Nature. This book was released on 2021-06-09 with total page 351 pages. Available in PDF, EPUB and Kindle. Book excerpt: “The fourth sector” is a relatively new sector that consists of for-benefit organizations that combine market-based approaches of the private sector with the social and environmental aims of the public and non-profit sectors. This book examines trends of entrepreneurship in the fourth sector, describes specific ecosystems fostering new ventures around the world, and characterizes the most common and innovative business models. It covers as well the main effects, among others, of technological change, innovation, and institutional behavior on the sector in the last years.
Download or read book Tourist Destination Management written by Nazmi Kozak and published by Springer. This book was released on 2019-04-27 with total page 323 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a wide-ranging overview of the current state of tourist destination management and presents important recent research in the field. Contemporary theoretical and methodological approaches to management and marketing are discussed, and innovative practices with respect to both urban and rural destinations are described with the aid of many interesting case studies from across Europe and beyond. In addition, the volume addresses key issues such as governance, cooperation, the use of social media, and sustainability. A variety of influences on tourism development are examined, and efficient strategies for making destinations distinct are explored. The book will be a welcome addition and update to the existing literature and will be of interest to academics and practitioners alike.
Download or read book Crisis Management in Tourism written by Eric Laws and published by CABI. This book was released on 2007 with total page 410 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using examples from the UK, Europe, America, Australia and Asia, this book provides an analysis of the latest thinking and practice in dealing with extreme and sudden reductions in demand for specific tourist destinations or products. It shows that managerial responses, including problem solving and market recovery steps, vary in effectiveness and that recovery may be slow after initial problems are overcome.
Download or read book Journalism and New Media written by John V. Pavlik and published by Columbia University Press. This book was released on 2001-06-27 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ubiquitous news, global information access, instantaneous reporting, interactivity, multimedia content, extreme customization: Journalism is undergoing the most fundamental transformation since the rise of the penny press in the nineteenth century. Here is a report from the front lines on the impact and implications for journalists and the public alike. John Pavlik, executive director of the Center for New Media at Columbia University's Graduate School of Journalism, argues that the new media can revitalize news gathering and reengage an increasingly distrustful and alienated citizenry. The book is a valuable reference on everything from organizing a new age newsroom to job hunting in the new media.
Download or read book International Sport Marketing written by Michel Desbordes and published by Routledge. This book was released on 2019-04-05 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: How is sport marketing being transformed by new media and technology, by globalization and by the opening of new markets and sources of revenue? This book examines the most important trends and developments in contemporary sport marketing around the world, shining new light on the importance of marketing and markets as the drivers of international sport business. The book introduces essential concepts and best practice in international sport marketing today and presents original case studies from around the world, looking at leagues, commercial sponsors, consumer behavior, and the role of athletes and their representatives. It covers important topics from "place branding" and experiential marketing to equipment manufacture and sports arenas, as well as the economic impact and regulation of sports events, the "financiarization" and "vipization" of sport, and marketing in the sport for the development and peace sector. International Sport Marketing is essential reading for all students, scholars and practitioners working in sport marketing, especially those concerned with the globalization of the sports industry.
