Download or read book Fundamentos de Branding written by Javier Casanoves Boix and published by Profit Editorial. This book was released on 2017-10-02 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fundamentos de Branding analiza la esencia de la marca y la importancia de generar valor para el consumidor. A partir de ahí, analiza la construcción de la estrategia de marca y las tendencias más novedosas en la era digital. Un libro que es fruto de la experiencia empresarial, docente e investigadora del autor.
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 Fundamentos de Marketing written by William J. Stanton and published by . This book was released on 1972 with total page 756 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Fundamentos del branding written by Melissa Davis and published by . This book was released on 2010-04-01 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: El subtítulo resume bien el contenido: El libro esencial en el conocimiento de la metodología del proceso de desarrollo de las marcas.En efecto, además de explicar la importancia que ha ido adquiriendo el concepto de marca (Brand), el libro, a través de numerosos ejemplos, muestra los diferentes conceptos que hay que conocer a la hora de diseñar un marca.
Download or read book Fundamentals of Branding written by Javier Casanoves Boix and published by Profit Editorial. This book was released on 2020-03-09 with total page 307 pages. Available in PDF, EPUB and Kindle. Book excerpt: The main objective of this book is to help you understand the idiosyncrasies of the brand and its strategic management in the company. With this end in mind, it has been divided into two blocks, as detailed below. Chapters 1 to 5 form the first block, which offers a framework based on the conceptualization, types and need to promote the brand. From there, brand equity and brand capital are studied in terms of concepts, characteristics and perspectives of analysis. Once stipulated, the main models of brand equity and brand capital proposed in the literature are detailed, deciphering the elements most commonly accepted in subsequent research and in the business field. Finally, these key elements are described, analyzing their characteristics, measurement indicators and strategic implications for the company. Chapters 6 and 7 form the second block, which provides a clear view of the concept and importance of the discipline of branding, as well as the need to understand how the human brain and heart work together with the soul of brands. From there, the importance of creating a brand culture in the organization is explained, emphasizing the commitment to the firm as a flag and developing an appropriate organizational structure to carry out the process of managing brands. Next, the importance of strategic management is examined, defining a proposal for a branding plan. Finally, we analyse the new trends developed in terms of brand, highlighting the importance of digital integration, the empowerment of human capital and the creation of virtual communities associated with it.
Download or read book Fundamentos de Marketing written by Clotilde H. Garnica and published by . This book was released on 2011 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
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 Connecting With Consumers Through Effective Personalization and Programmatic Advertising written by Remondes, Jorge and published by IGI Global. This book was released on 2024-01-10 with total page 323 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the rapidly evolving digital landscape, the ability to connect with consumers through personalized and programmatic advertising has become a vital skill for global companies. As the market undergoes a paradigm shift towards consumer-centric approaches, the need for comprehensive knowledge in this domain is escalating every day. Connecting With Consumers Through Effective Personalization and Programmatic Advertising addresses a timely and pivotal theme that is crucial for companies and the academic community. By bridging the gap between theory and practice, this book equips readers with the tools and strategies necessary to make informed decisions and navigate the dynamic landscape of digital marketing. The book's invaluable content serves as a reliable resource for decision-makers in companies seeking to optimize their digital marketing strategies. It also delves into the depths of knowledge, skills, and processes behind effective personalization and programmatic advertising, offering valuable insights for researchers, teachers, students, and professionals alike.
Download or read book RESPONSIBLE MARKETING FOR SUSTAINABLE BUSINESS written by Dr Ramesh Kumar Miryala and published by Zenon Academic Publishing. This book was released on 2016-03-31 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: Globalization has proliferated business with numerous challenges and opportunities, and simultaneously at other end the growth in economy, population, income and standard of living has redefined the scope of business and thus the business houses approaches. A highly competitive environment, knowledgeable consumers and quicker pace of technology are keeping business enterprises to be on their toes. Today marketing and its concepts have become key for survival of any business entity. The unique cultural characteristics, tradition and dynamics of consumer, demand an innovative marketing strategy to achieve success. Effective Marketing has become an increasingly vital ingredient for business success and it profoundly affects our day-to-day life. Today, the role of a business houses has changed from merely selling products and services to transforming lives and nurturing lifestyles. The Indian business is changing and so do the marketing strategies. These changing scenarios in the context of globalization will bestow ample issues, prospects and challenges which need to be explored. The practitioners, academicians and researchers need to meticulously review these aspects and acquaint them with knowledge to sustain in such scenarios. Thus, these changing scenarios emphasize the need of a broad-based research in the field of marketing also reflecting in marketing education. This book is an attempt in that direction. We sincerely hope that this book will provide insights into the subject to faculty members, researchers and students from the management institutes, consultants, practicing managers from industry and government officers.
Download or read book Marketing and Smart Technologies written by Álvaro Rocha and published by Springer Nature. This book was released on 2019-11-28 with total page 484 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2019), held at Maieutica Academic Campus (University Institute of Maia & Polytechnic Institute of Maia) in Maia, Portugal, from 27 to 29 November 2019. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.
Download or read book Studies in Contrastive Linguistics written by Cristina Mourón Figueroa and published by Univ Santiago de Compostela. This book was released on 2006 with total page 1112 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Advances in Human Factors Business Management and Leadership written by Jussi Ilari Kantola and published by Springer Nature. This book was released on 2020-06-30 with total page 654 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book analyzes new theories and practical approaches for promoting excellence in human resource management and leadership. It shows how the principles of creating shared value can be applied to ensure faster learning, training, business development and social renewal. In particular, it presents novel methods and tools for tackling the complexity of management and learning in both business organizations and society. Discussing ontologies, intelligent management systems, and methods for creating knowledge and value added, it offers novel insights into time management and operations optimization, as well as advanced methods for evaluating customers’ satisfaction and conscious experience. Based on two AHFE 2020 Virtual Conferences: the AHFE 2020 Conference on Human Factors, Business Management and Society and the AHFE 2020 Conference on Human Factors in Management and Leadership, held on July 16–20, 2020, the book provides researchers and professionals with extensive information, practical tools and inspiring ideas for achieving excellence in a broad spectrum of business and societal activities.
Download or read book Principles of marketing written by Cristina Calvo Porral, John L. Stanton and published by ESIC. This book was released on 2018-01-19 with total page 473 pages. Available in PDF, EPUB and Kindle. Book excerpt: Mrketing reversed prior business logic 50 years ago and said «the customer is king», and the companies began to recognize that it was not just the product that was the most important aspect of their business. Companies recognized that consumers had a myriad of choices of product offerings and marketing was responsible to ensure that the company?s products had the benefits and attributes that customers wanted and were willing to pay for. Today, considering the technology development, which influences every function of the company, the focus of the successful marketing oriented companies has changed from «the customer is king» to «the customer is a dictator!!!». However, and despite the new trends in marketing, like any social science, marketing has basic principles, and these principles need to be considered when making any type of marketing decisions. So, the major step of a student of marketing, whether it is a young university student or an experienced business executive, is to understand the principles of marketing, and reading the present book will be the first step in accomplishing this task. This book describes these basic principles of marketing, and while the authors recognize that each decision may be slightly different from any previous decision, the rules or principles remain the same. The present book presents these basic marketing principles and tries to capture the essence of practical and modern marketing today. Therefore, the purpose of Principles of Marketing is to introduce readers to the fascinating world of marketing today, in an easy, enjoyable and practical way, offering an attractive text from which to learn about and teach marketing.
Download or read book Entrepreneurship for Rural Start ups written by Gloria Jiménez-Marín and published by Taylor & Francis. This book was released on 2021-03-09 with total page 112 pages. Available in PDF, EPUB and Kindle. Book excerpt: Entrepreneurs who start out with no network, no money, no market and scarce resources find a big contrast between what they read in books and the success stories from the Valley and their reality, specially first-timers. Most entrepreneurial books focus on the Business Canvas Model, simplifying the process of building a start-up. Many entrepreneurs who have no previous business experience embrace quick and lean methods without the foundations needed to build solid value proposals. This book stands out because it deals with entrepreneurship in environments far removed from large cities with fewer infrastructures, connections and resources but which also need companies that provide services to citizens and society. This book focuses on the basics, treating each part of the business canvas as a discipline itself that must be mastered. The book illustrates key lessons learned and offers guidance on essential topics for new venture success in mainstream markets. It expands critical lessons learned and points of guidance across several key topics for new venture creation. Noteworthy is the role of context, financial understanding, building business development skills and start-up communications. Entrepreneurship for Rural Start-ups will be of interest to students, academics and researchers in the field of entrepreneurship, and will be of use to individuals looking to start a local business to take advantage of the rural environment and the possibilities it offers.
Download or read book Advertising and Branding Concepts Methodologies Tools and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2017-01-06 with total page 1838 pages. Available in PDF, EPUB and Kindle. Book excerpt: Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
Download or read book Case Studies on Social Marketing written by M. Mercedes Galan-Ladero and published by Springer. This book was released on 2019-02-20 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social marketing has become an indispensable tool for all types of organizations worldwide. This book presents high-quality cases on the development, implementation, and analysis of different social marketing campaigns that have been created by non-governmental organizations, public administrations, and even businesses. The respective cases reflect the fact that, although social marketing was initially employed by public administrations and NGOs, the number of campaigns developed by all type of organizations, including businesses, is on the rise; in fact, Corporate Social Marketing is now considered to be one of the main CSR initiatives at businesses around the globe. Pursuing an international approach, the cases in the book explore social marketing practices from a diverse set of countries and cultures around the world.
Download or read book Reverse Design written by Ana Cristina Broega and published by CRC Press. This book was released on 2018-09-25 with total page 700 pages. Available in PDF, EPUB and Kindle. Book excerpt: The collaboration between the Textile Department of the University of Minho and the Brazilian Association of Studies and Research (ABEPEM) has led to an international platform for the exchange of research in the field of Fashion and Design: CIMODE. This platform is designed as a biennial congress that takes place in different European and Latin American countries with the co-organization of another university in each location. The current edition was jointly organized by the University of Minho and the Centro Superior de Diseño de Moda (CSDMM) - Universidad Politécnica de Madrid. CIMODE's mission is to explore fashion and design from a social, cultural, psychological and communication perspective, and to bring together different approaches and perceptions of practice, education and the culture of design and fashion. Through an interdisciplinary dialogue and intercultural perspective, CIMODE wants to generate and present new scenarios about the present and future of fashion and design. ‘DISEÑO AL REVÉS’ (‘BACKWARD DESIGN’) was the central theme of the 4th CIMODE (Madrid, Spain, 21-23 May 2018), which produced a highly topical and relevant number of academic publications presented in this book.
