Download or read book Branding el arte de marcar corazones written by Ricardo Hoyos and published by Ecoe Ediciones. This book was released on 2016-01-01 with total page 188 pages. Available in PDF, EPUB and Kindle. Book excerpt: La marca (brand, en inglés) de un bien o servicio es un activo clave de la empresa para generar ganancias y generar impacto en el mercado. A través de su presencia en la publicidad esta tiene la capacidad de generar en los consumidores estímulos racionales, sensoriales y emocionales para permanecer por largo tiempo en su lista de preferencias de consumo. La construcción, planeación y gerencia de este activo en beneficio de los objetivos de la empresa se conoce como Branding. Este libro llena un vacío en la literatura sobe marketing y publicidad pues reúne los principales aportes conceptuales sobre la marca y su uso en el mundo empresarial. Branding: el arte de marcar corazones hace un recorrido teórico y práctico por las generalidades de esta rama del marketing (tipos de marca, componentes, asignación de nombres, protección legal y la marca como activo) y por las estrategias de gerencia de marca a partir de ejemplos de marcas colombianas y extranjeras exitosas. Estudiantes de pregrado y posgrado de Marketing, Publicidad, Diseño gráfico, Diseño industrial y Administración de Empresas encontrarán aquí una completa fuente de recursos sobre marcas y publicidad. El libro incluye contenido especial en forma de realidad aumentada que los lectores pueden disfrutar por medio de un dispositivo electrónico. Incluye: - Modelos de construcción de marcas poderosas (Keller, Aaker, Young & Rubicam, Milward Brown). - Protección legal de marcas y registro marcario. - El gerente de marca y el manual de identidad como elementos clave del departamento de marketing. Contenidos en el Sistema de Información en Línea (SIL): Al final del libro está ubicado el código para que pueda acceder al Sistema de Información en Línea – SIL, donde encontrar todos los videos utilizados a los largo del libro que le ayudarán a profundizar en los temas mencionados, junto con un ejemplo de un manual de identidad corporativa.

Download or read book Branding 2da edici n written by Ricardo Hoyos Ballesteros and published by Ecoe Ediciones. This book was released on 2023-12-06 with total page 245 pages. Available in PDF, EPUB and Kindle. Book excerpt: ¿Alguna vez se ha preguntado qué hace que ciertas marcas sean tan atractivas? Branding: el arte de marcar corazones es una guía esencial para descifrar este misterio. Desde los fundamentos del branding hasta las estrategias avanzadas de gestión de marcas, esta obra entrega herramientas relevantes para que el responsable de una marca pueda gerenciarla de una manera holística a partir de cada uno de los temas presentados en él. El libro está estructurado en cuatro partes que le ofrecen al lector una perspectiva integral abordando temas como la definición de marca, su importancia y sus dimensiones, su direccionamiento estratégico, diseño, los procesos de registro, oposición, renovación y protección legal de las marcas y su gerencia. En esta nueva edición, se presenta dos capítulos nuevos: uno sobre la semiótica de la marca, en donde se profundiza sobre el significado de las fuentes tipográficas, las formas y los colores utilizados en el diseño de los identificadores de las marcas, y otro sobre el direccionamiento estratégico, en donde se incluyen temas relacionados con el posicionamiento, la identidad de marca y los territorios de marca. Dirigido a estudiantes de pregrado, especialización y maestría de programas relacionados con el marketing como Publicidad, Negocios Internacionales y Administración de Empresas. Los empresarios y emprendedores también encontrarán material relevante para aplicar en sus proyectos empresariales. Incluye: - Perspectiva integral sobre las marcas: estratégica, de marketing, del diseño gráfico, financiera y legal, entre otras. - Ejemplos de marcas nacionales e internacionales. - Casuística a lo largo del texto, lo que ayuda a asimilar los conceptos y aplicarlos de una manera más fácil a casos particulares. - Figuras que permiten una lectura más amable y útil para el lector. Contenidos en el Sistema de Información en Línea (SIL) Al final del libro encontrará el código para ingresar información en Línea – SIL – donde podrá acceder a material de apoyo para ampliar algunos de los temas tratados en el libro.

Download or read book Branding written by Ricardo Hoyos Ballesteros and published by . This book was released on 2016 with total page 149 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Operations Research and Analytics in Latin America written by Jairo R. Montoya-Torres and published by Springer Nature. This book was released on 2023-10-04 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book gathers a selection of peer-reviewed research papers presented at the joint IV ASOCIO/XIX IISE Region 16 Conference held in Chia and Bogota, Colombia. The conference was organized by the Universidad de La Sabana’s Research Group on Logistics Systems, in partnership with Chapters #782 (Universidad de La Sabana), #712 (Universidad Sergio Arboleda) and #988 (Universidad de Los Andes) of the Institute of Industrial and Systems Engineers (IISE). The main emphasis of the book is on modelling and solving business-related problems in operations research, and on applying descriptive, predictive and prescriptive analytics and the management sciences to actual decision-making in organizations. Both theoretical developments and algorithm implementation are presented. A special focus is given to business problems arising in emerging economies, particularly in Latin America and the Caribbean. This book is addressed to academics, practitioners, postgraduate students and researchers in operations research, analytics and industrial engineering, as well as to undergraduate students for educational purposes. In particular, the book will appeal to the academic and research community in Latin America and the Caribbean, as it presents projects developed and implemented there. Higher education engineering programs will benefit from the findings and insights shared in the fields of industrial engineering, operations research and analytics, applied mathematics, and computer science and engineering.

Download or read book Marketing y Branding written by Eugênio Bispo Melo and published by . This book was released on 2022-02-08 with total page 153 pages. Available in PDF, EPUB and Kindle. Book excerpt: En su edición global, el libro reúne los principales conceptos de marketing, junto con los aspectos más importantes e innovadores de la gestión de marca en Brasil y en el mundo. Se saca a la luz la importancia del servicio en cadenas de tiendas, franquicias, concesionarios, supermercados, delivery, así como el crecimiento astronómico de la plataforma digital en el mercado global. Muestra cómo la imagen y el posicionamiento de la marca se ha mostrado flexible ante los cambios en la economía y en el comportamiento de compra del consumidor, así como el prólogo del padre del posicionamiento de marca, Al Ries. Un libro sorprendente y único en el mercado editorial que reúne métodos, conceptos y prácticas y, por tanto, puede ser considerado un parámetro en los círculos académicos y gubernamentales. Escrito por el especialista en marketing y branding, este libro refleja la urgente necesidad de aplicar nuevos conceptos y recursos relacionados con la gestión de marca en el mercado empresarial y gubernamental. ¡El primer libro de gestión de marca del mundo en español!

Download or read book Beyond Babel written by Larissa Brewer-García and published by Cambridge University Press. This book was released on 2020-08-06 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: Examines how black intermediaries in colonial Spanish America influenced written portrayals of virtuous and beautiful blackness.

Download or read book The Spanish American Reader written by Ernesto Nelson and published by . This book was released on 1916 with total page 392 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Lost America The Abandoned Roadside West written by Troy Paiva and published by . This book was released on with total page 140 pages. Available in PDF, EPUB and Kindle. Book excerpt: A stunningly photographed examination of the roadside icons that dot America's landscape. Lost America celebrates the boom-to-bust towns, aircraft bone yards, and filling stations of days past that were sacrificed at the altars of speed and technology and relegated to windswept desert plains and abandoned fields. The eye-catching and memorable photography is complemented with a succinct text history that details the rise and fall of each subject. The result is an impressive tour of an America still standing, yet largely forgotten.

Download or read book The Song of Achilles written by Madeline Miller and published by A&C Black. This book was released on 2012-04-12 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: WINNER OF THE ORANGE PRIZE FOR FICTION 2012 Greece in the age of heroes. Patroclus, an awkward young prince, has been exiled to the court of King Peleus and his perfect son Achilles. Despite their differences, Achilles befriends the shamed prince, and as they grow into young men skilled in the arts of war and medicine, their bond blossoms into something deeper - despite the displeasure of Achilles's mother Thetis, a cruel sea goddess. But when word comes that Helen of Sparta has been kidnapped, Achilles must go to war in distant Troy and fulfill his destiny. Torn between love and fear for his friend, Patroclus goes with him, little knowing that the years that follow will test everything they hold dear.

Download or read book Ma ana written by Dr. Justo L. Gonzalez and published by Abingdon Press. This book was released on 2010-10-01 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: An in-depth look at Christian theology through Hispanic eyes. It weaves the doctrinal formulations of the early church on creation, the Trinity, and Christology into contemporary theological reflection on the Hispanic struggle for liberation. This volume offers a major theological statement from a respected theologian and author. Richly insightful and unique, Manana is one of the few major theological works from a Protestant representative of the Hispanic tradition. Justo L. Gonzalez offers theological reflections based upon unique insights born of his minority status as a Hispanic American.

Download or read book The Midnight Library written by Matt Haig and published by Wheeler Publishing, Incorporated. This book was released on 2021-01-27 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: "Good morning America book club"--Jacket.

Download or read book Las Romanticas written by Susan Kirkpatrick and published by Univ of California Press. This book was released on 2023-11-10 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: A pioneering critical work that establishes the existence and elaborates the history of a female literary tradition in Spain early in the nineteenth century, this book will greatly interest specialists in Spanish literature. It also addresses those concerned with Romanticism in general, with feminist criticism, and with the cultural history of women. Who were las románticas? The first generation of Spanish women to conceive of themselves as "writing women," they made their appearance in the press around 1841. It was the apogee of Spain's Romantic movement and of a first wave of liberal reforms, and these women gave voice to their experience as women within the terms of liberal Romantic ideology. Susan Kirkpatrick examines the textual representations that link liberal ideology, Romantic configurations of subjectivity, and women's writing, in an exciting revelation of early nineteenth-century gender consciousness. This title is part of UC Press's Voices Revived program, which commemorates University of California Press’s mission to seek out and cultivate the brightest minds and give them voice, reach, and impact. Drawing on a backlist dating to 1893, Voices Revived makes high-quality, peer-reviewed scholarship accessible once again using print-on-demand technology. This title was originally published in 1989.

Download or read book Bean to Bar Chocolate written by Megan Giller and published by Storey Publishing, LLC. This book was released on 2017-09-19 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: Author Megan Giller invites fellow chocoholics on a fascinating journey through America’s craft chocolate revolution. Learn what to look for in a craft chocolate bar and how to successfully pair chocolate with coffee, beer, spirits, cheese, or bread. This comprehensive celebration of chocolate busts some popular myths (like “white chocolate isn’t chocolate”) and introduces you to more than a dozen of the hottest artisanal chocolate makers in the US today. You’ll get a taste for the chocolate-making process and understand how chocolate’s flavor depends on where the cacao was grown — then discover how to turn your artisanal bars into unexpected treats with 22 recipes from master chefs.

Download or read book Contradictory Subjects written by George Mariscal and published by Cornell University Press. This book was released on 2018-09-05 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: This ambitious book attempts to rehistoricize the Golden Age of Spain (ca. 1550-1680) by placing literary production in its socio-cultural context. Drawing on theories of cultural materialism and making use of historical analysis, George Mariscal focuses on the ways in which the problem of subjectivity is constructed in the writing of the period, particularly the poetry of Francisco de Quevedo and Cervantes' Don Quixote.

Download or read book The Film Archipelago written by Antonio Gómez and published by Bloomsbury Publishing. This book was released on 2021-12-16 with total page 466 pages. Available in PDF, EPUB and Kindle. Book excerpt: How do the islands and archipelagos of the New World figure in Latin American cinema? Comprising 15 essays and a critical introduction, The Film Archipelago: Islands in Latin American Cinema addresses this question by examining a series of intersections between insular spaces and filmmaking in Latin America. The volume brings together international scholars and filmmakers to consider a diverse corpus of films about islands, films that take place on islands, films produced in islands, and films that problematise islands. The book explores a diverse range of films that extend from the Chilean documentaries of Patricio Guzmán to work on the Malvinas/Falkland Islands, and films by Argentine directors Gustavo Fontán and Lucrecia Martel. Chapters focus on Rapa Nui (Easter Island), the Mexican Islas Marías, and the Panamanian Caribbean; on ecocritical, environmental and film historical aspects of Brazilian and Argentine river islands; and on Cuban, Guadeloupean, Haitian, and Puerto Rican contexts. The Film Archipelago argues that the islands and archipelagos of Latin American cinema constitute a critically interesting, analytically complex, and historically suggestive angle to explore issues of marginality and peripherality, remoteness and isolation, and fragility and dependency. As a whole, the collection demonstrates to what extent the combined insular and archipelagic lens can re-frame and re-figure both longstanding and recent discussions on the spaces of Latin American cinema.

Download or read book The Lightning Dreamer written by Margarita Engle and published by Houghton Mifflin Harcourt. This book was released on 2013 with total page 197 pages. Available in PDF, EPUB and Kindle. Book excerpt: Newbery Honor-winner Margarita Engle tells the story of Cuban folk hero, abolitionist, and women's rights pioneer Gertrudis Gómez de Avellaneda in this powerful YA historical novel in verse.

Download or read book Paradise written by Abdulrazak Gurnah and published by Bloomsbury Publishing. This book was released on 2021-11-11 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: By the winner of the 2021 Nobel Prize in Literature A BBC RADIO 4 Book at Bedtime SHORTLISTED FOR THE BOOKER PRIZE _______________________ 'A poetic and vividly conjured book about Africa and the brooding power of the unknown' Independent on Sunday 'Gurnah evokes his world in poetic prose which is pure and lucid - a small paradise in itself ... The pleasures, sadnesses and losses in all the shining facets of this book are lingering and exquisite' Guardian 'An obliterated world is enthrallingly retrieved' Sunday Times _______________________ Born in East Africa, Yusuf has few qualms about the journey he is to make. It never occurs to him to ask why he is accompanying Uncle Aziz or why the trip has been organised so suddenly, and he does not think to ask when he will be returning. But the truth is that his 'uncle' is a rich and powerful merchant and Yusuf has been pawned to him to pay his father's debts. Paradise is a rich tapestry of myth, dreams and Biblical and Koranic tradition, the story of a young boy's coming of age against the backdrop of an Africa increasingly corrupted by colonialism and violence.