Download or read book Introducci n al marketing y la comunicaci n en la empresa 2 edici n written by Alicia Blanco González and published by ESIC Editorial. This book was released on 2016-10-05 with total page 233 pages. Available in PDF, EPUB and Kindle. Book excerpt: El libro de Introducción al Marketing y la Comunicación en la empresa es un manual básico de las asignaturas que introducen a los lectores en el mundo del Marketing. Su principal objetivo es iniciar a los lectores en los conceptos básicos, instrumentos y decisiones de Marketing. Al mismo tiempo que se introducen las primeras nociones de Marketing. El libro se estructura en dos partes: la primera orientada a los conceptos básicos y característicos del Marketing en el ámbito del mercado y de la empresa, y el desarrollo del plan de marketing estratégico; y la segunda, centrada en el plan de marketing operativo, que considera las principales variables y acciones comerciales. Este libro, tal y como se ha estructurado, permitirá al lector tener los conocimientos básicos de la disciplina de Marketing y desarrollar sus competencias, puesto que cada capítulo concluye con un caso práctico basado en empresas españolas o en multinacionales conocidas por el lector, y unas cuestiones de reflexión que permiten profundizar en el tema correspondiente. Índice ¿Qué es el marketing? - Recogida de la información y análisis del entorno.- Investigación de marketing.- Análisis del mercado de consumidores.- Identificación de segmentos y selección del público objetivo.- Desarrollo de las estrategias de producto.- Estrategias de precios.- Diseño y gestión de los canales de distribución.- Diseño de un plan de comunicación.- Bibliografía.- Enlaces de interés.
Download or read book Breve introducci n al marketing y comunicaci n en la empresa written by Cristina Ayala del Pino and published by . This book was released on 2019 with total page 205 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Marketing interno y comunicaci n en la empresa written by César de la fuente Chico and published by Editorial Elearning, S.L.. This book was released on 2019-12-05 with total page 92 pages. Available in PDF, EPUB and Kindle. Book excerpt: • Conocer los elementos y procesos propios de la comunicación empresarial, como caso especial de la comunicación en general. • Establecer planes de comunicación internas, aplicados a diferentes entornos organizativos. • Saber qué ventajas tiene el uso de las técnicas de Marketing hacia el interior de las empresas. • Saberquéeslagestióndeconocimientoycómoseusaenelentornoempresarial. • Manejar las principales herramientas de gestión del conocimiento. • Conocerquébarreraspuedenimpedirunacorrectagestióndelconocimiento. UD1.Marketing interno y comunicación en la empresa 1. Concepto de comunicación 1.1. Elementos del proceso comunicativo 1.2. Tipos de comunicación 2. La comunicación empresarial 2.1. La comunicación interna en la empresa 3. El plan de comunicación interna 4. La comunicación en las organizaciones multinacionales 5. Las organizaciones virtuales 6. El teletrabajo 7. Incidencias en el uso del correo electrónico 8. Qué es, qué no es y qué puede ser el marketing interno 8.1. Marketing interno 8.2. Marketing interno y recursos humanos 8.3. El marketing interno como auxiliar para el desarrollo de la estrategia social de la empresa UD2.Gestión del conocimiento 1. Introducción 2. El conocimiento 2.1. Elementos del conocimiento 3. Gestión del conocimiento en la empresa 3.1 Gestión del capital intelectual vs. Gestión del conocimiento 3.2 Modelos de gestión del conocimiento 3.3 Ciclo de gestión del conocimiento 4. Las personas y la ventaja competitiva en la gestión del conocimiento 4.1 El departamento de RR.HH en la gestión del conocimiento 4.2 La ventaja competitiva 5. Herramientas 6. Barreras a la gestión del conocimiento 7. Beneficios de la gestión del conocimiento
Download or read book Introducci n al marketing estrat gico written by Manuel Villacorta Tilve and published by Manuel Villacorta Tilve. This book was released on 2010 with total page 204 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Con esta obra, el autor pretende desarrollar una sencilla guía para aquellas personas que por diversas razones han de trabajar o realizar alguna actividad relacionada con el marketing. En este sentido, el lector no encontrará un tratado exhaustivo sobre mercadotecnia, sino un manual práctico y generalista con un doble objetivo. Por una parte facilitar de una manera sucinta a quienes se adentran por vez primera en este apasionante mundo, la comprensión de los principales conceptos y herramientas de análisis de la disciplina. Por otra, condensar dichos conceptos y herramientas en un único espacio, de manera tal que los interesados puedan acceder rápidamente a los mismos, y disponer de una base para consultar fuentes de información más concretas y desarrolladas."--Contratapa.
Download or read book Introducci n al Marketing written by Ana Belén Casado Díaz and published by Editorial Club Universitario. This book was released on 2013-06-12 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: El libro Introducción al Marketing aborda los principales conceptos y técnicas del marketing y está dirigido, fundamentalmente, a los estudiantes de la asignatura “Introducción al Marketing” del Grado en Administración y Dirección de Empresas de la Facultad de Ciencias Económicas y Empresariales de la Universidad de Alicante. El libro se divide en seis capítulos. Cada capítulo contiene, entre otros elementos, numerosos ejemplos, aplicaciones prácticas y cuestiones de debate que tienen como objetivo facilitar y enriquecer el aprendizaje del lector, dotándole de mayor capacidad para analizar, planificar y responder de manera anticipada a los retos que plantea el entorno de marketing de las empresas. Así, el principal objetivo del libro es que los estudiantes cuenten con un texto básico que contribuya a favorecer y fomentar su capacidad analítica y crítica sobre la ejecución de las actividades de marketing.
Download or read book Fundamentos de comunicaci n y publicidad written by Gorka Zamarreño Aramendia and published by Editorial Elearning, S.L.. This book was released on 2020-09-13 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: Conocer las distintas formas de comunicación Saber qué tipos de procesos de comunicacion existen Entender por qué es necesaria la comunicación Factores que influyen en los procesos de comunicación Saber en qué consiste la función de un DIRCOM Conocer los distintos tipos de modelos de comunicación Aprender cuáles son los tipos de comunicación en las organizaciones Aspectos que implica la comunicación coorporativa Acercamiento a los que supone la comunicación interna Acercamiento al Marketing Mix Conocer qué implica y en qué consiste la segementación de mercados Saber cuales son las etapas del ciclo de vida de un producto Formas de comunicación del marketing Conocer qué recoge el término publicidad, qué objetivos tiene y los tipos que existen Saber que es la insustria publicitaria Realizar el presupuesto de una forma beneficiosa Saber elegir el medio de comunicación para la publicidad Diferenciar los distintos medios publicitarios Saber las funciones de la promoción de ventas y las RR.HH UD1. Conceptos sobre comunicación 1. Introducción: De Aristóteles a Obama: una breve historia de la comunicación 2. Formas de comunicación 2.1 Comunicación intrapersonal e interpersonal 2.2 Comunicación grupal 2.3 Comunicación pública 2.4 Comunicación de masas 3. El proceso de la comunicación 3.1. Modelo de transmisión de la comunicación 3.2. Modelo de transacción de la comunicación 4. La comunicación como elemento de satisfacción 4.1. Necesidades físicas 4.2. Necesidades instrumentales 4.3. Necesidades relacionales 4.4. Necesidades de identidad 5. Características del proceso de comunicación 5.1. La comunicación está guiada por la cultura y el contexto 5.2. La comunicación se aprende y es simbólica 5.3. Reglas y normas 6. Implicaciones éticas de la comunicación 7. La figura del DIRCOM UD2. Teoría de la comunicación 1. Modelo 1 - significado en las palabras: lenguaje y semiótica 2. Modelo 2: significado en la transferencia de información: sistemas y teorías cibernéticas de la comunicación 2.1. Teorías de sistemas de la comunicación 2.2. Teoría de la información 3. Modelo 3: el significado emerge a través del diálogo entre oradores y oyentes 3.1. Estudios de conversación 3.2. Análisis de la conversación 4. Modelo 4: el significado emerge a través de la co-relación entre los comunicadores y sus contextos sociales 4.1. Análisis del discurso 4.2. Una crítica del análisis del discurso 5. Comunicación aplicada a las organizaciones 5.1. Tipos de comunicación 6. La perspectiva de la comunicación corporativa 6.1. Tareas clave de la comunicación corporativa 6.2. Herramientas de comunicación corporativa 7. Comunicación interna 7.1. La ventaja de la comunicación interna estratégica 7.2. Visión general del proceso de Planificación de la Comunicación Interna (PCI) UD3.Marketing y comunicación 1. Introducción 2. El marketing mix 3. Segmentación de mercados 4. Ciclo de vida del producto 5. Comunicación de marketing UD4. El ecosistema publicitario 1. Introducción 2. Definición de publicidad 3. Objetivos de la publicidad 4. Clasificación y tipos de publicidad 4.1. Publicidad comercial 4.2. Publicidad de servicio público 4.3. Clasificación funcional 4.4. Publicidad basada en el ciclo de vida del producto 4.5. Publicidad comercial 4.6. Publicidad basada en el área de operaciones 5. Marco de planificación publicitaria 5.1. El plan de publicidad 6. La industria publicitaria 7. El presupuesto de publicidad 7.1. Enfoque de análisis marginal 8. El briefing de medios 8.1. Dificultades en la selección de tipos de medios 9. Decisiones estratégicas en la publicidad 9.1. Selección medios de comunicación 9.2. Opciones creativas 9.3. La creatividad tiene un coste 10. Los medios publicitarios 10.1. Medios tradicionales 10.2. Medios below the line 11. Promoción de ventas 11.1. Objetivos de la promoción de venta 11.2. Herramientas de la promoción de ventas 11.3. Planificación 12. Las relaciones públicas 12.1. Función de las RRPP 12.2. Herramientas de las RR.PP. 13. ANEXO: El Plan de Comunicación
Download or read book Marketing written by Rosalind Masterson and published by SAGE. This book was released on 2014-03-25 with total page 609 pages. Available in PDF, EPUB and Kindle. Book excerpt: *Winners - British Book Design Awards 2014 in the category Best Use of Cross Media* Get access to an interactive eBook* when you buy the paperback (Print paperback version only, ISBN 9781446296424) Watch the video walkthrough to find out how your students can make the best use of the interactive resources that come with the new edition! With each print copy of the new 3rd edition, students receive 12 months FREE access to the interactive eBook* giving them the flexibility to learn how, when and where they want. An individualized code on the inside back cover of each book gives access to an online version of the text on Vitalsource Bookshelf® and allows students to access the book from their computer, tablet, or mobile phone and make notes and highlights which will automatically sync wherever they go. Green coffee cups in the margins link students directly to a wealth of online resources. Click on the links below to see or hear an example: Watch videos to get a better understanding of key concepts and provoke in-class discussion Visit websites and templates to help guide students’ study A dedicated Pinterest page with wealth of topical real world examples of marketing that students can relate to the study A Podcast series where recent graduates and marketing professionals talk about the day-to-day of marketing and specific marketing concepts For those students always on the go, Marketing an Introduction 3rd edition is also supported by MobileStudy – a responsive revision tool which can be accessed on smartphones or tablets allowing students to revise anytime and anywhere that suits their schedule. New to the 3rd edition: Covers topics such as digital marketing, global marketing and marketing ethics Places emphasis on employability and marketing in the workplace to help students prepare themselves for life after university Fun activities for students to try with classmates or during private study to help consolidate what they have learnt (*interactivity only available through Vitalsource eBook)
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 Fundamentals of Marketing written by Miguel Santesmases Mestre and published by . This book was released on 2011 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the English edition of the first marketing book in Spanish to be adapted to the European Space for Higher Education, which has been written with the new requirements of the recent official degrees in mind. In addition to its theoretical presentation illustrated with many examples, each chapter starts with a business situation, and closes with a case study with practice topics, key terms and review questions, along with related Internet links and specific bibliography. In addition, teachers and students are provided with complementary on-line material on the book’s website: www.miguelsantesmases.com/fm.htm This textbook presents the fundamentals of marketing, the market, the consumer’s environment and behaviour, the marketing research, and the information systems. It later goes deeper into the marketing tools (product and services management, pricing, communication, sales, distribution and, lastly, the marketing plan), all supported by examples and case studies. Chapters dealing with relationship marketing, customer relations management, new communication technologies and emerging marketing techniques have also been included. Fundamentals of Marketing offers a modern approach, adapted to the new teaching methodologies which will make both the teaching and learning of the principles of marketing much easier.
Download or read book Glosario Del Banco Mundial written by World Bank and published by World Bank Publications. This book was released on 1996 with total page 468 pages. Available in PDF, EPUB and Kindle. Book excerpt: This edition of the World Bank has been revised and expanded by the Terminology Unit in the Languages Services Division of the World Bank in collaboration with the English, Spanish, and French Translation Sections. The Glossary is intended to assist the Bank's translators and interpreters, other Bank staff using French and Spanish in their work, and free-lance translator's and interpreters employed by the Bank. For this reason, the Glossary contains not only financial and economic terminology and terms relating to the Bank's procedures and practices, but also terms that frequently occur in Bank documents, and others for which the Bank has a preferred equivalent. Although many of these terms, relating to such fields as agriculture, education, energy, housing, law, technology, and transportation, could be found in other sources, they have been assembled here for ease of reference. A list of acronyms occurring frequently in Bank texts (the terms to which they refer being found in the Glossary) and a list of international, regional, and national organizations will be found at the end of the Glossary.
Download or read book Upgrading to Compete Global Value Chains Clusters and SMEs in Latin America written by Carlo Pietrobelli and published by . This book was released on 2010 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Does enterprise participation in global markets ensure sustainable income growth? Policies have often been designed in the belief that this is true, but competitiveness and participation in international markets may take very different forms, and developing countries do not always benefit. This book presents a series of rich and original field studies from Latin America, conducted by the authors with the same consistent methodological approach, and represents a theory-generating exercise within clusters and economic development literature. The main question addressed is how Latin American small and medium-sized enterprises (SMEs) may participate in global markets in ways that provide for sustainable income growth, the “high road” to competitiveness. In contrast, the “low road” is often typically followed by small firms from developing countries, which often compete by squeezing wages and revenues rather than by increasing productivity, salaries, and profits.
Download or read book Benchmarking Water Services written by Enrique Cabrera Jr and published by IWA Publishing. This book was released on 2011-03-01 with total page 185 pages. Available in PDF, EPUB and Kindle. Book excerpt: Benchmarking has become a key tool in the water industry to promote and achieve performance targets for utilities. The use of this tool for performance improvement through systematic search and adaptation of leading practices, has expanded globally during the past decade. Many ongoing projects worldwide aim to address different needs and objectives, in varying contexts, with outstanding results and impact. Benchmarking Water Services provides valuable information to everyone interested in benchmarking in the water industry. The text is aimed at utilities considering joining a benchmarking project, experienced practitioners in charge of organizing a benchmarking exercise, consultants, regulators and researchers. The document is presented with a clear practice oriented approach and can be used as a how-to-benchmark guide presented from different perspectives (participants, organizers, supervising bodies). Readers will gain practical insight on real life benchmarking practices and will benefit from the experiences gained in some of the leading benchmarking projects of the water industry (including the IWA-WSAA benchmarking efforts, the European Benchmarking Co-operation and the several benchmarking projects carried out in Austria and Central Europe). The manual also presents the new IWA Benchmarking Framework, which aims to harmonize the terms used to describe benchmarking and performance indicators practices in the water industry, guaranteeing a more fluent and efficient communication. This Manual of Best Practice is edited by the IWA Specialist Group on Benchmarking and Performance Assessment, and co-published by AWWA and IWA Publishing. Praise for Benchmarking Water Services: "The continual trend of conceptual to specifics throughout the book provides for an educational experience each time the book is either casually perused or carefully studied." "The authors (Cabrera, Haskins and Fritiz) diligently pursue the focus of improvement." "Benchmarking Water Services is an in depth and practical ‘must have’ guide for any utility currently engaged in or planning to develop a benchmarking process" - Gregory M. Baird (2012) Benchmarking: An International Journal 19:2. More information about the book can be found on the Water Wiki in an article written by the author: http://www.iwawaterwiki.org/xwiki/bin/view/Articles/TheNewIWABenchmarkingFramework A Spanish language version of this book is available as a free eBook: http://www.iwawaterwiki.org/xwiki/bin/view/Articles/eBookTitlesfromIWAPublishingFreetoDownload-Volume2#HBenchmarkingParaServiciosdeAgua
Download or read book International Community Psychology written by Stephanie Reich and published by Springer Science & Business Media. This book was released on 2007-07-03 with total page 461 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first in-depth guide to global community psychology research and practice, history and development, theories and innovations, presented in one field-defining volume. This book will serve to promote international collaboration, enhance theory utilization and development, identify biases and barriers in the field, accrue critical mass for a discipline that is often marginalized, and to minimize the pervasive US-centric view of the field.
Download or read book bookdown written by Yihui Xie and published by CRC Press. This book was released on 2016-12-12 with total page 140 pages. Available in PDF, EPUB and Kindle. Book excerpt: bookdown: Authoring Books and Technical Documents with R Markdown presents a much easier way to write books and technical publications than traditional tools such as LaTeX and Word. The bookdown package inherits the simplicity of syntax and flexibility for data analysis from R Markdown, and extends R Markdown for technical writing, so that you can make better use of document elements such as figures, tables, equations, theorems, citations, and references. Similar to LaTeX, you can number and cross-reference these elements with bookdown. Your document can even include live examples so readers can interact with them while reading the book. The book can be rendered to multiple output formats, including LaTeX/PDF, HTML, EPUB, and Word, thus making it easy to put your documents online. The style and theme of these output formats can be customized. We used books and R primarily for examples in this book, but bookdown is not only for books or R. Most features introduced in this book also apply to other types of publications: journal papers, reports, dissertations, course handouts, study notes, and even novels. You do not have to use R, either. Other choices of computing languages include Python, C, C++, SQL, Bash, Stan, JavaScript, and so on, although R is best supported. You can also leave out computing, for example, to write a fiction. This book itself is an example of publishing with bookdown and R Markdown, and its source is fully available on GitHub.
Download or read book Host Bibliographic Record for Boundwith Item Barcode 30112044669122 and Others written by and published by . This book was released on 2013 with total page 3426 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Meme Machine written by Susan Blackmore and published by OUP Oxford. This book was released on 2000-03-16 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Humans are extraordinary creatures, with the unique ability among animals to imitate and so copy from one another ideas, habits, skills, behaviours, inventions, songs, and stories. These are all memes, a term first coined by Richard Dawkins in 1976 in his book The Selfish Gene. Memes, like genes, are replicators, and this enthralling book is an investigation of whether this link between genes and memes can lead to important discoveries about the nature of the inner self. Confronting the deepest questions about our inner selves, with all our emotions, memories, beliefs, and decisions, Susan Blackmore makes a compelling case for the theory that the inner self is merely an illusion created by the memes for the sake of replication.
Download or read book The New New Journalism written by Robert Boynton and published by Vintage. This book was released on 2007-12-18 with total page 494 pages. Available in PDF, EPUB and Kindle. Book excerpt: Forty years after Tom Wolfe, Hunter S. Thompson, and Gay Talese launched the New Journalism movement, Robert S. Boynton sits down with nineteen practitioners of what he calls the New New Journalism to discuss their methods, writings and careers. The New New Journalists are first and foremost brilliant reporters who immerse themselves completely in their subjects. Jon Krakauer accompanies a mountaineering expedition to Everest. Ted Conover works for nearly a year as a prison guard. Susan Orlean follows orchid fanciers to reveal an obsessive subculture few knew existed. Adrian Nicole LeBlanc spends nearly a decade reporting on a family in the South Bronx. And like their muckraking early twentieth-century precursors, they are drawn to the most pressing issues of the day: Alex Kotlowitz, Leon Dash, and William Finnegan to race and class; Ron Rosenbaum to the problem of evil; Michael Lewis to boom-and-bust economies; Richard Ben Cramer to the nitty gritty of politics. How do they do it? In these interviews, they reveal the techniques and inspirations behind their acclaimed works, from their felt-tip pens, tape recorders, long car rides, and assumed identities; to their intimate understanding of the way a truly great story unfolds. Interviews with: Gay Talese Jane Kramer Calvin Trillin Richard Ben Cramer Ted Conover Alex Kotlowitz Richard Preston William Langewiesche Eric Schlosser Leon Dash William Finnegan Jonathan Harr Jon Krakauer Adrian Nicole LeBlanc Michael Lewis Susan Orlean Ron Rosenbaum Lawrence Weschler Lawrence Wright
