Download or read book En clave de marcas written by Gonzalo Brujó and published by Editorial Almuzara. This book was released on 2010 with total page 478 pages. Available in PDF, EPUB and Kindle. Book excerpt: Gonzalo Brujó y 23 visionarios del marketing descubren el presente y el futuro del intangible más importante.
Download or read book Valoraci n de marcas written by Gabriela Salinas and published by Grupo Planeta (GBS). This book was released on 2007 with total page 372 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Periodismo de marcas written by Carlos J. Campo and published by Editorial UOC. This book was released on 2016-06-30 with total page 251 pages. Available in PDF, EPUB and Kindle. Book excerpt: El periodismo de marcas es para unos pocos. Da lo mismo si se trata de enormes marcas multinacionales o de pequeñas denominaciones muy especializadas o muy locales. Es para una selectísima minoría y, además, es periodismo puro y duro.Hoy, con el descrédito de la publicidad, la desintermediación de la información, el desengaño tecnológico y la pérdida de la ingenuidad de las audiencias, se ha creado el escenario perfecto para desarrollar un periodismo que pretende una influenci todopoderosa.Este tratado actualiza los modos de este periodismo, abordando su sustrato teórico. Discrimina el contenido de marca de la acción periodística. Desmiente la antitética conceptual de periodismo y marca en una misma expresión. Y desvela, desde la experiencia, cómo fundar la redacción de marca, diseñar la línea editorial y ejercerlo cotidianamente.La marca que lo use se cotizará más. Y la corporación que evolucione con él logrará unos resultados económicos aún mejores.
Download or read book Marca de liderazgo written by Dave Ulrich and published by Editorial Almuzara. This book was released on 2008 with total page 202 pages. Available in PDF, EPUB and Kindle. Book excerpt:
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 281 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 Marcas sonrientes written by Valiente Alber, Sònia and published by Editorial UOC. This book was released on 2016-10-28 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt: ¿Por qué la publicidad televisiva ha empleado tan poco el humor en los últimos años? ¿Por qué la publicidad en España es tan gris? Estas cuestiones son el germen de una investigación que ha durado tres años (2012-2015) y que ha dado lugar a la tesis doctoral: «La conexión emocional generada por el humor como elemento de engagement en marcas consolidadas». Una investigación que ha demostrado que, en un contexto de crisis económica, fragmentación de las audiencias, saturación publicitaria y entorno multipantalla el humor continúa siendo una estrategia válida para generar engagement. Es más, si el anuncio gusta –hace que «la marca me caiga mejor»– se viralizará. Conexión emocional y prescripción orgánica. ¿Hay algo más que una marca pueda soñar?
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 Calidad en sitios web written by Pedraza-Jiménez, Rafael and published by Editorial UOC. This book was released on 2016-10-26 with total page 100 pages. Available in PDF, EPUB and Kindle. Book excerpt: Calidad, evaluación, análisis, sitios web? ¿Qué tienen en común todas estas palabras clave para que merezcan la atención del público de esta colección? El punto que lo une todo es la necesidad de un amplio y a la vez muy diverso colectivo profesional de saber qué es lo que hace que un sitio web responda a criterios de calidad. Pongamos el ejemplo de un profesional de la web que recibe el encargo de auditar los sitios web de una empresa de comercio electrónico: quiere estar segura de que está a la altura de sus competidores internacionales; o el de un equipo de investigadores académicos que se pregunta cómo están incorporando las webs de turismo las más recientes posibilidades de interacción debidas a la web 2.0. Lo que tienen en común escenarios y objetivos tan diversos es que, en todos ellos, sus protagonistas necesitarán disponer de alguna herramienta que los ayude a determinar qué necesitan saber en relación con una web determinada o un conjunto de sitios web. Este libro intenta aportar esos instrumentos.
Download or read book The International Brand Valuation Manual written by Gabriela Salinas and published by John Wiley & Sons. This book was released on 2011-11-22 with total page 237 pages. Available in PDF, EPUB and Kindle. Book excerpt: The International Brand Valuation Manual is a detailed and extensive review of the main brand valuation models. The book reveals the state of the art in the field of brand valuation and coherently relates major trends in the theory and practice of brand valuation. This “one-stop” source is for valuation professionals as well as financial and marketing specialists who need to have an understanding of the principal valuation methods. Salinas also analyses the respective efficacy, advantages, disadvantages, and prospects for the future for each method. The book: - Provides a thorough overview of all the tools available for the brand valuation practitioner. - Offers an informed view on which methodologies are most suitable for different types of applications, and explains why. - Acts as an all-in-one source of reference for specialists who advise clients on which methodology to employ, or who are considering adopting one themselves. - Features case studies and examples from Guinness, PwC, Rolls-Royce, Santander, Shell, Telefonica, Unilever, BMW, Hanson Trust, Cadbury-Schweppes, Kellogg, Coco-Cola, Mercedes, Rolex, among others. Gabriella Salinas is the Global Brand Manager at Deloitte Touche Tohmatsu, Madrid, Spain.
Download or read book Capital Intelectual written by Mariano L. Bernardez and published by AuthorHouse. This book was released on 2008 with total page 655 pages. Available in PDF, EPUB and Kindle. Book excerpt: El término "capital intelectual" se confunde con frecuencia - e incluso indistintamente- con "propiedad intelectual", "tecnología" o "ideas". "innovación" de carácter científico. Además de las ideas e invenciones de naturaleza tecnológica o científica, el capital intelectual incluye un enorme acervo de ideas y componentes socioculturales, expresadas en las marcas comerciales, las experiencias del cliente, los modelos de negocio y organización e inclusive las cadenas de valor y ecosistemas que las producen. Este libro ha sido diseñado como un manual comprensivo y de aplicación práctica para empresarios y gerentes de diversas áreas funcionales que deseen detectar, desarrollar y aplicar el capital intelectual de sus organizaciones y ecosistemas de negocios en tanto en su dimensión tecnológica como comercial. Los conceptos, modelos y herramientas de este libro -ejemplificados con los casos de empresas líderes y modelo de diferentes giros de actividad- permiten al lector detectar y valuar el capital intelectual tecnológico y comercial, tácito y explicito, planificar el desarrollo de las diez formas de propiedad intelectual y organizar su comercialización mediante la creación y desarrollo de marcas.
Download or read book Human Resource Management written by Gary Dessler and published by Pearson Educación. This book was released on 2000 with total page 750 pages. Available in PDF, EPUB and Kindle. Book excerpt: For Human Resource Management (HRM) and Personnel courses. The #1 best-selling HRM book in the market, Dessler's Human Resource Management provides a comprehensive review of personnel management concepts and practices in a highly readable form. This edition focuses on the high-performance organization building better, faster, more competitive organizations through HR; while continuing to offer practical applications that help all managers deal with their personnel-related responsibilities.
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 M tricas de la web social para bibliotecas written by González-Fernández Villavicencio, Nieves and published by Editorial UOC. This book was released on 2016-09-29 with total page 154 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Evaluaciones nacionales del rendimiento acad mico Volumen 4 written by Gerry Shiel and published by World Bank Publications. This book was released on 2016-04-18 with total page 309 pages. Available in PDF, EPUB and Kindle. Book excerpt: Análisis de los datos de una evaluación nacional del rendimiento académico es el cuarto de cinco volúmenes de la serie Evaluaciones nacionales del rendimiento académico. Otros volúmenes han descrito los procedimientos de una evaluación hasta llegar a la fase de preparación de los datos para su análisis estadístico, el tema del presente volumen. Los análisis precisos que se lleven a cabo dependerán de las necesidades de información de los responsables políticos y los gestores educativos. En la mayoría de las evaluaciones nacionales, estas necesidades tienen que ver con la calidad del aprendizaje estudiantil, los factores relacionados con el aprendizaje, las cuestiones de equidad, y en algunos casos, la transformación de los resultados educativos con el paso del tiempo. El volumen 4, que consta de dos partes, explica detalladamente los pasos necesarios para el análisis de los datos recopilados en una evaluación nacional. La 1.ª parte ofrece una introducción general a los análisis estadísticos llevados a cabo normalmente en las evaluaciones a gran escala, midiendo la tendencia central y la dispersión de los puntajes de los alumnos, así como las relaciones entre variables. La 2.ª parte describe el programa IATA (Item and Test Analysis), que utiliza la Teoría Clásica de las Pruebas y la Teoría de Respuesta al à?tem para establecer escalas sobre las que determinar los puntajes de los alumnos. Se describe en detalle los pasos del análisis de las administraciones de las pruebas piloto y las pruebas definitivas. Un CD complementario contiene ejercicios especialmente diseñados y ficheros de datos de respaldo para ambas partes del volumen. Este libro será de interés para los especialistas en evaluaciones en gobiernos nacionales, regionales y locales, instituciones de investigación y universidades.
Download or read book Evaluaciones nacionales del rendimiento acad mico Volumen 3 written by Vincent Greaney and published by World Bank Publications. This book was released on 2016-03-23 with total page 305 pages. Available in PDF, EPUB and Kindle. Book excerpt: Implementing a National Assessment of Educational Achievement, the third volume in the five-part National Assessments of Educational Achievement series, focuses on practical issues in the implementation of a national assessment. These include the representation of key educational stakeholders, required personnel and facilities, and the sequence of administrative activities in implementing an assessment. Particular attention is focused on sampling, such as defining the population to be assessed, elements of sampling theory, and the selection of schools and students to take part in an assessment. Readers are guided through the selection of a sample by working on a set of concrete tasks presented in the text, using data files in an accompanying CD. One section of Volume 3 is devoted to typical tasks involved in preparing, validating and managing data. Users are expected to develop competence in data preparation skills by carrying out the practical exercises in the CD. They are also shown how to complete important pre-analysis steps such as compute survey weights, calculate means and their sampling errors, and how to deal with non-responses and oversize and undersize schools. This volume is intended primarily for teams who are responsible for conducting national assessments and graduate students interested in technical aspects of large-scale surveys.
Download or read book Las lenguas de las Am ricas the Languages of the Americas written by Paul Danler and published by Logos Verlag Berlin GmbH. This book was released on 2022-05-10 with total page 386 pages. Available in PDF, EPUB and Kindle. Book excerpt: Las lenguas de las Américas - the Languages of the Americas takes the reader on a journey through twenty chapters addressing the languages of the Americas all the way from Canada and the USA to Argentina and Brazil. The authors are international experts who have written mainly in Spanish and English, but in a few cases also in French, Portuguese and German. The book deals with the languages of the descendants of the first Americans; it gives an insight into the American varieties of English, French, Portuguese and Spanish; it explores the outcome of the long-lasting coexistence of various autochthonous and European languages; it also looks into some very specific hybrid forms of locally or regionally unique varieties in the Americas, focusing on creolization, code-switching and translanguaging resulting from language contact. The languages and linguistic varieties dealt with in this book are numerous and so are the approaches and methods applied; most are mainly synchronic, but some are also diachronic. All in all, the book has managed to draw a succinct and representative portrait of the multifaceted linguistic landscapes of the Americas.
Download or read book Somos estrategas written by A.Mª Enrique Jiménez / F. Morales Serrano (Coords.) and published by Editorial GEDISA. This book was released on 2015-10-15 with total page 210 pages. Available in PDF, EPUB and Kindle. Book excerpt:
