Marketing laterial

nuevas técnicas para encontrar las ideas más rompedoras

ÍNDICE: Introducción. 1. La evolución de los mercados y la dinámica competitiva. 2. Aspectos fuertes y débiles del pensamiento tradicional de marketing. 3. Innovaciones originadas dentro de un mercado: la forma más habitual de innovar. 4. Innovación originada fuera de un mercado determinado: una forma ...

How brands become icons

the principles of cultural branding

Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some ...

Marketing wireless products

Leadership

research findings, practice, and skills

Fundamentals of business marketing research

Brandscendence

three essential elements of enduring brands

There are many brands in the world and there are some that rise above the competition and distinguish themselves with their enduring success. These well known brands are on the journey to what branding expert and author Kevin A. Clark calls Brandscendence. How do brands ...

The profit impact of marketing strategy project

retrospect and prospects

New developments in strategic thinking and econometric methods, alongside fundamental changes in technology and in the nature of competition argue the need for an in-depth but accessible assessment of the Profit Impact of Marketing Strategy#s project. Here, Paul Farris and Michael Moore gather together ...

Fundamentos de marketing turístico

El marketing turístico tiene como objetivo la comercialización de los productos y los servicios de las organizaciones que integran el sector. Para ello se centra en las peculiaridades propias del ámbito turístico: la interrelación que existe entre las empresas y los destinos, la elevada estacionalidad ...

Euromarketing and the future

Cómo hacer una investigación social

Temas clave en marketing relacional

Analysis for marketing planning

Analysis for marketing planning

Analysis for Marketing Planning, 6/e by Lehmann and Winer focuses on the analysis needed for sound Marketing decisions and is structured around the core marketing document the Marketing Plan. Whether studying Marketing strategy or Product/Brand Management decisions, students need to be able to ...

Marketing as strategy

understanding the CEO's Agenda for driving growth and innovation

In economic downturns, the marketing budget is often the first to get slashed. Why? Because many CEOs believe that marketing is unable to deliver results where it counts: the bottom line. Nirmalya Kumar argues that marketing¿s future depends on altering its function and mindset ...

Intellectual Property management

the role of technology-brands in the appropriation of technological innovation

The book investigates the interplay of brand equity and technological assets at the corporate level. In a grounded theory approach it develops a model of how companies in technology intensive industries can improve the appropriation of the returns of their intangible technological assets with the ...

The professional services firm Bible

Spanning everything from legal firms and architects to fundraisers and dentists, the professional services industry continues to experience spectacular growth yet remains largely undocumented in business literature. Until now. The Professional Services Firm Bible is a sophisticated and comprehensive guide to running a highly productive ...

Enamore a sus clientes

guía para triunfar en la batalla del marketing del futuro

Harry Beckwith describe con claridad,perspicacia y sentido del humor la nueva era de la comunicación y la confusión en la que nos encontramos,y ofrece pautas al lector para destacar entre la multitud y dar satisfacción a las expectativas de los clientes y consumidores ...

Marketing croscultural

The economics of retailing and distribution

This book provides a uniform and coherent approach to the analysis of distribution systems in general and retail systems in particular. It develops the fundamentals of retail demand and supply, and demonstrates how the provision of distribution services is a principal determinant of economic outcomes ...

Born to buy

the comercialized child and the new consumer culture

Ads aimed at kids are virtually everywhere -- in classrooms and textbooks, on the Internet, even at slumber parties and the playground. Product placement and other innovations have introduced more subtle advertising to movies and television. Companies are enlisting children as guerrilla marketers, targeting their friends ...

Marketing management

text and cases

Designed for college- and graduate-level marketing students, Marketing Management: Text and Cases is also a valuable resource for anyone trying to market a product or service. This volume integrates understandable marketing concepts and techniques with useful tables, graphs, and exhibits. Three leading experts in marketing ...