OLA 3

la nueva era en network marketing

La década de los 90 se caracterizó por el inicio de un crecimiento inusitado del network marketing y una amplia cobertura de sus actividades en revistas y otros medios especializados. En las décadas anteriores esta innovadora forma de comercialización se había mantenido creciendo silenciosamente, sin ...

La imagen de marca

un fenómeno social

La imagen de marca aborda, por primera vez y con una visión global, la fenomenología de la marca, tratada desde la perspectiva del diseño, la sociología y la estrategia de comunicación. Una marca vale por lo que significa. Por tanto, la auténtica dimensión de la ...

Applying qualitative methods to marketing management research

Qualitative research methodologies are gaining more and more acceptance. This book deals with the application of qualitative methods to marketing management research. It explains different ways of making and analyzing data with qualitative tools, and it describes the generation of results working for researchers as ...

De la calidad de servicio a la fidelidad del cliente

Este libro intenta identificar cuáles son los principales antecedentes de la fidelidad del cliente, ya que de poco nos sirve decir que la fidelidad es un factor clave del éxito empresarial si no conocemos cómo podemos llegar a ella. Así pues, su objetivo último es ...

Driven

inside BMW,the most admired car company in the world

"A lot of us in the auto industry watch and study BMW closely because it does so many things right. Lately, it has made many controversial choices in designs and new products that are testing its track record. David Kiley does an excellent and timely ...

The price advantage

The Price Advantage, written by three preeminent experts at McKinsey & Company, is the most pragmatic and insightful book on pricing available. Based on in-depth, firsthand experience with hundreds of companies, as well as significant investments in basic pricing research, this book is designed to be ...

The second century

reconnecting customer and value chain through build-to-order : moving beyond mass and lean production in the auto industry

As the auto industry moves into its second century, it suffers from low margins and a sclerotic value chain that cannot evolve with customer desires. Inventories of many weeks pile up on dealer lots and at distribution centers around the world while executives applaud marginal ...

Managing customer relationships

a strategic framework

Praise for Managing Customer Relationships A Strategic Framework "Peppers and Rogers do a beautiful job of integrating actionable frameworks, the thinking of other leaders in the field, and best practices from leading-edge companies." Dr. Hugh J. Watson, C. Herman and Mary Virginia Terry Chair of ...

Distribución comercial

El objetivo genérico del libro Distribución Comercial es ofrecer al lector los conocimientos necesarios para comprender el papel esencial que desarrollan las empresas de distribución en el sistema económico, permitiendo el encuentro entre dos polos extremos: producción y consumo. Los fines más concretos o específicos ...

Dirección de productos y marcas

La marca se ha convertido en un importante activo empresarial. Cualquier empresa que logre acreditar una marca en un mercado sabe que ese #nombre# vale por sí solo más que otros muchos activos más tangibles. Pero la marca es mucho más que un nombre. Tanto ...

Marketing of high-technology products and innovations

This thoroughly updated text presents a balance between theoretical discussions and practical examples and provides a framework for making marketing decisions in a high-tech environment. Ideal for undergraduate/graduate elective courses in Marketing of High-Tech Products, as well as 'technology centric' courses in Marketing Managemement ...

Franchising

pathway to wealth creation

Marketing planning

principles into practice

This new text leads students step-by-step through the process of preparing a realistic, practical and effective marketing plan. Principles are presented in the context of application, with 24 cases (such as Ryanair, Ciba Speciality Chemicals, HSBC, Orange, Danone and Ducati) and dozens of Marketing in ...

Bare essentials

the ALDI way to retail success

A former company executive explains the guiding philosophies of the global retail giant ALDI, whose 50-year history and successful spinoff Trader Joe's has made it a corporate leader on the scale of Wal-Mart and General Electric. Simplicity, not discount, is discussed as the answer ...

Product management

Product Management, 4/e by Lehmann and Winer is a lean, defining text that covers three major tasks facing today#s product mangers: analyzing the market, developing objectives and strategies for the product or service in question, and making decisions about price, advertising, promotion, channels ...

Marketing ROI

(retorno sobre la inversión): el camino a la rentabilidad corporativa de los clientes y de las compañías

El retorno sobre inversión (ROI) es, en la actualidad, la herramienta clave para que los negocios midan con eficacia la forma en que una compañía usa sus activos, pues pocas organizaciones de marketing tienen las facultades y el conocimiento para administrar con eficacia sus presupuestos ...

Fast second

how smart companies bypass radical innovation to enter and dominate new markets

If you get there first, you'll lead the pack, right? Not necessarily! The skill-sets of most established companies, say strategy experts Constantinos Markides and Paul Geroski, are far better suited to scaling up newly created markets pioneered by others (in other words, being "fast ...

Celebrity sells

Celebrities have always captured the imagination of the public. In today's age of consumerism, their ability to influence our behaviour can be seen worldwide. Harnessing this power can reap huge rewards for business # the Jamie Oliver campaign helped turn around Sainsbury s fortunes, with ...

Innovación de productos mediante ingeniería concurrente

En esta era de competición global, resulta fundamental la capacidad de lanzar nuevos productos al mercado en plazos cada vez más cortos. La competitividad empresarial depende de una innovación sistemática en productos y servicios que logren el éxito en el mercado. En 1993, mediante La ...

Buying for business

insights in purchasing and supply management

Buying For Business provides a simple but comprehensive guide to purchasing and supply. With current literature often academic in focus and unsuited to modern business readers, it offers straightforward and engaging information on the principles and practice of purchasing and supply management that will be ...