Fundamentos de marketing

ÍNDICE: Capítulo 1. El concepto de marketing Capítulo 2. La demanda y el comportamiento de compra Capítulo 3. La segmentación Capítulo 4. El producto Capítulo 5. Las actividades de promoción Capítulo 6. La distribución comercial y sus estrategias Capítulo 7. El precio y sus distintas ...

Beyond branding

how the new values of transparency and integrity are changing the world of brands

Beyond Branding challenges business to adapt to a world of transparencyby adopting new ways of meeting the needs of stakeholders and byoperating with openness and integrity. It is the view of the writers of this book that when businesses account for 51 of the largest ...

El marketing de las ONGD

la gestión del cambio social

Creer que otro mundo es posible ha sido el leit motive de muchas Organizaciones No Gubernamentales para el Desarrollo (ONGD), que nacieron como respuesta de la sociedad civil ante el tributo de injusticia que pagan millones de personas por la causa del progreso. Las ONGD ...

Marketing and selling professiional services

practical approaches to practice development

Professional services may be special, but they are in no way specially protected from competitiveness. Like any other business they prosper only by attracting sufficient clients, the right kind of work, at the right time and at the right rates, and then by satisfying, retaining ...

Marketing en un mundo global

claves y estrategias para competir en el mercado internacional

El presente libro va dirigido a pequeñas y medianas empresas que están iniciando su proceso de internacionalización, de manera que cubre perfectamente los aspectos del inicio de la exportación, creación de departamentos de exportación, redes internacionales de distribución y, finalmente, el proceso de inversiones en ...

Gorus on marketing

An informed and incisive one stop résumé of the major 'gurus' who have had a critical influence on marketing thinking and development. This is much more than just a series of summaries, Sultan has worked directly with many of the figures in this book. It ...

The marketing plan

a handbook

Designed to complement any marketing course, from "Principles of Marketing" to "Marketing Management", in which students are asked to create a marketing plan. This handbook guides students on how to develop a realistic, customized marketing plan by applying marketing concepts. INDICE Introduction to Marketing Planning ...

e-Marketing

Este exhaustivo manual informa a las empresas, profesionales y particulares que deseen iniciar o consolidar sus actividades en Internet, de las técnicas y los recursos para dar a conocer el web, captar la atención del internauta, incrementar el volumen de ventas y fidelizar a los ...

Investigación de mercados

en un ambiente de información cambiante

Como los objetivos de la primera edición de Marketing Research, los de esta segunda son básicamente tres. En primer lugar, queremos seguir dando a los estudiantes un conjunto de conocimientos y de hechos que se lean y comprendan con facilidad y que promuevan el autoaprendizaje ...

Principles of retail management

The text seeks to offer a comprehensive, academic text on Retail Management, which takes a United Kingdom and European perspective on the area. It is ideal for both undergraduates and postgraduates studying retailing as part of a Retailing, Marketing or Business degree. The text takes ...

Ageless merketing

strategies for reaching the hearts and minds of the new customer majority

In Ageless Marketing, Wolfe and Snyder offer a wealth of research, insights and strategies for reaching middle-aged consumers while not ignoring younger markets. Marketers who read this book will learn how "empathetic connections" drive many buying decisions for this market, why traditional ploys simply will ...

Cómo medir la satisfacción del cliente según la ISO 9001:2000

Esta obra pretende dar respuesta a las preguntas específicas de los profesionales que miden la satisfacción y la calidad. Este libro es una guía concisa de gran utilidad a la hora de implementar un sistema de medición eficiente. El autor le enseñará a identificar las ...

Cómo se vende un candidato

un siglo de campañas políticas en la Argentina

Las campañas políticas existen desde que hay candidatos. En nuestro país, las iniciaron los discursos, las coplas, los" reclames" y, antes de que la radio las esparciera a través del jingle, se valieron también de los tangos políticos, que prosperaron en las primeras décadas del ...

Sun tzu strategies for marketing

12 essential principles for winning the war of customers

Originally conceived in 500BC, Sun Tzu's "The Art of War" contained 11 strategies that were essential to a warrior's success on the battlefield. This book interprets Sun Tzu's battle strategies specifically for today's marketing professionals, coming up with "The Principles of ...

The partnering imperative

making business partnerships work

There is no shortage of strategic reasons for taking partnering seriously in today's converging and colliding marketplace. However, there certainly is a lack of credible explanations as to why so many fail. This book provides the ingredients for successful business partnerships. It identifies the ...

Dirección comercial

los instrumentos del marketing

El presente libro surge de la insistente demanda por parte de los alumnos por disponer de un texto de apoyo a la docencia de la asignatura de "Dirección Comercial 1" impartida en el tercer curso de la licenciatura de Administración y Dirección de Empresas de ...

Managing transport operations

Descripción This work explains the wide range of skills demanded of transport managers, who must understand the economic, social, political and technical aspects of road, rail, air and sea transport, while ensuring that levels of safety and reliability are not compromised. This updated edition includes ...

Buzz

harness the principles of influence and create demand

In this text, Marian Salzman and Ira Matathia reveal how buzz is created and how marketers can identify and control the key influencers that trigger it. They use case studies to explore the role urban centers play in trendsetting, how influence works, shock ads, and ...

Marketing logistics

This text builds on the focus established in the first edition of "Marketing Logistics", with the crucial interface between the ways in which value is created through the marketing process and the way in which it is delivered through the supply chain. This interface is ...

Pricing communication services

economics, technology and modelling

Recent advances in technology, combined with the deregulation of the telecommunication market and the proliferation of the Internet, have created a highly competitive environment for communication service providers. There is no simple recipe for pricing network service contracts in all contexts. Pricing is a complex ...