Marketing para hoteles y restaurantes en los nuevos escenarios

Los hoteles y restaurantes, no sólo tienen que competir todos los días con los nuevos establecimientos que se incorporan al mercado, sino que deben articular estrategias para atraer una demanda cada día más infiel que busca rentabilizar su dinero con los mejores productos y servicios ...

Unmarketable

brandalism, copyfighting, mocketing, and the erosion of integrity

A writer and activist investigates corporate America's inroads into-- and alliances with--the cultural underground. ""There's an industry around you that works, whether you agree with it or not.""--Alec Bourgeois, Dischord Records label manager For years the do-it-yourself (DIY)/punk underground has worked ...

Encuentro hoy es marketing

innovación, tendencias y buenas prácticas. Madrid, Valencia, Zaragoza, Pamplona, Bilbao, Sevilla: libro de ponencias

Un año más ESIC Business & Marketing School presentó el pasado día 26 de Abril del 2007, en el CENTRO DE CONVENCIONES NORTE de IFEMA, el IV Encuentro de profesionales y directivos Hoy es Marketing, evento exclusivo donde se dieron cita más de 2.000 profesionales ...

Marketing research

In the new Seventh Edition of "Marketing Research", McDaniel and Gates continue to share their real-life experiences from the industry to teach students how to use market research to make critical business decisions. This new edition is filled with new and current examples drawn from ...

Problems in marketing

applying key concepts and techniques

Fully revised and updated, Problems in Marketing includes over 50 new problems. This varied and challenging collection of problems has been written as a learning aid to any marketing textbook. The problems cover a wide range of marketing practice, each problem concentrating on a single ...

Financial services marketing

an international guide to principles and practice

"Financial Services Marketing: An International Guide to Principles and Practice" contains the ideal balance of marketing theory and practice to appeal to advanced undergraduates and those on professional courses such as the Chartered Institute of Banking. Taking an international and strategic view of an increasingly ...

Marketing de clientes

¿quién se ha llevado a mi cliente)

La globalización de los mercados en la que estamos inmersos ha provocado una mayor competencia de los productos y servicios. Esta mayor competitividad exige una mejora de la calidad y contenido de éstos, del mismo modo que hace necesario el perfeccionamiento de las técnicas y ...

Principios y estrategias de marketing

El mundo del marketing es muy dinámico. Los consumidores están, cada vez, más y mejor informados, son más exigentes en relación con los productos que adquieren, y sus preferencias cambian rápidamente. Los mercados se globalizan y la presión competitiva a la que se hallan sometidas ...

Punk marketing

get off your ass and join the revolution

In quick chapters, this punched-up guide is for creative types and marketing zealots seeking to overthrow the remains of marketing as it is known today. Graphics.

Fundamentos de marketing estratégico

Este manual recoge lo esencial, de los conceptos y procesos para diseñar e implantar estrategias de marketing, de las aportaciones recoogidas en otros libros o documentos, lo que facilita el estudio.

Marketing due diligence

reconnecting strategy to share price

The ultimate test of marketing investment, and indeed any investment, is whether it creates value for shareholders. But few marketing investments are evaluated from this perspective. Increasingly, boards of directors and city analysts the world over are dissatisfied with this lack of accountability. Cranfield School ...

Fashion marketing

contemporary issues

A collection of international contributions from renowned academics and practitioners from the UK, USA and China, the second edition of "Fashion Marketing" has been revised and expanded to incorporate the major changes in the fashion industry since 2001. This edition integrates everything on fashion marketing ...

Team sports marketing

Some might argue that sports marketing is a mere subfield of marketing, meaning that there are theoretical and practical dimensions that apply only to sports marketing and are only of interest to those involved in sports. In "Team Sports Marketing", author Kirk Wakefield dispels this ...

Business-to-business marketing

Is there really a difference between business-to-business marketing and consumer marketing? This book helps students answer this question by examining views that argue B2B marketing is simply a variant of consumer marketing or is only concerned with inter-organizational relationship management. Written from an European perspective ...

Implementing CRM

from technology to knowledge

Firms are continually seeking new ways to forge close relationships with their most valuable customers. With recent advances in networking and database management, firms have both the motivation and the means for improving their Customer Relationship Management (CRM) strategies. This book focuses on the actuality ...

Marketing en empresas de servicios

Combinando rigor y humor, esta guía práctica es una herramienta que ayuda a los directores comerciales y jefes de ventas en su actividad principal, la planificación de las ventas y su ejecución.. . . Ayudándose de múltiples citas de diferentes autores de todos los tiempos, han demostrado ...

La economía Long Tail

de los mercados de masas al triunfo de lo minoritario

Con la llegada de Internet, un nuevo fenómeno invade el mercado, la industria y la sociedad. Se trata de la "larga cola", término acuñado por Chris Anderson y que resuena ya en los medios de comunicación de todo el mundo. La "larga cola" es la ...

Herramientas de marketing

las 10 estrategias para triunfar

El marketing es un proceso que involucra a numerosas personas: desde los propios clientes, hasta proveedores, accionistas y a todo el personal de la empresa. Este manual describe las cuestiones esenciales y las herramientas básicas para todo aquel que quiera conocer los conceptos fundamentales del ...

Marketing revolution

How is the marketing process managed in companies across the world? And how can it be improved? "Marketing Revolution" answers these questions and more, by drawing on international research and analysis from leading consultants, academics and practitioners, and from the authors' insight into the revolutionary ...

Market-driven management

strategic and operational marketing

Taking a market orientation approach, "Market-Driven Management" challenges the traditional concept of the 4Ps and the 'functional' role of marketing departments. The author enlarges the market definition to embrace all the key market players, including competitors, distributors and prescribers as well as the various customer ...