Gestión de marcas

Con la creciente globalización de las marcas, se ha hecho esencial diferenciar los productos. Este libro le ofrece tas últimas ideas, expuestas por autores tan destacados como David A. Aaker y John A. Quelch, para maximizar el valor de sus marcas y de sus productos ...

Brands laid bare

using market research for evidence-based brand management

The way we relate to brands has changed. Once, brand management was about doing things to people, and choices were made by brand managers not consumers. Now the focus has shifted towards the customer, empowering them to make choices and treating them as individuals rather ...

Marketing the professional services firm

applying the principles and the science of marketing to the professions

Creating passion brands

getting to the heart of branding

Brands are at a crossroads. Today#s marketers face flat growth, regulated markets, rapacious retailers and cynical consumers. And yet some brands rise above the issues to ignite passionate advocacy in consumers and employees alike. These are the brands with the imagination to stand for ...

El marketing en el siglo XXI

claves y enigmas: (su aplicación a los productos complejos)

Indice: Introducción: las 12 ideas base de lo que significa ser una persona comercial. Las bases intrínsecas de la acción comercial: su proyección a los bienes industriales. La acción comercial de compra y la actuación de la persona comercial

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 ...

El grupo de discusión

manual de aplicación a la investigación social, comercial y comunicativa

Este es un libro que ofrece una visión completa del proceso de realización de una investigación mediante grupos de discusión. Con una terminología clara y concisa, introduce al lector en los aspectos clave para la planificación, realización y análisis de los resultados de un estudio ...

Marketing management

a strategic, decision-making approach

Marketing Management, 5/e by Mullins, Walker, Boyd, and Larreche is specifically designed for courses in which decision-focused cases are an important element and/or where student projects, such as the development of a marketing plan, are assigned. The concentration on strategic decision making sets ...

B®and

las marcas según Wally Olins

Las marcas son el fenómeno cultural por excelencia de nuestro tiempo y objeto de un debate a menudo banalizado por los prejuicios y las suposiciones frívolas. En este libro, el experto mundial Wally Olins desmonta la nueva ortodoxia de los partidarios No-Logo, quienes, a su ...

Service strategy

management moves for customer results

Looking at issues like segmentation, measurement, loyalty and people this book provides a systematic approach to service strategy, distilled from over twelve years work with over 100 companies. The second edition is thoroughly revised, adding even more practical advice, checklists and case studies as well ...

Brand it like Beckham

the story of how brand Beckham was built

A fascinating look at a truly iconic brand of our times.

International marketing

INDEX: Part I An Overview 1. The Scope and Challenge of International Marketing 2. The Dynamic Environment of International Trade Part II The Cultural Environment of Global Markets 3. History and Geography: The Foundations of Culture 4. Cultural Dynamics in Assessing Global Markets 5. Culture ...

The business of brands

This is not a 'how to' book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world's largest database of brand research, The Business of Brands outlines the ways ...

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 ...

Fade in

el libro rojo de la imagen

FADE IN es un término utilizado por los cineastas que se refiere a esa escena que empieza con la pantalla en negro y se va aclarando hasta mostrar las imágenes de la película. Gracias a Diego López Blanco, director de cine, este libro tiene titulo ...

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 ...

El contrato de seguro

Key marketing skills

strategies, tools and techniques for marketing success

Key Marketing Skills is not just another "introduction to marketing": it is a practical guide that provides professionals and students with vital information on successfully applying marketing strategies. Containing many new and improved chapters, numerous updated case studies for each chapter, and a CD-ROM including ...

Marketing social

teoría y práctica

El marketing social está contribuyendo de manera importante en el quehacer constante del bienestar de las comunidades y naciones. Con este libro las empresas del sector privado, con programas de responsabilidad social, se verán ampliamente beneficiadas, pues les ayudará a dirigir de manera estratégica, planificada ...