Comportamiento del consumidor

"Comportamiento del consumidor" de Schiffman y Kanuk ha definido los estándares para el estudio de la materia, lo cual lo convierte en el mejor libro que se haya publicado. En esta octava edición, se analizan las características del comportamiento del consumidor en su contexto actual ...

Investigación integral de mercados

decisiones sin incertidumbres

Este texto es uno de los pocos que conducen, a quienes desean poseer un extenso conocimiento de los resortes de la investigación integral de mercado, al dominio de una de las especialidades del marketing en sus múltiples y variadas ramificaciones, como es el complicado mecanismo ...

La distribución comercial en España

(Revista Economistas, Nº107, año 2005)

SUMARIO: EDITORIAL.- EN PORTADA: Las políticas públicas sobre comercio interior (José Montilla). Características y regulación del comercio minorista: una visión desde las grandes superficies (Javier Millán-Astray). Características y regulación del comercio minorista: una visión desde el pequeño comercio (Salvador Santos Campano). Efectos económicos de la ...

Marketing your service business

Services and Service Products are by their nature different from Goods -and require a different marketing approach. Compared to Goods,Services are more intangible,performance- oriented, closely tied to people and relationships. The author builds on his previous book Mastering marketing to examine the key ...

Fundamentos del marketing

Brand it like Beckham

the story of how brand Beckham was built

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

International retail marketing

a case study approach

International Retail Marketing combines a broad thematic overview of the key issues concerning international retail marketing with a series of incisive cases and examples of industry practice from markedly different sectors as fashion, food and healthcare. The authors provide an accessible and wide-ranging outline of ...

Introduction to marketing

theory and practice

'Introduction to Marketing' provides a concise introduction to the principles of marketing, offering both critical analysis and applied case studies. Combining academic credibility with an established reputation for his clear writing style, Palmer's book is ideal as a one- semester introductory title for students ...

Harrap's marketing

dictionary-diccionario: english-spanish/español-inglés

CEM (Customer Experience Management)

cómo optimar la gestión de la experiencia del cliente

Merchandising

Plan de mercadotecnia

Marketing estratégico

El contrato de seguro

Culture and positioninig as determinants of strategy

personality and the business organization

Strategic positioning is the assertion of an organizations personality on decisions of how and where to compete, it determines competitive position in the market place and differentiates the offering to the market. Operational positioning is an exercise in communication that concentrates on perception and image ...

Key concepts in marketing

Marketing strategy and competitive positioning

Marketing Strategy and Competitive Positioning deals with the process of developing and implementing a marketing strategy. The third edition focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage. INDICE

Marketing

essential principles, new realities

ÍNDICE: 1.What is marketing? .2.The business and marketing environment.3.Ethical marketing and social responsibility. 4.Buyer behaviour. 5.Segmenting, positioning and targeting.6.Marketing research. 7.Marketing and strategy .8.Products and brands .9.Price and pricing strategies .10.Promotion part 1 ...

Ten deadly marketing sins

signs and solutions

More than just an indictment of current marketing practices, Philip Kotler#s new book is a sweeping overview of the role and function of marketing in the modern corporation. Be sure to read it." #Al Ries, coauthor, The Origin of Brands: Discover the Natural Laws ...

Arts marketing

Arts Marketing focuses on a variety of sectors within the arts and addresses the way in which marketing principles are applied within these, outlining both the similarities and the differences that occur. Relating policy to practice, this contributed text demonstrates the most effective means of ...