Marketing laterial

nuevas técnicas para encontrar las ideas más rompedoras

ÍNDICE: Introducción. 1. La evolución de los mercados y la dinámica competitiva. 2. Aspectos fuertes y débiles del pensamiento tradicional de marketing. 3. Innovaciones originadas dentro de un mercado: la forma más habitual de innovar. 4. Innovación originada fuera de un mercado determinado: una forma ...

How brands become icons

the principles of cultural branding

Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some ...

Brandscendence

three essential elements of enduring brands

There are many brands in the world and there are some that rise above the competition and distinguish themselves with their enduring success. These well known brands are on the journey to what branding expert and author Kevin A. Clark calls Brandscendence. How do brands ...

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 ...

Fundamentos de marketing turístico

El marketing turístico tiene como objetivo la comercialización de los productos y los servicios de las organizaciones que integran el sector. Para ello se centra en las peculiaridades propias del ámbito turístico: la interrelación que existe entre las empresas y los destinos, la elevada estacionalidad ...

Analysis for marketing planning

Analysis for marketing planning

Analysis for Marketing Planning, 6/e by Lehmann and Winer focuses on the analysis needed for sound Marketing decisions and is structured around the core marketing document the Marketing Plan. Whether studying Marketing strategy or Product/Brand Management decisions, students need to be able to ...

Marketing as strategy

understanding the CEO's Agenda for driving growth and innovation

In economic downturns, the marketing budget is often the first to get slashed. Why? Because many CEOs believe that marketing is unable to deliver results where it counts: the bottom line. Nirmalya Kumar argues that marketing¿s future depends on altering its function and mindset ...

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 ...

The professional services firm Bible

Spanning everything from legal firms and architects to fundraisers and dentists, the professional services industry continues to experience spectacular growth yet remains largely undocumented in business literature. Until now. The Professional Services Firm Bible is a sophisticated and comprehensive guide to running a highly productive ...

Enamore a sus clientes

guía para triunfar en la batalla del marketing del futuro

Harry Beckwith describe con claridad,perspicacia y sentido del humor la nueva era de la comunicación y la confusión en la que nos encontramos,y ofrece pautas al lector para destacar entre la multitud y dar satisfacción a las expectativas de los clientes y consumidores ...

The economics of retailing and distribution

This book provides a uniform and coherent approach to the analysis of distribution systems in general and retail systems in particular. It develops the fundamentals of retail demand and supply, and demonstrates how the provision of distribution services is a principal determinant of economic outcomes ...

Born to buy

the comercialized child and the new consumer culture

Ads aimed at kids are virtually everywhere -- in classrooms and textbooks, on the Internet, even at slumber parties and the playground. Product placement and other innovations have introduced more subtle advertising to movies and television. Companies are enlisting children as guerrilla marketers, targeting their friends ...

Los contratos en el marketing internacional

Con esta obra de consulta los autores pretenden ofrecer una aproximación, eminentemente práctica, a la gestión de los contratos desarrollados en el ejercicio del comercio que va más allá de las fronteras de los Estados, además de analizar las formas reconocidas por el derecho para ...

Brand America

the mother of all brands

America is more than just a country-it's the biggest brand the world has ever known.That's the argument of this provocative new book. Launched, managed and advertised like a global brand since the Declaration of Independence,America has deliberately marketed itself,its culture ...

Marketing management

text and cases

Designed for college- and graduate-level marketing students, Marketing Management: Text and Cases is also a valuable resource for anyone trying to market a product or service. This volume integrates understandable marketing concepts and techniques with useful tables, graphs, and exhibits. Three leading experts in marketing ...

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 information

a strategic guide for business and financial libraries

Marketing Information: A Strategic Guide for Business and Finance Libraries identifies and describes secondary published sources of information for typical marketing questions and research projects. Experts in the field offer a guided tour of the signposts and landmarks in the world of marketing information#highlighting ...

European perspectives in marketing

Europe is not a homogenous mass market. It is rather a heterogeneous market with substantial regional, country, and individual market differences. There are three major sub-markets: European Union (EU) countries, European Free Trade Area (EFTA) countries, and Eastern/Central European (ECE) countries (accession countries). Ten ...

The culting of brands

when customers become true believers

At first glance, companies like Apple and Nike have little in common with organizations like the Hell#s Angels and the Unification Church. But in reality, they all fulfill the main definition of a cult: They attract people who see themselves as different from the ...

Business market management

understanding, creating, and delivering value