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El Sector De La Moda Imagen De Marca Y Posicionamiento
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Book Synopsis El sector de la moda, imagen de marca y posicionamiento by : Carmen Revuelta Aristi
Download or read book El sector de la moda, imagen de marca y posicionamiento written by Carmen Revuelta Aristi and published by . This book was released on 2017 with total page 97 pages. Available in PDF, EPUB and Kindle. Book excerpt: La moda es arte, creación y tendencia, pero además, resulta un importante motor económico para muchos países, ya que engloba múltiples actividades económicas que van desde la fabricación de fibras textiles hasta la comercialización del producto final en tienda. Es en esta última actividad donde actúan las estrategias de marketing. En este sentido, es interesante tratar el tema de la moda desde la perspectiva del marketing, estudiando como imagen de marca y posicionamiento actúan e influyen en la forma que tienen los individuos de percibir el mercado. En primer lugar, desde el plano teórico, se estudiarán los conceptos de marca corporativa, profundizando en imagen y posicionamiento. Además, se examinará el sector de la moda, desde su historia, tipos, datos económicos en España, así como el comportamiento del consumidor de ropa y la aplicación de los anteriores conceptos de imagen de marca y posicionamiento en el mismo. En segundo lugar, desde el plano práctico, se realizará un estudio del posicionamiento perceptual que tienen los consumidores españoles sobre las marcas de ropa fast-fashion más relevantes de España. Para finalizar, en el trabajo se presentarán las conclusiones obtenidas de todo lo anterior. Palabras clave: imagen de marca, posicionamiento perceptual, comportamiento del consumidor, sector de la moda.
Book Synopsis Influencia del marketing y la comunicación en la imagen de marca. Caso práctico del sector de la moda by : Cristina Rodríguez Marcos
Download or read book Influencia del marketing y la comunicación en la imagen de marca. Caso práctico del sector de la moda written by Cristina Rodríguez Marcos and published by . This book was released on 2018 with total page 67 pages. Available in PDF, EPUB and Kindle. Book excerpt: En este Trabajo Fin de Grado se analiza la influencia del marketing y la comunicación en la imagen de marca en las empresas. En primer lugar se estudian los conceptos teóricos sobre identidad, imagen y comunicación corporativa aplicados al caso particular de las empresas del sector de la moda. Por otra parte se realiza una investigación de mercados sobre unas determinadas empresas del sector de la moda para identificar los atributos que se relacionan a cada marca, conocer la opinión acerca de los productos y así determinar la percepción de cada una de las marcas a través de un mapa de posicionamiento. En último lugar se exponen las conclusiones derivadas del estudio.
Book Synopsis MARKETING Y COMUNICACIÓN DE MODA by : Gema Martínez Navarro
Download or read book MARKETING Y COMUNICACIÓN DE MODA written by Gema Martínez Navarro and published by ESIC. This book was released on 2018-01-19 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: La moda es un sector fascinante. Realmente existen muy pocas personas a las que no les guste o atraiga la moda por una u otra razón. La moda nos aporta sensaciones, placeres y emociones, forma parte de nuestro tiempo de ocio y nos ayuda a expresar nuestra personalidad, nuestros valores y nuestra forma de sentirnos y entender la vida. Pero más allá de estas sensaciones, es un sector en continuo cambio y un motor de crecimiento económico en muchos países. En los últimos tiempos está siendo objeto de estudio y análisis tanto por académicos como profesionales del sector, dada su importancia dentro de la economía global. El mundo de la moda ha cambiado mucho en los últimos años debido al boom de las nuevas tecnologías, lo que ha producido profundos cambios en la forma en la que marcas y consumidores nos relacionamos. La presente obra analiza las estrategias de marketing y comunicación en el mercado de la moda desde un punto de vista analítico pero también muy práctico porque su objetivo es que el lector pueda tener una base teórica y conocer cómo se aplican las estrategias de marketing estratégico y operativo en el sector. Por otro lado, y dada la complejidad y amplitud del área de estudio, la obra tiene un enfoque práctico incluyendo ejemplos y lecturas para el debate con casos de marcas de moda que, con innovadoras ideas de negocio o estrategias, han conseguido llegar más que a la mente al corazón de los consumidores. Está pensado para aprender pero también para disfrutar leyéndolo por lo que la autora utiliza un lenguaje claro, sencillo y cercano evitando los tecnicismos puesto que, por encima de todo, se pretende que el lector pueda adentrarse en un mundo complejo pero fascinante y que año tras año nos sorprende con nuevas tendencias, estrategias y modelos de negocio que nos acercan cada vez más a las marcas de moda creando vínculos muy sólidos y estrechos.
Book Synopsis Imagen de marca y product placement by : Miguel Baños González
Download or read book Imagen de marca y product placement written by Miguel Baños González and published by ESIC Editorial. This book was released on 2012-05 with total page 188 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Estudios de imagen y posicionamiento by : Jesús Manyós Rodríguez
Download or read book Estudios de imagen y posicionamiento written by Jesús Manyós Rodríguez and published by Universo de Letras. This book was released on 2022-07-01 with total page 140 pages. Available in PDF, EPUB and Kindle. Book excerpt: Los estudios de imagen y posicionamiento permiten determinar lo que representa una marca, producto o servicio en la mente del consumidor, así como los atributos que la hacen distintiva, por lo que proporcionan información valiosa sobre la que se tomarán decisiones importantes. En el presente libro, se desarrolla un enfoque para la realización de estos estudios, basado en la experiencia y punto de vista del autor. La metodología propuesta no solo consiste en la determinación de atributos y la forma en que se asocian con la marca —mente—, sino también en la evaluación de otros aspectos que contribuyen a lograr una visión más amplia de cómo es percibida, así como lo que representa en el corazón del consumidor —el sentimiento que genera en este—. Mente y corazón brindan una perspectiva más profunda de la forma en que la marca se conecta con el consumidor.
Book Synopsis Situación y evolución del mercado de la moda by :
Download or read book Situación y evolución del mercado de la moda written by and published by . This book was released on 2014 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: La sociedad está regida por modas que en cierta forma dirigen nuestra vida diaria. La manera de vestirnos destaca sobremanera sobre las demás y será objeto de estudio en este proyecto. Analizaremos la evolución que ha tenido la moda de las prendas de vestir desde su comienzo hasta nuestros días, así como los patrones de moda y la transformación de las firmas de ropa que han visto como el paso de los años las ha dotado de personalidad. La crisis económica actual también hace mella en este sector. Por ello, se estudian las ventas en los últimos años de las marcas más relevantes de la industria además de las más importantes de cada región en el último año. El consumidor de moda ha cambiado debido a diversos factores por lo que es importante conocer sus hábitos de compra actuales, ya que éste es el activo más importante de una empresa y la moda, no olvidemos, parte de las necesidades del usuario. Palabras clave: moda, marcas, sector textil, consumidor, comportamiento de compra, comercio online, ropa, necesidades del consumidor, satisfacción, imagen de marca,
Book Synopsis Fashion Marketing Communications by : Gaynor Lea-Greenwood
Download or read book Fashion Marketing Communications written by Gaynor Lea-Greenwood and published by John Wiley & Sons. This book was released on 2013-03-18 with total page 231 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fashion is all about image. Consequently, fashion marketing communications – encompassing image management and public relations, branding, visual merchandising, publicity campaigns, handling the media, celebrity endorsement and sponsorship, crisis management etc. – have become increasingly important in the fashion business. This textbook for students of fashion design, fashion marketing, communications and the media sets out all that they need for the increasing number of courses in which the subject is a part.
Book Synopsis The Woman's Dress for Success Book by : John T. Molloy
Download or read book The Woman's Dress for Success Book written by John T. Molloy and published by Grand Central Publishing. This book was released on 1977 with total page 198 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The New New Journalism by : Robert Boynton
Download or read book The New New Journalism written by Robert Boynton and published by Vintage. This book was released on 2007-12-18 with total page 494 pages. Available in PDF, EPUB and Kindle. Book excerpt: Forty years after Tom Wolfe, Hunter S. Thompson, and Gay Talese launched the New Journalism movement, Robert S. Boynton sits down with nineteen practitioners of what he calls the New New Journalism to discuss their methods, writings and careers. The New New Journalists are first and foremost brilliant reporters who immerse themselves completely in their subjects. Jon Krakauer accompanies a mountaineering expedition to Everest. Ted Conover works for nearly a year as a prison guard. Susan Orlean follows orchid fanciers to reveal an obsessive subculture few knew existed. Adrian Nicole LeBlanc spends nearly a decade reporting on a family in the South Bronx. And like their muckraking early twentieth-century precursors, they are drawn to the most pressing issues of the day: Alex Kotlowitz, Leon Dash, and William Finnegan to race and class; Ron Rosenbaum to the problem of evil; Michael Lewis to boom-and-bust economies; Richard Ben Cramer to the nitty gritty of politics. How do they do it? In these interviews, they reveal the techniques and inspirations behind their acclaimed works, from their felt-tip pens, tape recorders, long car rides, and assumed identities; to their intimate understanding of the way a truly great story unfolds. Interviews with: Gay Talese Jane Kramer Calvin Trillin Richard Ben Cramer Ted Conover Alex Kotlowitz Richard Preston William Langewiesche Eric Schlosser Leon Dash William Finnegan Jonathan Harr Jon Krakauer Adrian Nicole LeBlanc Michael Lewis Susan Orlean Ron Rosenbaum Lawrence Weschler Lawrence Wright
Book Synopsis From Production to Consumption by : Marco Pedroni
Download or read book From Production to Consumption written by Marco Pedroni and published by Inter-Disciplinary.Net. This book was released on 2013 with total page 203 pages. Available in PDF, EPUB and Kindle. Book excerpt: The book analyses fashion as a 'cultural industry' where production and consumption meet each other and explores processes and people whose work connects the two dimensions, making the materiality of clothes a doorway to join the immaterial horizons of fashion.
Download or read book International Textiles written by and published by . This book was released on 1999 with total page 468 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Fashioning the City by : Agnès Rocamora
Download or read book Fashioning the City written by Agnès Rocamora and published by Bloomsbury Publishing. This book was released on 2009-04-30 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: While much attention has been paid to the making of Paris in the work of writers and artists, little is known about the city as defined and created by the fashion media. Filling this gap in studies of the French capital, this original and illuminating book focuses on how the French fashion press - with its rich conjunction of words and images - has been able to construct Paris as a leading world fashion city.Based in an original analysis of fashion writing and images in contemporary French fashion magazines and newspapers, the book shows how the fashion media have been central to the consecration of the city of Paris on the fashion map, as well as its celebration in the collective imaginary. Agnes Rocamora explores, for example, the figures of 'la Parisienne' and 'la passante' (the female passer by), and the presence of the Eiffel tower in fashion visuals. She gives attention to the continuum between the French journalistic discourse and that of cultural forms such as films, paintings and literature, thus revealing the persistence across texts and time of visions of Paris and shedding light on the production and reproduction of the Paris myth.
Book Synopsis Fundamentals of Marketing by : Miguel Santesmases Mestre
Download or read book Fundamentals of Marketing written by Miguel Santesmases Mestre and published by . This book was released on 2011 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the English edition of the first marketing book in Spanish to be adapted to the European Space for Higher Education, which has been written with the new requirements of the recent official degrees in mind. In addition to its theoretical presentation illustrated with many examples, each chapter starts with a business situation, and closes with a case study with practice topics, key terms and review questions, along with related Internet links and specific bibliography. In addition, teachers and students are provided with complementary on-line material on the book’s website: www.miguelsantesmases.com/fm.htm This textbook presents the fundamentals of marketing, the market, the consumer’s environment and behaviour, the marketing research, and the information systems. It later goes deeper into the marketing tools (product and services management, pricing, communication, sales, distribution and, lastly, the marketing plan), all supported by examples and case studies. Chapters dealing with relationship marketing, customer relations management, new communication technologies and emerging marketing techniques have also been included. Fundamentals of Marketing offers a modern approach, adapted to the new teaching methodologies which will make both the teaching and learning of the principles of marketing much easier.
Book Synopsis Teaching Tech Together by : Greg Wilson
Download or read book Teaching Tech Together written by Greg Wilson and published by CRC Press. This book was released on 2019-10-08 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: Hundreds of grassroots groups have sprung up around the world to teach programming, web design, robotics, and other skills outside traditional classrooms. These groups exist so that people don't have to learn these things on their own, but ironically, their founders and instructors are often teaching themselves how to teach. There's a better way. This book presents evidence-based practices that will help you create and deliver lessons that work and build a teaching community around them. Topics include the differences between different kinds of learners, diagnosing and correcting misunderstandings, teaching as a performance art, what motivates and demotivates adult learners, how to be a good ally, fostering a healthy community, getting the word out, and building alliances with like-minded groups. The book includes over a hundred exercises that can be done individually or in groups, over 350 references, and a glossary to help you navigate educational jargon.
Book Synopsis Learning to Industrialize by : Sanjaya Lall
Download or read book Learning to Industrialize written by Sanjaya Lall and published by Springer. This book was released on 1987-09-04 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Fashion Marketing written by Mike Easey and published by John Wiley & Sons. This book was released on 2009-03-16 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: ‘Clothing that is not purchased or worn is not fashion’ (to paraphrase Armani) Knowledge of marketing is essential to help ensure success and reduce the risk of failure in fashion. For the designer starting up in business, this book offers a guide to the major decisions that will enable you to fulfil your creative potential and be a financial success: What are the major trends we should be monitoring?; How should we set our prices?; What is the most effective way to get our message across about the new product range?; Which colour-wash will be the most popular with buyers? Marketing is now a firmly established element of most fashion and clothing courses. Fashion Marketing is written to meet students’ requirements and has many features making it essential reading for anyone involved in the fashion and clothing business: · deals with contemporary issues in fashion marketing · up-to-date examples of global good practice · exclusively about fashion marketing · a unique contribution on range planning with a practical blend of sound design sense and commercial realism · a balance of theory and practice, with examples to illustrate key concepts · clear worked numerical examples to ensure that the ideas are easily understood and retained · over 50 diagrams · a glossary of the main fashion marketing terms and a guide to further reading · a systematic approach to fashion marketing, not hyperbole or speculation. The new edition has been updated throughout with new material on different promotional media, visual marketing and international marketing research; and new coverage of internal marketing, supply chain management, international marketing communications as well as the role of the internet. See www.blackwellpublishing.com/easey for supporting pack for tutors, including PowerPoint slides for each chapter plus ideas and exercises for seminars.
Download or read book The Corporate Brand written by N. Ind and published by Springer. This book was released on 1997-06-06 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: What determines the strength of a corporate brand? And how can it be enhanced? A corporate brand conveys a company's reputation to its audience. It is about far more than names and logos. A successful corporate brand links the corporate name to the company's distinctive qualities such as service or value. This book's fundamental premise is that organisations should use all forms of communication - be they performance of products and services, the action of employees or advertising - to build interactive relationships with their audience. It shows how successful corporate brands build and maintain both 'corporate identity' and reputation.
