Hacia Un Modelo De Posicionamiento De Marketing Internacional De Los Vinos De Espana

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Fundamentals of Marketing

Author : Miguel Santesmases Mestre
Publisher :
ISBN 13 : 9788436825435
Total Pages : 0 pages
Book Rating : 4.8/5 (254 download)

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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.

The Future of Tourism

Author : Eduardo Fayos-Solà
Publisher : Springer
ISBN 13 : 3319899414
Total Pages : 343 pages
Book Rating : 4.3/5 (198 download)

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Book Synopsis The Future of Tourism by : Eduardo Fayos-Solà

Download or read book The Future of Tourism written by Eduardo Fayos-Solà and published by Springer. This book was released on 2018-08-22 with total page 343 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents the foundations for the future of tourism in a structured and detailed format. The who-is-who of tourism intelligence has collaborated to present a definitive blueprint for tourism reflecting the role of science, market institutions, and governance in its innovation and sustainability. The book adopts a comprehensive approach, exploring recent research and the latest developments in practice to inform the reader about instruments and actions that can shape a successful future for tourism. Broad in scope, the book incorporates the perspectives of leading tourism academics, as well as the views of tourism entrepreneurs, destination managers, government officials, and civil leaders. The book is divided into three parts, the first of which addresses the scientific facets of innovation, analyzing the challenges and opportunities that technology provides for organic and disruptive developments in tourism, which will shape its future. In turn, the second part examines socio-cultural paradigms – with a view to dismantling traditional barriers to innovation. It also explores the role of heritage and the ethics of inclusiveness as drivers for sustainable tourism. The third part investigates new ways and means in governance and policy making for tourism. It introduces advances such as strategic positioning, symbiotic partnerships, and innovative management, and closes by presenting governance frameworks for an inclusive and sustainable future of tourism.

National Image and Competitive Advantage

Author : Eugene D. Jaffe
Publisher : Copenhagen Business School Press
ISBN 13 :
Total Pages : 194 pages
Book Rating : 4.E/5 ( download)

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Book Synopsis National Image and Competitive Advantage by : Eugene D. Jaffe

Download or read book National Image and Competitive Advantage written by Eugene D. Jaffe and published by Copenhagen Business School Press. This book was released on 2001 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book features in-depth analyses of interactions between brand, country and product images; real-life examples of country branding; and guidelines for managerial action, making it a usful resource for students of International Marketing, International Business and Consumer Behaviour as well as for international marketing managers, industry leaders and government officials. Subjects covered include: Consumers' perception of countries as sources for brands and products; how to utilize country try image by the firm; how to manage national promotion campaigns of country image; country of origin labeling requirements; the use of the made-in label as a trade barrier; and the future role of brand and country images in the age of eCommerce. Eugene D. Jaffe is Professor and Israel D. Nebenzahl is Associate Professor, both at the Graduate School of Business Administration, Bar-Ilan University, Israel.

Accessible Tourism

Author : Dimitrios Buhalis
Publisher : Channel View Publications
ISBN 13 : 1845411609
Total Pages : 337 pages
Book Rating : 4.8/5 (454 download)

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Book Synopsis Accessible Tourism by : Dimitrios Buhalis

Download or read book Accessible Tourism written by Dimitrios Buhalis and published by Channel View Publications. This book was released on 2011 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inclusion, disability, an ageing population and tourism are increasingly important areas of study due to their implications for both tourism demand and supply. This book therefore sets out to explore and document the current theoretical approaches, foundations and issues in the study of accessible tourism. In drawing together the contributions to this volume the editors have applied broader social constructionist approaches to understanding the accessible tourism phenomena. Accessible tourism, as with any area of academic study is an evolving field of academic research and industry practice. As with other areas of tourism, the field is multidisciplinary, and is influenced by various disciplines including geography, disability studies, economics, public policy, psychology and marketing. "As one would expect from two scholars at the height of their academic abilities, Dimitrios Buhalis and Simon Darcy have delivered a timely and much needed contribution to the under-served area of accessible tourism. Harnessing the best conceptual developments on the topic, Accessible Tourism is a scholarly yet hugely readable collection and readily communicates the various contributors' passion for and command of their subject. This collection is a must have text for anyone engaged in the theory, practice and policy of accessible tourism and will be essential reading on undergraduate and postgraduate courses across a range of disciplines and fields. I cannot speak highly enough of this endeavour and I'm sure it will take accessible tourism and universal design debates into the mainstream of academic enquiry and industry practice." Professor Nigel Morgan, The Welsh Centre for Tourism Research, University of Wales Institute, Cardiff, Wales

Defining Marketing

Author : Christian Grönroos
Publisher :
ISBN 13 :
Total Pages : 9 pages
Book Rating : 4.:/5 (614 download)

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Book Synopsis Defining Marketing by : Christian Grönroos

Download or read book Defining Marketing written by Christian Grönroos and published by . This book was released on 1989 with total page 9 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Consumption Culture in Europe: Insight into the Beverage Industry

Author : Santos, Carmen R.
Publisher : IGI Global
ISBN 13 : 1466628588
Total Pages : 414 pages
Book Rating : 4.4/5 (666 download)

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Book Synopsis Consumption Culture in Europe: Insight into the Beverage Industry by : Santos, Carmen R.

Download or read book Consumption Culture in Europe: Insight into the Beverage Industry written by Santos, Carmen R. and published by IGI Global. This book was released on 2013-01-31 with total page 414 pages. Available in PDF, EPUB and Kindle. Book excerpt: Although studies indicate the assumption of one single European market, other research emphasizes European countries have distinct market identities. Meanwhile, as individual countries begin to have a more widespread understanding of culture, global culture still remains unshared between countries. Consumption Culture in Europe: Insight into the Beverage Industry brings the most relevant theories about culture and European market segmentation as well as providing updated data for the evaluation and analyses of the European consumption patterns in the beverage market. This comprehensive collection is an essential tool for policy-makers and those interested in end-markets and consumer affairs.

The SAGE Handbook of Architectural Theory

Author : C. Greig Crysler
Publisher : SAGE
ISBN 13 : 1473971160
Total Pages : 1012 pages
Book Rating : 4.4/5 (739 download)

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Book Synopsis The SAGE Handbook of Architectural Theory by : C. Greig Crysler

Download or read book The SAGE Handbook of Architectural Theory written by C. Greig Crysler and published by SAGE. This book was released on 2012-01-20 with total page 1012 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Offers an intense scholarly experience in its comprehensiveness, its variety of voices and its formal organization... the editors took a risk, experimented and have delivered a much-needed resource that upends the status-quo." - Architectural Histories, journal of the European Architectural History Network "Architectural theory interweaves interdisciplinary understandings with different practices, intentions and ways of knowing. This handbook provides a lucid and comprehensive introduction to this challenging and shifting terrain, and will be of great interest to students, academics and practitioners alike." - Professor Iain Borden, UCL Bartlett School of Architecture "In this collection, architectural theory expands outward to interact with adjacent discourses such as sustainability, conservation, spatial practices, virtual technologies, and more. We have in The Handbook of Architectural Theory an example of the extreme generosity of architectural theory. It is a volume that designers and scholars of many stripes will welcome." - K. Michael Hays, Eliot Noyes Professor of Architectural Theory, Harvard University The SAGE Handbook of Architectural Theory documents and builds upon the most innovative developments in architectural theory over the last two decades. Bringing into dialogue a range of geographically, institutionally and historically competing positions, it examines and explores parallel debates in related fields. The book is divided into eight sections: Power/Difference/Embodiment Aesthetics/Pleasure/Excess Nation/World/Spectacle History/Memory/Tradition Design/Production/Practice Science/Technology/Virtuality Nature/Ecology/Sustainability City/Metropolis/Territory. Creating openings for future lines of inquiry and establishing the basis for new directions for education, research and practice, the book is organized around specific case studies to provide a critical, interpretive and speculative enquiry into the relevant debates in architectural theory.

Cultural Tourism

Author : bob Mckercher
Publisher : Routledge
ISBN 13 : 1136615148
Total Pages : 274 pages
Book Rating : 4.1/5 (366 download)

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Book Synopsis Cultural Tourism by : bob Mckercher

Download or read book Cultural Tourism written by bob Mckercher and published by Routledge. This book was released on 2012-10-02 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: Examine cultural tourism issues from both sides of the industry! Unique in concept and content, Cultural Tourism: The Partnership Between Tourism and Cultural Heritage Management examines the relationship between the sectors that represent opposite sides of the cultural tourism coin. While tourism professionals assess cultural assets for their profit potential, cultural heritage professionals judge the same assets for their intrinsic value. Sustainable cultural tourism can only occur when the two sides form a true partnership based on understanding and appreciation of each other's merits. The authors--one, a tourism specialist, the other, a cultural heritage management expert--present a model for a working partnership with mutual benefits, integrating management theory and practice from both disciplines. Cultural Tourism is the first book to combine the different perspectives of tourism management and cultural heritage management. It examines the role of tangible (physical evidence of culture) and intangible (continuing cultural practices, knowledge, and living experiences) heritage, describes the differences between cultural tourism products and cultural heritage assets, and develops a number of conceptual models, including a classification system for cultural tourists, indicators of tourism potential at cultural and heritage assets, and assessment criteria for cultural and heritage assets with tourism potential. Cultural Tourism examines the five main constituent elements involved in cultural tourism: cultural and heritage assets in tourism sites such as the Royal Palace in Bangkok, the Cook Islands, and Alcatraz Prison in San Francisco. tourism--what it is, how it works, and what makes it a success five different types of cultural tourists consumption of products, value adding, and commodification integrating the first four elements to satisfy the tourist, meet the needs of the tourism industry, and conserve the intrinsic value of the asset Though tourism and cultural heritage management professionals have mutual interests in the management, conservation, and presentation of cultural and heritage assets, the two sectors operate on parallel planes, maintaining an uneasy partnership with surprisingly little dialogue. Cultural Tourism provides professionals and students in each field with a better understanding of their own roles in the partnership, bridging the gap via sound planning, management, and marketing to produce top-quality, long-lasting cultural tourism products. Now translated into simplified Chinese.

The Transformation of Economic Life under the Roman Empire

Author : Lukas de Blois
Publisher : BRILL
ISBN 13 : 9004401628
Total Pages : 288 pages
Book Rating : 4.0/5 (44 download)

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Book Synopsis The Transformation of Economic Life under the Roman Empire by : Lukas de Blois

Download or read book The Transformation of Economic Life under the Roman Empire written by Lukas de Blois and published by BRILL. This book was released on 2019-05-28 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Did a Roman imperial economy exist under the Late Republic, the Roman Principate and the Later Roman Empire? And if so, what type of economy was it? Another equally important question is: did the Roman Empire, by specific actions, the creation of infrastructures, or its very existence, trigger a transformation of economic life in the regions which it dominated? Or was the Empire a marginal affair in the regions that belonged to it, and did economic developments take their own course, independently of the Empire? Questions like these, which are of great consequence to any student of Roman history, archaeology, and Roman law, are treated in this volume, which in its successive parts focuses on: 1. The character of the Roman economy. 2. Economic life in particular regions of the Roman Empire. 3. The economy of the Later Roman Empire.

Hosts and Guests Revisited

Author : Valene L. Smith
Publisher :
ISBN 13 : 9781882345281
Total Pages : 0 pages
Book Rating : 4.3/5 (452 download)

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Book Synopsis Hosts and Guests Revisited by : Valene L. Smith

Download or read book Hosts and Guests Revisited written by Valene L. Smith and published by . This book was released on 2001 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Basques in the Philippines

Author : Marciano R. De Borja
Publisher : University of Nevada Press
ISBN 13 : 0874178916
Total Pages : 408 pages
Book Rating : 4.8/5 (741 download)

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Book Synopsis Basques in the Philippines by : Marciano R. De Borja

Download or read book Basques in the Philippines written by Marciano R. De Borja and published by University of Nevada Press. This book was released on 2012-06-12 with total page 408 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Basques played a remarkably influential role in the creation and maintenance of Spain’s colonial establishment in the Philippines. Their skills as shipbuilders and businessmen, their evangelical zeal, and their ethnic cohesion and work-oriented culture made them successful as explorers, colonial administrators, missionaries, merchants, and settlers. They continued to play prominent roles in the governance and economy of the archipelago until the end of Spanish sovereignty, and their descendants still contribute in significant ways to the culture and economy of the contemporary Philippines. This book offers important new information about a little-known aspect of Philippine history and the influence of Basque immigration in the Spanish Empire, and it fills an important void in the literature of the Basque diaspora.

Museum Theory

Author : Andrea Witcomb
Publisher : John Wiley & Sons
ISBN 13 : 1119796555
Total Pages : 648 pages
Book Rating : 4.1/5 (197 download)

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Book Synopsis Museum Theory by : Andrea Witcomb

Download or read book Museum Theory written by Andrea Witcomb and published by John Wiley & Sons. This book was released on 2020-11-17 with total page 648 pages. Available in PDF, EPUB and Kindle. Book excerpt: MUSEUM THEORY EDITED BY ANDREA WITCOMB AND KYLIE MESSAGE Museum Theory offers critical perspectives drawn from a broad range of disciplinary and intellectual traditions. This volume describes and challenges previous ways of understanding museums and their relationship to society. Essays written by scholars from museology and other disciplines address theoretical reflexivity in the museum, exploring the contextual, theoretical, and pragmatic ways museums work, are understood, and are experienced. Organized around three themes—Thinking about Museums, Disciplines and Politics, and Theory from Practice/Practicing Theory—the text includes discussion and analysis of different kinds of museums from various, primarily contemporary, national and local contexts. Essays consider subjects including the nature of museums as institutions and their role in the public sphere, cutting-edge museum practice and their connections with current global concerns, and the links between museum studies and disciplines such as cultural studies, anthropology, and history.

Nutrigenetics

Author : Dolores Corella
Publisher : MDPI
ISBN 13 : 3038429953
Total Pages : 231 pages
Book Rating : 4.0/5 (384 download)

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Book Synopsis Nutrigenetics by : Dolores Corella

Download or read book Nutrigenetics written by Dolores Corella and published by MDPI. This book was released on 2018-07-10 with total page 231 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is a printed edition of the Special Issue "Nutrigenetics" that was published in Nutrients

Engaging Consumers Through Branded Entertainment and Convergent Media

Author : José Martí Parreño
Publisher : Business Science Reference
ISBN 13 : 9781466683426
Total Pages : 0 pages
Book Rating : 4.6/5 (834 download)

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Book Synopsis Engaging Consumers Through Branded Entertainment and Convergent Media by : José Martí Parreño

Download or read book Engaging Consumers Through Branded Entertainment and Convergent Media written by José Martí Parreño and published by Business Science Reference. This book was released on 2015 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book provides an interdisciplinary approach to connecting with the consumer through branding strategies in the entertainment and media fields, featuring information regarding emergent research and techniques"--

Event Studies

Author : Donald Getz
Publisher : Routledge
ISBN 13 : 1317481607
Total Pages : 514 pages
Book Rating : 4.3/5 (174 download)

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Book Synopsis Event Studies by : Donald Getz

Download or read book Event Studies written by Donald Getz and published by Routledge. This book was released on 2016-02-22 with total page 514 pages. Available in PDF, EPUB and Kindle. Book excerpt: Event Studies is the only book devoted to developing knowledge and theory about planned events. It focuses on event planning and management, outcomes, the experience of events and the meanings attached to them, the dynamic processes shaping events and why people attend them. This title draws from a large number of foundation disciplines and closely related professional fields, to foster interdisciplinary theory focused on planned events. It brings together important discourses on events including event management, event tourism, and the study of events within various disciplines that are able to shed light on the roles, importance and impacts of events in society and culture. New to this edition: New sections on social and intangible influences, consumer psychology and legal environment, planning and policy framework to reflect recent developments in the field Extended coverage of philosophy and research methods and how they can best be used in event studies; social media as a marketing tool; and the class and cultural influences of events New and additional case studies throughout the book from a wide range of international events Companion website to include PowerPoint slides and updated Instructor’s Manual including suggested lecture outlines and sequence, quizzes per chapter and essay questions.

MARKETING DEL VINO. Estrategia, valor y digitalización

Author : Ruiz Santolaya, Alfredo
Publisher : ESIC
ISBN 13 : 8419480746
Total Pages : 403 pages
Book Rating : 4.4/5 (194 download)

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Book Synopsis MARKETING DEL VINO. Estrategia, valor y digitalización by : Ruiz Santolaya, Alfredo

Download or read book MARKETING DEL VINO. Estrategia, valor y digitalización written by Ruiz Santolaya, Alfredo and published by ESIC. This book was released on 2023-03-23 with total page 403 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tienes en tus manos un libro cuya esencia es la neurocomunicación, como si fuera el kilómetro cero del marketing, allí donde se crea el valor de todos esos maravillosos vinos que tenemos en la cabeza. Hablaremos a través de sus páginas de los experimentos de Frederic Brochet, con sus vinos baratos que parecían caros; de la excelente propuesta sobre neuromarketing de Roberto M. Álvarez del Blanco; desmontaremos la falsedad del dicho popular «sobre gustos no hay nada escrito»... ¡Ah!, y evocaremos el famoso vino de los ángeles. Además, disfrutaremos de un recorrido por más de 70 casos de bodegas, a través del corazón de grandes marcas y pequeñas propuestas diferenciales. Todo ello sumado a numerosas entrevistas y reflexiones de diversos profesionales del sector. Y ante la pregunta de «¿cómo crear valor?», aplicaremos lo que los grandes gurús de la estrategia —Kotler, Porter, Ries, Trout, Aaker— nos han recomendado. Nos pasearemos por la place de Bordeaux, vendiendo vinos de mil euros. Viajaremos a Taiwán, Italia, Hungría, Canadá, Georgia… Escucharemos a George Armitage cuando reduce los estímulos de comunicación de 5 a 9, y nos preguntaremos «¿qué tengo que eliminar?». Y para los profesionales del marketing, descubriremos cómo la espiral de Fibonacci genera excelentes piezas de comunicación, buenas etiquetas y mejores fotos. Para terminar, hablaremos del concepto «medida del rendimiento » en el apartado comercial. Y todo esto, además, lo haremos digital, porque la digitalización ha llegado para quedarse. En resumen, un libro para disfrutar, anotar y aplicar. Y, ante todo, ¡que vivan los buenos vinos!

Essential Quantitative Methods

Author : Les Oakshott
Publisher : Red Globe Press
ISBN 13 : 9781137518552
Total Pages : 0 pages
Book Rating : 4.5/5 (185 download)

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Book Synopsis Essential Quantitative Methods by : Les Oakshott

Download or read book Essential Quantitative Methods written by Les Oakshott and published by Red Globe Press. This book was released on 2016-01-20 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This concise and accessible textbook covers all of the key quantitative methods needed to solve everyday business problems. Les Oakshott’s clear and friendly writing style guides students from basic statistics, through to advanced topics, such as hypothesis testing and time series, as well as operational research techniques such as linear programming and inventory management. Step-by-step instructions and accompanying activities will help students to practice and gain confidence in carrying out techniques. The book’s coverage is fully grounded within the real world of business. Real-life case studies open every chapter and numerous examples throughout demonstrate why quantitative techniques are needed for a business to be successful. An ideal textbook for undergraduate students of business, management and finance, it is also widely used by MBA students and postgraduates.