Mercados Culturales Doce Estudios De Marketing

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Mercados culturales. Doce estudios de marketing

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Author : Manuel Cuadrado García
Publisher : Editorial UOC
ISBN 13 : 8497889657
Total Pages : 211 pages
Book Rating : 4.4/5 (978 download)

Book Synopsis Mercados culturales. Doce estudios de marketing by : Manuel Cuadrado García

Download or read book Mercados culturales. Doce estudios de marketing written by Manuel Cuadrado García and published by Editorial UOC. This book was released on 2011-04-12 with total page 211 pages. Available in PDF, EPUB and Kindle. Book excerpt: ¿Percibe el público la oferta de una librería tal cual se plantea desde la dirección? ¿Cómo erradicar el problema del maltrato a libros en una biblioteca? ¿Produce la programación de un festival de cine algún efecto social? ¿De qué depende el éxito de la relación entre exhibidores teatrales y compañías? ¿Cuáles son las causas de la descarga gratuita de música? ¿Cómo valoran un festival de teatro de calle sus asistentes? ¿Qué mensaje proyectar para erradicar un problema en una biblioteca? ¿Qué efecto tiene la promoción de música a través de radiofórmulas? ¿Cómo valorar si están satisfechos los visitantes de una exposición? ¿Por qué la gente joven ha dejado de ir al cine? ¿Qué imagen tienen de un auditorio sus asistentes regulares? ¿Qué fuentes de financiación pueden utilizar los museos para conseguir más público? ? Este libro da respuesta a todas estas preguntas a través de 12 investigaciones de marketing realizadas en diferentes contextos culturales.

Festivals and the City

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Author : Andrew Smith
Publisher : University of Westminster Press
ISBN 13 : 1914386450
Total Pages : 310 pages
Book Rating : 4.9/5 (143 download)

Book Synopsis Festivals and the City by : Andrew Smith

Download or read book Festivals and the City written by Andrew Smith and published by University of Westminster Press. This book was released on 2022-08-23 with total page 310 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores how festivals and events affect urban places and public spaces, with a particular focus on their role in fostering inclusion. The ‘festivalisation’ of culture, politics and space in cities is often regarded as problematic, but this book examines the positive and negative ways that festivals affect cities by examining festive spaces as contested spaces. The book focuses on Western European cities, a particularly interesting context given the social and cultural pressures associated with high levels of in-migration and concerns over the commercialisation and privatisation of public spaces. The key themes of this book are the quest for more inclusive urban spaces and the contested geographies of festival spaces and places. Festivals are often used by municipal authorities to break down symbolic barriers that restrict who uses public spaces and what those spaces are used for. However, the rise of commercial festivals and ticketed events means that they are also responsible for imposing physical and financial obstacles that reduce the accessibility of city parks, streets and squares. Alongside addressing the contested effects of urban festivals on the character and inclusivity of public spaces, the book addresses more general themes including the role of festivals in culture-led regeneration. Several chapters analyse festivals and events as economic development tools, and the book also covers contested representations of festival cities and the ways related images and stories are used in place marketing. A range of cases from Western Europe are used to explore these issues, including chapters on some of the world’s most significant and contested festival cities: Venice, Edinburgh, London and Barcelona. The book covers a wide range of festivals, including those dedicated to music and the arts, but also events celebrating particular histories, identities and pastimes. A series of fascinating cases are discussed - from the Venice Biennale and Dublin Festival of History, to Rotterdam’s music festivals and craft beer festivals in Manchester. The diverse and innovative qualities of the book are also evident in the range of urban spaces covered: obvious examples of public spaces – such as parks, streets, squares and piazzas – are addressed, but the book includes chapters on enclosed public spaces (e.g., libraries) and urban blue spaces (waterways) too. This reflects the interpretation of public spaces as socio-material entities: they are produced informally through their use (including for festivals and events), as well as through their formal design and management.

Marketing cultural. SSCB0110

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Author : Estibaliz López Mariñelarena
Publisher : IC Editorial
ISBN 13 : 841184143X
Total Pages : 250 pages
Book Rating : 4.4/5 (118 download)

Book Synopsis Marketing cultural. SSCB0110 by : Estibaliz López Mariñelarena

Download or read book Marketing cultural. SSCB0110 written by Estibaliz López Mariñelarena and published by IC Editorial. This book was released on 2023-11-13 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: Libro especializado que se ajusta al desarrollo de la cualificación profesional y adquisición del certificado de profesionalidad "SSCB0110 - DINAMIZACIÓN, PROGRAMACIÓN Y DESARROLLO DE ACCIONES CULTURALES". Manual imprescindible para la formación y la capacitación, que se basa en los principios de la cualificación y dinamización del conocimiento, como premisas para la mejora de la empleabilidad y eficacia para el desempeño del trabajo.

Prácticas de marketing y estudios en los mercados de consumo

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Author :
Publisher : Comunicacion Científica
ISBN 13 : 6079104067
Total Pages : 167 pages
Book Rating : 4.0/5 (791 download)

Book Synopsis Prácticas de marketing y estudios en los mercados de consumo by :

Download or read book Prácticas de marketing y estudios en los mercados de consumo written by and published by Comunicacion Científica. This book was released on 2024-06-26 with total page 167 pages. Available in PDF, EPUB and Kindle. Book excerpt: El marketing está presente en la cotidianeidad del ser humano, inmerso en la vida habitual del individuo al navegar en redes sociales, en las calles, mientras se traslada a su centro de trabajo, en los alimentos que consume y en los lugares que visita. En este sentido, las organizaciones advierten los cambios que presenta el entorno para dar una respuesta mediante la generación de satisfactores acordes a las necesidades y deseos que demandan los mercados de consumo. De esta forma las prácticas contemporáneas de marketing, los mercados de consumo y las propuestas de valor contribuyen al desarrollo de la economía de las empresas, por esto se vuelve relevante analizarlas desde distintas perspectivas. Las prácticas del marketing expuestas en esta obra abordan temáticas diversas que van desde el análisis del marketing de nostalgia, en postres tradicionales en el ámbito local, hasta la identificación de factores en el comercio transfronterizo de alimentos de la región, pasando por estudios de localización de restaurantes, la caracterización de influencers gastronómicos en Sonora y el uso del merchandising en productos con sellos de advertencia. En la presente publicación se abordan diferentes escenarios del consumidor desde la óptica del marketing, en los cuales se observan diversas estrategias que en el transcurrir del tiempo han evolucionado y se han fusionado con enfoques éticos y de sustentabilidad. DOI: https://doi.org/10.52501/cc.168

MF1433_3--Marketing cultural

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Author : M? Carmen Gastalver Robles
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (13 download)

Book Synopsis MF1433_3--Marketing cultural by : M? Carmen Gastalver Robles

Download or read book MF1433_3--Marketing cultural written by M? Carmen Gastalver Robles and published by . This book was released on 2019 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Una vez finalizado el M?dulo ser? capaz de desarrollar acciones de comunicaci?n y marketing cultural. Analizar? el mercado de distintos productos culturales segmentando seg?n caracter?sticas y preferencias de distintos tipos de consumidores. Definir? acciones de marketing cultural, en relaci?n con los factores que intervienen en el dise?o de pol?ticas y campa?as de comunicaci?n, considerando los instrumentos habituales y los distintos tipos de objetivos y p?blicos a los que pretenda dirigirse. Desarrollar? acciones de marketing cultural vinculadas a un plan de marketing para productos intangibles. Desplegar? una campa?a de difusi?n de la programaci?n cultural para el p?blico potencial seg?n un plan de marketing mix propuesto. Aplicar? sistemas de control y seguimiento de las variables y acciones previstas en distintos tipos de planes de marketing. Analizar? la evoluci?n de una programaci?n cultural vinculada a las acciones de marketing. Tema 1. An?lisis de mercado de productos culturales 1.1. Caracterizaci?n de la programaci?n cultural 1.2. T?cnicas para el conocimiento del medio y de las organizaciones. 1.3. Supuesto pr?ctico 1 1.4. Supuesto pr?ctico 2 Tema 2. Planificaci?n de acciones de comunicaci?n y marketing cultural 2.1. T?cnicas de comunicaci?n en las actividades culturales 2.2. Tipolog?a de elementos que intervienen en la pol?tica de marketing 2.3. Procedimientos de elaboraci?n del plan de marketing 2.4. Supuesto pr?ctico Tema 3. Desarrollo de acciones de comunicaci?n y marketing cultural 3.1. Protocolos de coordinaci?n entre las acciones de marketing y los objetivos programados 3.2. Procedimientos de desarrollo de acciones de marketing cultural para productos intangibles 3.3. Metodolog?a para el desarrollo de campa?as de promoci?n de productos culturales 3.4. T?cnicas de an?lisis y selecci?n de medios de comunicaci?n 3.5. Supuesto pr?ctico Tema 4. Seguimiento y evaluaci?n de programas y acciones vinculados al marketing cultural 4.1. Sistem?tica de formulaci?n de objetivos de control del plan de marketing teniendo como referencia la consecuci?n de los objetivos 4.2. M?todos para el control y seguimiento de las decisiones y acciones en los planes de marketing 4.3. Metodolog?as para valorar el grado de satisfacci?n del cliente. 4.4. T?cnicas de seguimiento de presupuestos 4.5. Identificaci?n de variables de control en las acciones de marketing 4.6. Desarrollo de indicadores de impacto y eficacia de las acciones de marketing 4.7. Adaptaci?n de herramientas de c?lculo para su utilizaci?n en acciones de marketing cultural 4.8. T?cnicas de tabulaci?n e interpretaci?n de resultados 4.9. Aplicaci?n de medidas correctoras ante las desviaciones en el programa: planes de contingencia 4.10. Procedimientos para la detecci?n y gesti?n de implantaci?n acciones de mejora 4.11. Protocolos para la elaboraci?n, estructuraci?n y presentaci?n de informes de seguimiento con los resultados obtenidos, destinados a responsables de las pol?ticas culturales 4.12. Supuesto pr?ctico 1 4.13. Supuesto pr?ctico 2.

La cultura y su relación con el marketing y la investigación de mercados

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Author : Jorge Martín Castilla
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (15 download)

Book Synopsis La cultura y su relación con el marketing y la investigación de mercados by : Jorge Martín Castilla

Download or read book La cultura y su relación con el marketing y la investigación de mercados written by Jorge Martín Castilla and published by . This book was released on 2017 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: En el presente trabajo se aborda el estudio de la cultura, sus características y dimensiones, así como el concepto general de cultura y el modo en el que afecta a algunas de las ramas principales del marketing, como son el comportamiento del consumidor y la investigación de mercados. Consecuentemente, también analizamos y estudiamos en profundidad estos conceptos mencionados anteriormente a través de casos prácticos que nos ayudan a comprender los componentes y las dimensiones de la cultura y las semejanzas o diferencias que se pueden establecer entre los distintos países. De esta manera, podemos entender mejor cómo las compañías y empresas podrían actuar en esos contextos culturales desde el punto de vista del marketing y la investigación de mercados. Palabras clave: Cultura, Dimensiones, Marketing, Consumidores, Investigación.

Marketing cultural

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Author :
Publisher :
ISBN 13 :
Total Pages : 120 pages
Book Rating : 4.A/5 ( download)

Book Synopsis Marketing cultural by :

Download or read book Marketing cultural written by and published by . This book was released on 1998 with total page 120 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Incidencia de la Cultura sobre el Marketing Relacional practicado entre consumidores y tenderos en la tienda tradicional

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Author : Dagoberto Páramo Morales
Publisher : Lulu.com
ISBN 13 : 1291523677
Total Pages : 159 pages
Book Rating : 4.2/5 (915 download)

Book Synopsis Incidencia de la Cultura sobre el Marketing Relacional practicado entre consumidores y tenderos en la tienda tradicional by : Dagoberto Páramo Morales

Download or read book Incidencia de la Cultura sobre el Marketing Relacional practicado entre consumidores y tenderos en la tienda tradicional written by Dagoberto Páramo Morales and published by Lulu.com. This book was released on 2013-08-13 with total page 159 pages. Available in PDF, EPUB and Kindle. Book excerpt: Este libro es fruto de un trabajo de investigación sobre la contribución que han desarrollado las tiendas de barrio a la economía nacional colombiana.

Catalog

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Author : University of Texas. Library. Latin American Collection
Publisher :
ISBN 13 :
Total Pages : 752 pages
Book Rating : 4.3/5 (91 download)

Book Synopsis Catalog by : University of Texas. Library. Latin American Collection

Download or read book Catalog written by University of Texas. Library. Latin American Collection and published by . This book was released on 1969 with total page 752 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Publicidad contagiosa

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Author : Silvia Sivera
Publisher : Editorial UOC
ISBN 13 : 8491161414
Total Pages : 192 pages
Book Rating : 4.4/5 (911 download)

Book Synopsis Publicidad contagiosa by : Silvia Sivera

Download or read book Publicidad contagiosa written by Silvia Sivera and published by Editorial UOC. This book was released on 2016-06-30 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: El marketing viral se inoculó en el panorama profesional publicitario como una vacuna eficazy económica contra la supuesta inmunidad de las audiencias a los mensajes comerciales. Conseguir que fueran los consumidores quienes transmitieran los anuncios espontáneamente entre sus redes sociales se consideró la panacea en un mercado comunicativo sobresaturado. Sin embargo, la publicidad boca a oreja, basada en recomendaciones, ya conseguía el mismo objetivo desde tiempos ancestrales. Fueron las tecnologías de la información y de la comunicación (TIC) las que posibilitaron el salto exponencial hacia la publicidad viral y, en consecuencia, un cambio de magnitudes sin precedentes: los contenidos comerciales pasaban a ser compartibles a escala planetaria, a la velocidad de un clic.Este libro se centra en detectar las claves creativas comunes que detonaron el contagio de 651 vídeos publicitarios entre los usuarios de las redes sociales digitales.A partir de un constructo analítico formado por drivers creativos, cepas virales y la variable ambigüedad, se propone la fórmula V = cc (d+c) + a, como base inspiradora para crear publicidad altamente contagiosa.

The Orange Economy

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Author : Inter American Development Bank
Publisher : Inter-American Development Bank
ISBN 13 :
Total Pages : 242 pages
Book Rating : 4./5 ( download)

Book Synopsis The Orange Economy by : Inter American Development Bank

Download or read book The Orange Economy written by Inter American Development Bank and published by Inter-American Development Bank. This book was released on 2013-10-01 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: This manual has been designed and written with the purpose of introducing key concepts and areas of debate around the "creative economy", a valuable development opportunity that Latin America, the Caribbean and the world at large cannot afford to miss. The creative economy, which we call the "Orange Economy" in this book (you'll see why), encompasses the immense wealth of talent, intellectual property, interconnectedness, and, of course, cultural heritage of the Latin American and Caribbean region (and indeed, every region). At the end of this manual, you will have the knowledge base necessary to understand and explain what the Orange Economy is and why it is so important. You will also acquire the analytical tools needed to take better advantage of opportunities across the arts, heritage, media, and creative services.

Dividing the Isthmus

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Author : Ana Patricia Rodríguez
Publisher : University of Texas Press
ISBN 13 : 0292774583
Total Pages : 311 pages
Book Rating : 4.2/5 (927 download)

Book Synopsis Dividing the Isthmus by : Ana Patricia Rodríguez

Download or read book Dividing the Isthmus written by Ana Patricia Rodríguez and published by University of Texas Press. This book was released on 2009-08-17 with total page 311 pages. Available in PDF, EPUB and Kindle. Book excerpt: In 1899, the United Fruit Company (UFCO) was officially incorporated in Boston, Massachusetts, beginning an era of economic, diplomatic, and military interventions in Central America. This event marked the inception of the struggle for economic, political, and cultural autonomy in Central America as well as an era of homegrown inequities, injustices, and impunities to which Central Americans have responded in creative and critical ways. This juncture also set the conditions for the creation of the Transisthmus—a material, cultural, and symbolic site of vast intersections of people, products, and narratives. Taking 1899 as her point of departure, Ana Patricia Rodríguez offers a comprehensive, comparative, and meticulously researched book covering more than one hundred years, between 1899 and 2007, of modern cultural and literary production and modern empire-building in Central America. She examines the grand narratives of (anti)imperialism, revolution, subalternity, globalization, impunity, transnational migration, and diaspora, as well as other discursive, historical, and material configurations of the region beyond its geophysical and political confines. Focusing in particular on how the material productions and symbolic tropes of cacao, coffee, indigo, bananas, canals, waste, and transmigrant labor have shaped the transisthmian cultural and literary imaginaries, Rodríguez develops new methodological approaches for studying cultural production in Central America and its diasporas. Monumental in scope and relentlessly impassioned, this work offers new critical readings of Central American narratives and contributes to the growing field of Central American studies.

Geomarketing

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Author : Gérard Cliquet
Publisher : John Wiley & Sons
ISBN 13 : 1118614143
Total Pages : 236 pages
Book Rating : 4.1/5 (186 download)

Book Synopsis Geomarketing by : Gérard Cliquet

Download or read book Geomarketing written by Gérard Cliquet and published by John Wiley & Sons. This book was released on 2013-03-04 with total page 236 pages. Available in PDF, EPUB and Kindle. Book excerpt: This title describes the state of the art in all areas of spatial marketing, discussing the various constituents which make up the geography of markets. Demand varies according to location and can be measured according to revenue, the number of households, spending patterns and lifestyles. Supply is also dependent on position, because prices, services, products and available shops rely on location, while the difference between supply and demand is the rationale for the role of the trader. The book also covers the way geographic techniques help to solve marketing problems and contains chapters written by contributors with extensive experience in this field; given that it is crucial for companies to direct their marketing correctly at their target audience, this will be indispensable reading for those involved in this area.

Cultural Intelligence

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Author : P. Christopher Earley
Publisher : Stanford University Press
ISBN 13 : 0804743126
Total Pages : 397 pages
Book Rating : 4.8/5 (47 download)

Book Synopsis Cultural Intelligence by : P. Christopher Earley

Download or read book Cultural Intelligence written by P. Christopher Earley and published by Stanford University Press. This book was released on 2003 with total page 397 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a global market where international teams, initiatives, and joint ventures are increasingly common, it is extremely important for people to integrate themselves in new cultures. Strategies for selecting and training people on global perspectives are critical for managing business. In this book, the authors develop the idea of cultural intelligence and examine its three essential facets: cognition, the ability to develop patterns from cultural cues; motivation, the desire and ability to engage others; and behavior, the capability to act in accordance with cognition and motivation. They explore the fundamental nature of cultural intelligence and its relationship to other frameworks of intelligence.-Back cover.

Platforms and Cultural Production

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Author : Thomas Poell
Publisher : John Wiley & Sons
ISBN 13 : 1509540520
Total Pages : 260 pages
Book Rating : 4.5/5 (95 download)

Book Synopsis Platforms and Cultural Production by : Thomas Poell

Download or read book Platforms and Cultural Production written by Thomas Poell and published by John Wiley & Sons. This book was released on 2021-10-14 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: The widespread uptake of digital platforms – from YouTube and Instagram to Twitch and TikTok – is reconfiguring cultural production in profound, complex, and highly uneven ways. Longstanding media industries are experiencing tremendous upheaval, while new industrial formations – live-streaming, social media influencing, and podcasting, among others – are evolving at breakneck speed. Poell, Nieborg, and Duffy explore both the processes and the implications of platformization across the cultural industries, identifying key changes in markets, infrastructures, and governance at play in this ongoing transformation, as well as pivotal shifts in the practices of labor, creativity, and democracy. The authors foreground three particular industries – news, gaming, and social media creation – and also draw upon examples from music, advertising, and more. Diverse in its geographic scope, Platforms and Cultural Production builds on the latest research and accounts from across North America, Western Europe, Southeast Asia, and China to reveal crucial differences and surprising parallels in the trajectories of platformization across the globe. Offering a novel conceptual framework grounded in illuminating case studies, this book is essential for students, scholars, policymakers, and practitioners seeking to understand how the institutions and practices of cultural production are transforming – and what the stakes are for understanding platform power.

Commodifying Violence in Literature and on Screen

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Author : Alejandro Herrero-Olaizola
Publisher : Routledge
ISBN 13 : 1000450813
Total Pages : 163 pages
Book Rating : 4.0/5 (4 download)

Book Synopsis Commodifying Violence in Literature and on Screen by : Alejandro Herrero-Olaizola

Download or read book Commodifying Violence in Literature and on Screen written by Alejandro Herrero-Olaizola and published by Routledge. This book was released on 2021-10-18 with total page 163 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book traverses the cultural landscape of Colombia through in-depth analyses of displacement, local and global cultures, human rights abuses, and literary and media production. Through an exploration of the cultural processes that perpetuate the "darker side" of Latin America for global consumption, it investigates the "condition" that has led writers, filmmakers, and artists to embrace (purposefully or not) the incessant violence in Colombian society as the object of their own creative endeavors. In this examination of mass-marketed cultural products such as narco-stories, captivity memoirs, gritty travel narratives, and films, Herrero-Olaizola seeks to offer a hemispheric approach to the role played by Colombia in cultural production across the continent where the illicit drug trade has made significant inroads. To this end, he identifies the "Colombian condition" within the parameters of the global economy while concentrating on the commodification of Latin America’s violence for cultural consumption. The Open Access version of this book, available at http://www.taylorfrancis.com, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license.

Latin American Studies Association ... International Congress

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Author : Latin American Studies Association. International Congress
Publisher :
ISBN 13 :
Total Pages : 410 pages
Book Rating : 4.A/5 ( download)

Book Synopsis Latin American Studies Association ... International Congress by : Latin American Studies Association. International Congress

Download or read book Latin American Studies Association ... International Congress written by Latin American Studies Association. International Congress and published by . This book was released on 2003 with total page 410 pages. Available in PDF, EPUB and Kindle. Book excerpt: