Marketing Relacional Un Nuevo Enfoque De La Gestion Comercial

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Publicidad contagiosa

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

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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.

Benchmarking Water Services

Author : Enrique Cabrera Jr
Publisher : IWA Publishing
ISBN 13 : 1843391988
Total Pages : 185 pages
Book Rating : 4.8/5 (433 download)

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Book Synopsis Benchmarking Water Services by : Enrique Cabrera Jr

Download or read book Benchmarking Water Services written by Enrique Cabrera Jr and published by IWA Publishing. This book was released on 2011-03-01 with total page 185 pages. Available in PDF, EPUB and Kindle. Book excerpt: Benchmarking has become a key tool in the water industry to promote and achieve performance targets for utilities. The use of this tool for performance improvement through systematic search and adaptation of leading practices, has expanded globally during the past decade. Many ongoing projects worldwide aim to address different needs and objectives, in varying contexts, with outstanding results and impact. Benchmarking Water Services provides valuable information to everyone interested in benchmarking in the water industry. The text is aimed at utilities considering joining a benchmarking project, experienced practitioners in charge of organizing a benchmarking exercise, consultants, regulators and researchers. The document is presented with a clear practice oriented approach and can be used as a how-to-benchmark guide presented from different perspectives (participants, organizers, supervising bodies). Readers will gain practical insight on real life benchmarking practices and will benefit from the experiences gained in some of the leading benchmarking projects of the water industry (including the IWA-WSAA benchmarking efforts, the European Benchmarking Co-operation and the several benchmarking projects carried out in Austria and Central Europe). The manual also presents the new IWA Benchmarking Framework, which aims to harmonize the terms used to describe benchmarking and performance indicators practices in the water industry, guaranteeing a more fluent and efficient communication. This Manual of Best Practice is edited by the IWA Specialist Group on Benchmarking and Performance Assessment, and co-published by AWWA and IWA Publishing. Praise for Benchmarking Water Services: "The continual trend of conceptual to specifics throughout the book provides for an educational experience each time the book is either casually perused or carefully studied." "The authors (Cabrera, Haskins and Fritiz) diligently pursue the focus of improvement." "Benchmarking Water Services is an in depth and practical ‘must have’ guide for any utility currently engaged in or planning to develop a benchmarking process" - Gregory M. Baird (2012) Benchmarking: An International Journal 19:2. More information about the book can be found on the Water Wiki in an article written by the author: http://www.iwawaterwiki.org/xwiki/bin/view/Articles/TheNewIWABenchmarkingFramework A Spanish language version of this book is available as a free eBook: http://www.iwawaterwiki.org/xwiki/bin/view/Articles/eBookTitlesfromIWAPublishingFreetoDownload-Volume2#HBenchmarkingParaServiciosdeAgua

LEV

Author :
Publisher :
ISBN 13 :
Total Pages : 990 pages
Book Rating : 4.A/5 ( download)

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Book Synopsis LEV by :

Download or read book LEV written by and published by . This book was released on 1999 with total page 990 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Government Marketing

Author : Michael P. Mokwa
Publisher : Greenwood
ISBN 13 : 9780275906856
Total Pages : 384 pages
Book Rating : 4.9/5 (68 download)

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Book Synopsis Government Marketing by : Michael P. Mokwa

Download or read book Government Marketing written by Michael P. Mokwa and published by Greenwood. This book was released on 1981 with total page 384 pages. Available in PDF, EPUB and Kindle. Book excerpt:

SPIN® -Selling

Author : Neil Rackham
Publisher : Taylor & Francis
ISBN 13 : 1000111482
Total Pages : 253 pages
Book Rating : 4.0/5 (1 download)

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Book Synopsis SPIN® -Selling by : Neil Rackham

Download or read book SPIN® -Selling written by Neil Rackham and published by Taylor & Francis. This book was released on 2020-04-28 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: True or false? In selling high-value products or services: 'closing' increases your chance of success; it is essential to describe the benefits of your product or service to the customer; objection handling is an important skill; open questions are more effective than closed questions. All false, says this provocative book. Neil Rackham and his team studied more than 35,000 sales calls made by 10,000 sales people in 23 countries over 12 years. Their findings revealed that many of the methods developed for selling low-value goods just don‘t work for major sales. Rackham went on to introduce his SPIN-Selling method. SPIN describes the whole selling process: Situation questions Problem questions Implication questions Need-payoff questions SPIN-Selling provides you with a set of simple and practical techniques which have been tried in many of today‘s leading companies with dramatic improvements to their sales performance.

The Challenger Sale

Author : Matthew Dixon
Publisher : Penguin
ISBN 13 : 1101545895
Total Pages : 242 pages
Book Rating : 4.1/5 (15 download)

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Book Synopsis The Challenger Sale by : Matthew Dixon

Download or read book The Challenger Sale written by Matthew Dixon and published by Penguin. This book was released on 2011-11-10 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: What's the secret to sales success? If you're like most business leaders, you'd say it's fundamentally about relationships-and you'd be wrong. The best salespeople don't just build relationships with customers. They challenge them. The need to understand what top-performing reps are doing that their average performing colleagues are not drove Matthew Dixon, Brent Adamson, and their colleagues at Corporate Executive Board to investigate the skills, behaviors, knowledge, and attitudes that matter most for high performance. And what they discovered may be the biggest shock to conventional sales wisdom in decades. Based on an exhaustive study of thousands of sales reps across multiple industries and geographies, The Challenger Sale argues that classic relationship building is a losing approach, especially when it comes to selling complex, large-scale business-to-business solutions. The authors' study found that every sales rep in the world falls into one of five distinct profiles, and while all of these types of reps can deliver average sales performance, only one-the Challenger- delivers consistently high performance. Instead of bludgeoning customers with endless facts and features about their company and products, Challengers approach customers with unique insights about how they can save or make money. They tailor their sales message to the customer's specific needs and objectives. Rather than acquiescing to the customer's every demand or objection, they are assertive, pushing back when necessary and taking control of the sale. The things that make Challengers unique are replicable and teachable to the average sales rep. Once you understand how to identify the Challengers in your organization, you can model their approach and embed it throughout your sales force. The authors explain how almost any average-performing rep, once equipped with the right tools, can successfully reframe customers' expectations and deliver a distinctive purchase experience that drives higher levels of customer loyalty and, ultimately, greater growth.

Social Network Theory and Educational Change

Author : Alan J. Daly
Publisher : Harvard Education Press
ISBN 13 : 1612503764
Total Pages : 514 pages
Book Rating : 4.6/5 (125 download)

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Book Synopsis Social Network Theory and Educational Change by : Alan J. Daly

Download or read book Social Network Theory and Educational Change written by Alan J. Daly and published by Harvard Education Press. This book was released on 2010-12-01 with total page 514 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social Network Theory and Educational Change offers a provocative and fascinating exploration of how social networks in schools can impede or facilitate the work of education reform. Drawing on the work of leading scholars, the book comprises a series of studies examining networks among teachers and school leaders, contrasting formal and informal organizational structures, and exploring the mechanisms by which ideas, information, and influence flow from person to person and group to group. The case studies provided in the book reflect a rich variety of approaches and methodologies, showcasing the range and power of this dynamic new mode of analysis. An introductory chapter places social network theory in context and explains the basic tools and concepts, while a concluding chapter points toward new directions in the field. Taken together, they make a powerful statement: that the success or failure of education reform ultimately is not solely the result of technical plans and blueprints, but of the relational ties that support or constrain the pace, depth, and direction of change. This unique volume provides an invaluable introduction to an emerging and increasingly important field of education research.

Service Management and Marketing

Author : Christian Grönroos
Publisher : Jossey-Bass
ISBN 13 :
Total Pages : 320 pages
Book Rating : 4.:/5 (319 download)

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Book Synopsis Service Management and Marketing by : Christian Grönroos

Download or read book Service Management and Marketing written by Christian Grönroos and published by Jossey-Bass. This book was released on 1990 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Gronroos (international and industrial marketing, Swedish School of Economics and Business Administration in Finland) examines the nature of market-oriented management and analyzes the impact that service- dominated competition has had and will continue to have on management thinking and decision making. He includes practical advice on how to cope with specific situations relative to the consumptive process. Annotation copyrighted by Book News, Inc., Portland, OR

Consultative Selling

Author : Mack HANAN
Publisher : AMACOM
ISBN 13 : 0814416187
Total Pages : 287 pages
Book Rating : 4.8/5 (144 download)

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Book Synopsis Consultative Selling by : Mack HANAN

Download or read book Consultative Selling written by Mack HANAN and published by AMACOM. This book was released on 2011-03-15 with total page 287 pages. Available in PDF, EPUB and Kindle. Book excerpt: When you help your customers and clients make profitable business decisions, the result is a win-win solution that can lead to a mutually beneficial long-term business relationship. In Consultative Selling, sales consultant Mack Hanan helps you achieve just that by introducing a formula that will take your sales to the next level--one that involves you exchanging your salesperson hat for that of a trusted consultant. You’ll learn how to: create a two-tiered sales model to separate consultative sales from commodity sales; build and use consultative databases for value propositions and proof of performance; study your customers’ cash flows to win proposals; use consultative selling strategies on the web; and cope with--and reverse--the inevitable “no.” For over four decades, Consultative Selling has empowered countless sales professionals to reap maximum success. Now, packed with new partnering strategies, cost/benefit analysis templates, detailed monetized value proposition models, outcome-based branding approaches, and powerful consulting tactics, the eighth edition of this invaluable resource will bring you wide-ranging success--making the competition irrelevant.

The Meme Machine

Author : Susan Blackmore
Publisher : OUP Oxford
ISBN 13 : 0191574619
Total Pages : 288 pages
Book Rating : 4.1/5 (915 download)

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Book Synopsis The Meme Machine by : Susan Blackmore

Download or read book The Meme Machine written by Susan Blackmore and published by OUP Oxford. This book was released on 2000-03-16 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Humans are extraordinary creatures, with the unique ability among animals to imitate and so copy from one another ideas, habits, skills, behaviours, inventions, songs, and stories. These are all memes, a term first coined by Richard Dawkins in 1976 in his book The Selfish Gene. Memes, like genes, are replicators, and this enthralling book is an investigation of whether this link between genes and memes can lead to important discoveries about the nature of the inner self. Confronting the deepest questions about our inner selves, with all our emotions, memories, beliefs, and decisions, Susan Blackmore makes a compelling case for the theory that the inner self is merely an illusion created by the memes for the sake of replication.

Innovation Management

Author : Allan Afuah
Publisher :
ISBN 13 : 9780195142310
Total Pages : 224 pages
Book Rating : 4.1/5 (423 download)

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Book Synopsis Innovation Management by : Allan Afuah

Download or read book Innovation Management written by Allan Afuah and published by . This book was released on 2003 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drawing on both his professional and academic experience, Allan Afuah creates a framework to encompass the basic questions of the who, what, when, where and why of innovation, in order to illustrate the best-practice approaches which can maximise the financial benefits of innovation. Research is incorporated from a variety of academic disciplines including economics, organization theory, general management, marketing and strategic management.

bookdown

Author : Yihui Xie
Publisher : CRC Press
ISBN 13 : 1351792601
Total Pages : 140 pages
Book Rating : 4.3/5 (517 download)

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Book Synopsis bookdown by : Yihui Xie

Download or read book bookdown written by Yihui Xie and published by CRC Press. This book was released on 2016-12-12 with total page 140 pages. Available in PDF, EPUB and Kindle. Book excerpt: bookdown: Authoring Books and Technical Documents with R Markdown presents a much easier way to write books and technical publications than traditional tools such as LaTeX and Word. The bookdown package inherits the simplicity of syntax and flexibility for data analysis from R Markdown, and extends R Markdown for technical writing, so that you can make better use of document elements such as figures, tables, equations, theorems, citations, and references. Similar to LaTeX, you can number and cross-reference these elements with bookdown. Your document can even include live examples so readers can interact with them while reading the book. The book can be rendered to multiple output formats, including LaTeX/PDF, HTML, EPUB, and Word, thus making it easy to put your documents online. The style and theme of these output formats can be customized. We used books and R primarily for examples in this book, but bookdown is not only for books or R. Most features introduced in this book also apply to other types of publications: journal papers, reports, dissertations, course handouts, study notes, and even novels. You do not have to use R, either. Other choices of computing languages include Python, C, C++, SQL, Bash, Stan, JavaScript, and so on, although R is best supported. You can also leave out computing, for example, to write a fiction. This book itself is an example of publishing with bookdown and R Markdown, and its source is fully available on GitHub.

World Anthropologies

Author : Gustavo Lins Ribeiro
Publisher : Routledge
ISBN 13 : 1000184498
Total Pages : 352 pages
Book Rating : 4.0/5 (1 download)

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Book Synopsis World Anthropologies by : Gustavo Lins Ribeiro

Download or read book World Anthropologies written by Gustavo Lins Ribeiro and published by Routledge. This book was released on 2020-07-12 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Since its inception, anthropology's authority has been based on the assumption that it is a unified discipline emanating from the West. In an age of heightened globalization, anthropologists have failed to discuss consistently the current status of their practice and its mutations across the globe. World Anthropologies is the first book to provoke this conversation from various regions of the world in order to assess the diversity of relations between regional or national anthropologies and a contested, power-laden Western discourse. Can a planetary anthropology cope with both the 'provincial cosmopolitanism' of alternative anthropologies and the 'metropolitan provincialism' of hegemonic schools? How might the resulting 'world anthropologies' challenge the current panorama in which certain allegedly national anthropological traditions have more paradigmatic weight - and hence more power - than others? Critically examining the international dissemination of anthropology within and across national power fields, contributors address these questions and provide the outline for a veritable world anthropologies project.

ICGR 2018 - Proceedings of the International Conference on Gender Research

Author : Ana Azevedo
Publisher : Acpil
ISBN 13 : 9781911218777
Total Pages : 650 pages
Book Rating : 4.2/5 (187 download)

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Book Synopsis ICGR 2018 - Proceedings of the International Conference on Gender Research by : Ana Azevedo

Download or read book ICGR 2018 - Proceedings of the International Conference on Gender Research written by Ana Azevedo and published by Acpil. This book was released on 2018-03-22 with total page 650 pages. Available in PDF, EPUB and Kindle. Book excerpt: These proceedings represent the work of researchers participating in the International Conference on Gender Research (ICGR 2018) which is being hosted this year by the ISCAP in Porto, Portugal on 12-13 April 2018. ICGR is a new event on the international research conferences calendar and provides a valuable platform for individuals to present their research findings, display their work in progress and discuss conceptual and empirical advances in the areas surrounding Gender Research. It provides an important opportunity for researchers across a diverse range of fields all looking at aspects relating to Gender to come together with peers to share their varied and valuable experiences. The first day will be opened with a keynote presentation by Bruce I Newman from DePaul University in Chicago, USA who will address the topic Gender and Democracy. In the afternoon, there will be an additional keynote address on Empowering women in the IT/IS research: the importance of role models given by Isabel Ramos from, University of Minho, Portugal. The second day of the conference will be opened by Paola Paoloni from "NiccolÒ Cusano" University, Rome, Italy. Paola will be talking about A Relational Capital Dimension in Universities. In this event, participants will have the opportunity to have access to the latest research and developments concerning Gender Research and after an initial submission of 180 Abstracts, there will be 62 Research Papers, 8 PhD Research Papers, 2 Masters Papers, 1 Non-Academic and 4 Work in Progress Paper published in these Conference Proceedings. These papers represent truly global research in the field, with contributions from Australia, Belgium, Brazil, Canada, Colombia, Costa Rica, Cyprus, Czech Republic, Denmark, France, Germany, Greece, Iran, Italy, Kazakhstan, Lithuania, Malaysia, Mexico, Nepal, Nigeria, Pakistan, Philippines, Poland, Portugal, Russia, Slovakia, South Africa, Spain, Sweden, Taiwan, Thailand, The Netherlands, Turkey, UAE, UK and USA.

Strategies for Information Technology and Intellectual Capital: Challenges and Opportunities

Author : Joia, Luiz Antonio
Publisher : IGI Global
ISBN 13 : 1599040832
Total Pages : 276 pages
Book Rating : 4.5/5 (99 download)

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Book Synopsis Strategies for Information Technology and Intellectual Capital: Challenges and Opportunities by : Joia, Luiz Antonio

Download or read book Strategies for Information Technology and Intellectual Capital: Challenges and Opportunities written by Joia, Luiz Antonio and published by IGI Global. This book was released on 2007-02-28 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book presents efficient ways for executives to understand the impact of IT on the intellectual capital of their firms, and searches for a new mandate for management that takes into consideration the pervasive role of IT on competitive boundaries. It provides a synopsis of the history, origin, taxonomies, ontologies, measurement models, and dynamics of intellectual capital"--Provided by publisher.

Digital Media and Innovation

Author : Richard A. Gershon
Publisher : SAGE Publications
ISBN 13 : 1483322548
Total Pages : 355 pages
Book Rating : 4.4/5 (833 download)

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Book Synopsis Digital Media and Innovation by : Richard A. Gershon

Download or read book Digital Media and Innovation written by Richard A. Gershon and published by SAGE Publications. This book was released on 2016-02-11 with total page 355 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Media and Innovation, by Richard A. Gershon, takes an in-depth look at how smart, creative companies have transformed the business of media and telecommunications by introducing unique and original products and services. Today's media managers are faced with the same basic question: what are the best methods for staying competitive over time? In one word: innovation. From electronic commerce (Amazon, Google) to music and video streaming (Apple, Pandora, and Netflix), digital media has transformed the business of retail selling and personal lifestyle. This text will introduce current and future media industry professionals to the people, companies, and strategies that have proven to be real game changers by offering the marketplace a unique value proposition for the consumer.

Tourism and Gentrification in Contemporary Metropolises

Author : Maria Gravari-Barbas
Publisher : Taylor & Francis
ISBN 13 : 1317244982
Total Pages : 355 pages
Book Rating : 4.3/5 (172 download)

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Book Synopsis Tourism and Gentrification in Contemporary Metropolises by : Maria Gravari-Barbas

Download or read book Tourism and Gentrification in Contemporary Metropolises written by Maria Gravari-Barbas and published by Taylor & Francis. This book was released on 2017-06-14 with total page 355 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tourism gentrification is a critical shaping force of socio-economic and contemporary urban landscapes. This book aims to be the first substantive text on this subject, explaining the multiple and complex relationships between tourism and gentrification and their outcomes and manifestations in contemporary metropolises. This is achieved by drawing on in-depth case analyses addressing the different issues at stake. Part I deals with the manifestations of tourism gentrification and the ways it affects urban landscapes through heritagization and urban regeneration strategies. Part II looks at the correlations between tourism gentrification and culture. Finally, the last two parts aim to identify and examine forms and expressions of tourism gentrification, distinguishing among the actors, beneficiaries, and victims of the phenomenon while looking at its implications for intra-metropolitan territories and metropolitan governance. The book approaches these issues in an innovative way, by looking at a variety of metropolises in a diverse range of countries and by dealing with the different relations and management issues generated by gentrification in relation to tourism. Through interdisciplinary approaches, this groundbreaking text sheds light on the role tourism plays in contemporary metropolises, furthering knowledge of urban tourism. For these reasons, it will be of particular interest to scholars and students of tourism, urban studies, geography, anthropology and sociology.