Distribución comercial en la era omnicanal PDF Download

Author: Gloria Aparicio
Publisher: Ediciones Pirámide
ISBN: 843683285X
Category : Business & Economics
Languages : es
Pages : 381

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Book Description
En las últimas décadas las fronteras entre el mundo real y el digital se desdibujan, lo que hace que estemos asistiendo a una profunda y continua transformación de la distribución comercial en la que la evolución de las estructuras y formatos comerciales no deja de producirse, modificando continuamente el escenario competitivo. Sin duda, hay dos factores que resultan fundamentales para entender el contexto actual del comercio: la velocidad a la que se producen los cambios y la explosión de la conectividad. Esta conectividad deriva directamente en la omnicanalidad. Gracias a los dispositivos móviles el comprador tiene ante sí no sólo numerosas alternativas para efectuar sus compras, sino además el acceso a una oferta cuasi infinita en cualquier momento y lugar de manera simultánea. El consumidor actual está conectado, es móvil y además social: comparte experiencias, opiniones y compras a través de un entramado en red que no puede ser ajeno para las empresas que han de enfrentarse al reto de satisfacer a una clientela altamente exigente e informada. Esta realidad omnicanal es el eje principal de esta obra, en la que se abordan los aspectos más relevantes para competir con éxito en este entramado tan complejo, donde la clave es conseguir una integración sin fisuras on/off.

Author: Ricardo Martinez Cañas
Publisher: Frontiers Media SA
ISBN: 288971067X
Category : Science
Languages : en
Pages : 157

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Book Description

Author: Francisco J. Martínez-López
Publisher: Springer
ISBN: 3319920847
Category : Business & Economics
Languages : en
Pages : 177

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Book Description
This book presents the latest research on national brand and private label marketing – in a collection of original and highly relevant contributions to the 2018 International Conference on National Brand & Private Label Marketing in Barcelona. It covers a wide range of topics from fields as varied as retailing, marketing, general business, psychology, economics and statistics. Further, the papers address diverse areas of application, including: purchase-decision models, premium private labels, decisions involved in introducing new products, M-commerce, private label adoption, assortment decisions, private label pricing, brand equity and collaborative relationships. The main theme of the 2018 conference was "Building Strong Brands in the Digital Age".

Author: Allan Afuah
Publisher:
ISBN: 9780195142310
Category : Corporations
Languages : en
Pages : 224

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Book Description
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.

Author: Mahmud Akhter Shareef
Publisher: Springer
ISBN: 3319312871
Category : Computers
Languages : en
Pages : 150

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Book Description
This book attempts to address, explore, and conceptualize the epistemological paradigms of SMS as an alternative marketing channel or in combination with other existing traditional channels. It promotes a multichannel strategy in the light of synthesized marketing distribution, consumer behavior, and information and communication technology (ICT)-related behavioral theory to develop, establish, and launch a guiding theory and practice for this emerging area. Usage of mobile phones and hand-held wireless devices is growing and diffusing so quickly that 21st century marketing managers find a great potential for this wireless channel to be the most effective media for maintaining a consumer relationship that provides the highest quality service. The emergence of SMS-based direct marketing as a distinct channel or embedded with other channels is characterized by several issues, challenges, barriers, and limitations. This book examines and postulates the following interrelated issues related to wireless marketing (particularly the SMS-based marketing channel): (i) Consumer behavior for mobile phone SMS – perception, exposure, and attention; (ii) Consumer attitudes toward SMS-based marketing channels; (iii) The scope of SMS to meet consumer service output demands from an online channel; (iv) Consumer selection criteria for mobile phone SMS channel structure; (v) Mobile channel structure as an efficient and effective consumer interaction mode; and (vi) Consumer multichannel behavior. It is important to use the SMS-based mobile channel as a radical tool of interactive marketing and seamless service marketing, as there is the opportunity to maximize, until now, unutilized benefits of this efficient and popular direct marketing channel.

Author: Ana Azevedo
Publisher: Acpil
ISBN: 9781911218777
Category : Social Science
Languages : en
Pages : 650

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Book Description
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.

Author: Tim Futing Liao
Publisher: SAGE
ISBN: 9780803949997
Category : Mathematics
Languages : en
Pages : 100

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Book Description
What is the probability that something will occur, and how is that probability altered by a change in an independent variable? To answer these questions, Tim Futing Liao introduces a systematic way of interpreting commonly used probability models. Since much of what social scientists study is measured in noncontinuous ways and, therefore, cannot be analyzed using a classical regression model, it becomes necessary to model the likelihood that an event will occur. This book explores these models first by reviewing each probability model and then by presenting a systematic way for interpreting the results from each.

Author: Eiichi Taniguchi
Publisher: John Wiley & Sons
ISBN: 1119527732
Category : Architecture
Languages : en
Pages : 438

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Book Description
This volume of three books presents recent advances in modelling, planning and evaluating city logistics for sustainable and liveable cities based on the application of ICT (Information and Communication Technology) and ITS (Intelligent Transport Systems). It highlights modelling the behaviour of stakeholders who are involved in city logistics as well as planning and managing policy measures of city logistics including cooperative freight transport systems in public-private partnerships. Case studies of implementing and evaluating city logistics measures in terms of economic, social and environmental benefits from major cities around the world are also given.

Author: Álvaro Rocha
Publisher: Springer Nature
ISBN: 9813341831
Category : Technology & Engineering
Languages : en
Pages : 783

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Book Description
This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2020), held at ISCTE - University Institute of Lisbon, in the city of Lisbon in Portugal, between 8 and 10 October 2020. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.

Author: Gérard Cliquet
Publisher: John Wiley & Sons
ISBN: 1786305801
Category : Business & Economics
Languages : en
Pages : 260

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Book Description
Location-based Marketing outlines the main concepts, methods and strategies for implementing spatial marketing, also known as geomarketing. With an emphasis on the value of mapping in marketing decision-making, this book demonstrates the importance of a more spatialized view of these decisions, in order to best respond to market realities whether local or international. The main techniques of geomarketing are presented along with an understanding of the spatial behavior of consumers, both outside the point of sale and in stores. The book further introduces the idea of a "geomarketing mix", which spatializes product innovations, merchandising, pricing and various aspects of promotion. Finally, the book defines what real georetailing comprises and develops the concept of mobile marketing based on geolocation techniques.