Marketing de relaciones. Aproximación a las relaciones virtuales PDF Download

Author: José Ramón Sarmiento Guede
Publisher: Dykinson
ISBN: 849085503X
Category : Business & Economics
Languages : es
Pages : 490

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Book Description
Este libro es una investigación exhaustiva sobre el Marketing de Relaciones como nuevo paradigma dominante tanto en el contexto analógico como en el digital. En él se pretende mostrar que, para el desarrollo de estrategias y la consecución de objetivos en el mundo empresarial, es necesaria la utilización de los Medios Sociales que, en tanto herramientas, facilitan la cocreación de valor. En este sentido, el libro abarca tres aspectos: en primer lugar, se hace un análisis del concepto, los fundamentos, las escuelas y los factores que originan el Marketing de Relaciones, así como de las dimensiones de los antecedentes y de los consecuentes de la calidad de la relación. En segundo lugar, se estudian las relaciones en el contexto analógico, en concreto, las relaciones con los clientes, las relaciones internas, las verticales y las horizontales. En tercer lugar, y último, se da cuenta de las relaciones en el contexto digital, abarcando temas tan novedosos como las relaciones virtuales, la experiencia web, los Medios Sociales como herramientas para gestionar las relaciones y también los antecedentes y los consecuentes de la calidad de la relación “online”. Esta obra está inspirada en una nueva filosofía basada más en una perspectiva relacional que transaccional para gestionar las organizaciones empresariales. Todo ello hace que, tanto por su planteamiento como por su exhaustividad, la obra sea única en el mercado, de necesaria consulta para el investigador y de gran utilidad para el estudiante. JOSÉ RAMÓN SARMIENTO GUEDE Doctor en Economía de la Empresa (especializado en Marketing y Turismo)por la Universidad Rey Juan Carlos de Madrid. Profesor en el grado de ADE, Marketing y Turismo en la Universidad Internacional de la Rioja (UNIR) y en ESERP, centro adscrito a la URJC. Además, ha sido profesor del programa de Máster en Marketing Digital. Como investigador, ha participado en congresos y proyectos de investigación internacionales. Asimismo, es autor de varios artículos y libros en las áreas de Marketing y Turismo.

Author: Asunción Gálvez Caja
Publisher: Universo de Letras
ISBN: 8419390437
Category : Business & Economics
Languages : es
Pages : 260

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Book Description
Marketing relacional digital presenta un recorrido cronológico desde los inicios del marketing directo y el marketing relacional hasta que el avance digital se incorpora a esta disciplina como a todas las demás. Se desarrollan los conceptos de CRM, aportando ejemplos singulares y conocidos de programas de fidelización y se explican las acciones que los componen. El factor creativo se destaca sobremanera porque supone una gran diferencia en la comunicación. Se hace imprescindible profundizar en la llamada a la acción y en los matices que hay entre los mensajes emitidos en formatos digitales y los que encontramos en otro tipo de medios. El e-mailing, como instrumento que trata de estrechar relaciones entre marcas y organizaciones con usuarios, recibe la atención de un extenso epígrafe, junto a otros espacios digitales en relación con la fidelización como objetivo. Marketing de contenidos, branded content por un lado y big data, inteligencia artificial o blockchain por otro se contemplan en este texto también como recursos actuales del marketing relacional.

Author: Don Schultz
Publisher: Routledge
ISBN: 1317979605
Category : Business & Economics
Languages : en
Pages : 179

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Book Description
This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time. This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations. This book was published as a special issue of the Journal of Marketing Communications.

Author: Joseph F. Hair
Publisher: Irwin/McGraw-Hill
ISBN: 9780072467574
Category : Business & Economics
Languages : en
Pages : 750

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Author: Domenico Fiormonte
Publisher: punctum books
ISBN: 0692580441
Category : COMPUTERS
Languages : en
Pages : 264

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Book Description
This book offers a critical introduction to the core technologies underlying the Internet from a humanistic perspective. It provides a cultural critique of computing technologies, by exploring the history of computing and examining issues related to writing, representing, archiving and searching. The book raises awareness of, and calls for, the digital humanities to address the challenges posed by the linguistic and cultural divides in computing, the clash between communication and control, and the biases inherent in networked technologies. A common problem with publications in the Digital Humanities is the dominance of the Anglo-American perspective. While seeking to take a broader view, the book attempts to show how cultural bias can become an obstacle to innovation both in the methodology and practice of the Digital Humanities. Its central point is that no technological instrument is culturally unbiased, and that all too often the geography that underlies technology coincides with the social and economic interests of its producers. The alternative proposed in the book is one of a world in which variation, contamination and decentralization are essential instruments for the production and transmission of digital knowledge. It is thus necessary not only to have spaces where DH scholars can interact (such as international conferences, THATCamps, forums and mailing lists), but also a genuine sharing of technological know-how and experience. "This is a truly exceptional work on the subject of the digital....Students and scholars new to the field of digital humanities will find in this book a gentle introduction to the field, which I cannot but think would be good and perhaps even inspirational for them....Its history of the development of machines and programs and communities bent on using computers to advance science and research merely sets the stage for an insightful analysis of the role of the digital in the way both scholars and everyday people communicate and conceive of themselves and "others" in written forms - from treatises to credit card transactions." Peter Shillingsburg The Digital Humanist is not simply a translation of the Italian book L'umanista digitale (il Mulino 2010), but a new version tailored to an international audience through the improvement and expansion of the sections on social, cultural and ethical problems of the most widely used methodologies, resources and applications. TABLE OF CONTENTS // Preface: Digital Humanities at a Political Turn? by Geoffrey Rockwell / PART I: The Socio-Historical Roots - Chap. 1: Technology and the Humanities: A History of Interaction - Chap. 2: Internet, or The Humanistic Machine / PART II: Theoretical and Practical Dimensions - Chap. 3: Writing and Content Production - Chap. 4: Representing and Archiving - Chap. 5: Searching and Organizing / Conclusions: DH in a Global Perspective

Author: Eduard Cristobal-Fransi
Publisher: MDPI
ISBN: 303928682X
Category : Business & Economics
Languages : en
Pages : 204

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Book Description
In this book, we introduce the themes and approaches covered in the issue Sustainable Tourism Marketing. Its objective was to analyze the main contributions made as a result of research related to sustainable tourism–marketing management and current trends in the field. This book gathered articles about the marketing of destinations, and the marketing and communication management of companies and tourism organizations from a sustainable tourism perspective.

Author: Eden Medina
Publisher: MIT Press
ISBN: 0262525968
Category : Computers
Languages : en
Pages : 343

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Book Description
A historical study of Chile's twin experiments with cybernetics and socialism, and what they tell us about the relationship of technology and politics. In Cybernetic Revolutionaries, Eden Medina tells the history of two intersecting utopian visions, one political and one technological. The first was Chile's experiment with peaceful socialist change under Salvador Allende; the second was the simultaneous attempt to build a computer system that would manage Chile's economy. Neither vision was fully realized—Allende's government ended with a violent military coup; the system, known as Project Cybersyn, was never completely implemented—but they hold lessons for today about the relationship between technology and politics. Drawing on extensive archival material and interviews, Medina examines the cybernetic system envisioned by the Chilean government—which was to feature holistic system design, decentralized management, human-computer interaction, a national telex network, near real-time control of the growing industrial sector, and modeling the behavior of dynamic systems. She also describes, and documents with photographs, the network's Star Trek-like operations room, which featured swivel chairs with armrest control panels, a wall of screens displaying data, and flashing red lights to indicate economic emergencies. Studying project Cybersyn today helps us understand not only the technological ambitions of a government in the midst of political change but also the limitations of the Chilean revolution. This history further shows how human attempts to combine the political and the technological with the goal of creating a more just society can open new technological, intellectual, and political possibilities. Technologies, Medina writes, are historical texts; when we read them we are reading history.

Author: I. Alev Degim
Publisher:
ISBN: 9789082234572
Category :
Languages : en
Pages : 282

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Book Description
Computer mediated interpersonal interactions are defining our daily lives as we know it. Studying this phenomenon with various methodologies, across different cultures and traditions is a crucial component in understanding social ties. This book brings together articles that approach online dating from a range of cultural and critical perspectives. The research decodes the level of engagement and manner of approaching online dating in various countries such as France, India, China, Turkey, Cuba, USA and Portugal. Mapping the history of dating and courtship shows the evolution of these practices even before the introduction of the online medium and traces parallels and differences between old and new traditions.

Author: Michel Wedel
Publisher: Now Publishers Inc
ISBN: 1601981546
Category : Business & Economics
Languages : en
Pages : 105

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Book Description
Eye-Tracking for Visual Marketing examines the structure of the eye, the visual brain, eye-movements, and methods for recording and analyzing them. It describes the authors' theory and reviews eye-tracking applications in marketing based on this theory.

Author: Tova Benski
Publisher: Routledge
ISBN: 1135055467
Category : Social Science
Languages : en
Pages : 251

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Book Description
Nothing seems more far removed from the visceral, bodily experience of emotions than the cold, rational technology of the Internet. But as this collection shows, the internet and emotions intersect in interesting and surprising ways. Internet and Emotions is the fruit of an interdisciplinary collaboration of scholars from the sociology of emotions and communication and media studies. It features theoretical and empirical chapters from international researchers who investigate a wide range of issues concerning the sociology of emotions in the context of new media. The book fills a substantial gap in the social research of digital technology, and examines whether the internet invokes emotional states differently from other media and unmediated situations, how emotions are mobilized and internalized into online practices, and how the social definitions of emotions are changing with the emergence of the internet. It explores a wide range of behaviors and emotions from love to mourning, anger, resentment and sadness. What happens to our emotional life in a mediated, disembodied environment, without the bodily element of physical co-presence to set off emotional exchanges? Are there qualitatively new kinds of emotional exchanges taking place on the internet? These are only some of the questions explored in the chapters of this book, with quite surprising answers.