Proceso de creación de marcas, su importancia y como realizarlo[recurso electrónico] PDF Download

Author: Artemio Abrego Carrasco
Publisher:
ISBN:
Category :
Languages : es
Pages :

View

Book Description
Un buen nombre es mejor que la más grande de las riquezas. Don Quijote, Cervantes. En estos momentos le hago al lector una pregunta y mediremos la respuesta con base al objetivo que se desea obtener coma resultado de esta investigación. {Que representa para usted BLOCKBUSTER? Si su respuesta fue negocio de renta de videos estoy seguro que este documento le aportara una visión mas amplia y con mayor fundamento que su actual perspectiva, si su respuesta fue Entretenimiento creo que ya dimos un paso importante. Encontrar y lograr trasmitir adecuadamente la esencia de una marca es en general la principal misión de un buen mercadotecnista, gerente de marca o bien el responsable del desarrollo de nuevas marcas y productos en una empresa. Este documento contiene una investigación clara y concisa sobre los elementos o factores más importantes que debe contener una marca desde su creation para lograr aumentar su probabilidad de éxito. Al obtener la opinion de diferentes expertos en la materia, asi como la investigación de literatura se logro conciliar la información para proveer al lector con un documento que lo situa en un marco conceptual idoneo para entender el concepto de marca, acto seguido una exposición de diferentes cases de marcas que han tenido éxito y otras de fracaso, continuando con los elementos que se consideran componen la cadena que genera valor a una marca. Finalmente se propone un modelo teórico de coma crear una marca, el cual fue previamente consultado y revisado con una variedad de especialistas de tal forma que su aplicación en la practica sea real y efectiva.

Author: Emilio Llopis Sancho
Publisher: ESIC Editorial
ISBN: 8415986734
Category : Business & Economics
Languages : es
Pages : 298

View

Book Description
Una marca es la socialización de un prestigio. El prestigio dura lo que dura. Por eso las empresas que quieran tener marcas valiosas no pueden dejar de innovar y de sumar la genialidad de sus artistas con el olfato de sus emprendedores. Y en un mundo globalizado, como nos recuerda Emilio Llopis, las marcas han de saber emigrar fuera de sus fronteras de origen. (Del prólogo de Luis Huete) Crear la Marca Global propone un método práctico para la creación de una marca poderosa y su internacionalización. El libro propone un modelo de branding fruto de una investigación real con más de 250 empresas y que se está aplicando con éxito en diferentes compañías. Las diferentes etapas del modelo de branding se ilustran con múltiples ejemplos, tanto de marcas internacionales, como de las marcas españolas que han sido entrevistadas para este libro: BBVA, Freixenet, Tous, Neck & Neck, Imaginarium, González Byass, Licor 43, Real Madrid, Natura Bissé, Pronovias, Telefónica, Pikolinos, Fermax, Meliá Hotels International, El Corte Inglés, Hispanitas, y Gin Mare. Todas ellas han abierto sus puertas para que conozcamos sus aciertos y errores en la gestión de la marca. Crear la Marca Global es la guía práctica para la creación de una marca global relevante y notoria. Índice El reto de la marca global.- El dilema: marca local vs. marca global.- Global Branding.- Los cimientos de la marca.- El corazón de la estrategia de marca.- La Identidad Formal de la marca.- Branding Interno y Cultura Corporativa.- Marca y Marketing: la entrega de valor de marca al cliente y la experiencia de marca.- Anexo. La protección legal de la marca.- Bibliografía.

Author: State of State of Illinois
Publisher:
ISBN:
Category :
Languages : en
Pages : 114

View

Book Description
Illinois 2021 Rules of the Road handbook, drive safe!

Author: Gary Armstrong
Publisher: Pearson Educación
ISBN: 9789702604006
Category : Business & Economics
Languages : en
Pages : 686

View

Book Description
Written for courses in Principles of Marketing at four-year and two-year colleges, this shorter overview aims to help students master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars - (1) theory and concepts; (2) practices and applications; and (3) pedagogy - cultivating an efficient, effective teaching and learning environment. This sixth edition provides revised content throughout, and reflects the major trends and forces that are impacting marketing in this new, connected millennium. It includes new thinking and expanded coverage on a wide variety of topics, for example: relationship marketing; connecting technologies; the company value chain; value-delivery networks; and global marketing.

Author: David L. Rogers
Publisher: Columbia University Press
ISBN: 0231541651
Category : Business & Economics
Languages : en
Pages : 267

View

Book Description
Rethink your business for the digital age. Every business begun before the Internet now faces the same challenge: How to transform to compete in a digital economy? Globally recognized digital expert David L. Rogers argues that digital transformation is not about updating your technology but about upgrading your strategic thinking. Based on Rogers's decade of research and teaching at Columbia Business School, and his consulting for businesses around the world, The Digital Transformation Playbook shows how pre-digital-era companies can reinvigorate their game plans and capture the new opportunities of the digital world. Rogers shows why traditional businesses need to rethink their underlying assumptions in five domains of strategy—customers, competition, data, innovation, and value. He reveals how to harness customer networks, platforms, big data, rapid experimentation, and disruptive business models—and how to integrate these into your existing business and organization. Rogers illustrates every strategy in this playbook with real-world case studies, from Google to GE, from Airbnb to the New York Times. With practical frameworks and nine step-by-step planning tools, he distills the lessons of today's greatest digital innovators and makes them usable for businesses at any stage. Many books offer advice for digital start-ups, but The Digital Transformation Playbook is the first complete treatment of how legacy businesses can transform to thrive in the digital age. It is an indispensable guide for executives looking to take their firms to the next stage of profitable growth.

Author: Encyclopaedia Britannica, Inc
Publisher: Encyclopaedia Britannica, Inc.
ISBN: 1615355162
Category : Juvenile Nonfiction
Languages : en
Pages : 2982

View

Book Description
The Britannica Enciclopedia Moderna covers all fields of knowledge, including arts, geography, philosophy, science, sports, and much more. Users will enjoy a quick reference of 24,000 entries and 2.5 million words. More then 4,800 images, graphs, and tables further enlighten students and clarify subject matter. The simple A-Z organization and clear descriptions will appeal to both Spanish speakers and students of Spanish.

Author:
Publisher:
ISBN: 9781622701070
Category :
Languages : en
Pages :

View

Book Description
The Cal/OSHA Pocket Guide for the Construction Industry is a handy guide for workers, employers, supervisors, and safety personnel. This latest 2011 edition is a quick field reference that summarizes selected safety standards from the California Code of Regulations. The major subject headings are alphabetized and cross-referenced within the text, and it has a detailed index. Spiral bound, 8.5 x 5.5"

Author: Matt Garrish
Publisher: "O'Reilly Media, Inc."
ISBN: 1449329322
Category : Computers
Languages : en
Pages : 48

View

Book Description
Although the digital revolution has made content available to more people than print books ever could, ebooks are still only as accessible as the foundation they’re built on—and all too often the foundation is weak. But that’s changing. With the introduction of EPUB 3, publishers now have the means to create a single rich data source for audiences of all reading abilities. Through practical tips and examples, Accessible EPUB 3 takes you inside the EPUB 3 format and explores how you can enrich and enhance content for all readers. Author Matt Garrish demystifies the process of making content easier to access, demonstrating how accessible practices are intertwined with standard content best practices. Among many techniques, this guide will teach you how to: Add structure and meaning to your publications to make them more usable by accessible technologies Tailor EPUB Navigation Documents for readers requiring either full or reduced navigation Create media overlays to synchronize human narration with text display Improve text-to-speech playback by adding SSML, PLS lexicons, and CSS3 Speech functionality

Author: Deborah J. MacInnis
Publisher: Routledge
ISBN: 1317469186
Category : Business & Economics
Languages : en
Pages : 536

View

Book Description
Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The Handbook of Brand Relationships" includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.

Author: Neil Rackham
Publisher: Taylor & Francis
ISBN: 1000111482
Category : Business & Economics
Languages : en
Pages : 253

View

Book Description
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.