El impacto de la comunicación integrada de marketing en la cración del valor de marca : un enfoque cross-cultural en el entorno hostelero PDF Download

Author: Universitat de València. Departament de Comercialització i Investigació de Mercats
Publisher:
ISBN:
Category :
Languages : es
Pages : 616

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Author: Juan Miguel Alcántara Pilar
Publisher: Ediciones Pirámide
ISBN: 843684727X
Category : Business & Economics
Languages : es
Pages : 246

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Llegar a entender lo que representa el concepto de cultura, su importancia en la comunicación y el marketing, las principales propuestas y dimensiones culturales que se han desarrollado a lo largo de los años, así como el papel del idioma como transportador de los valores culturales, resulta de gran utilidad para estudiantes, profesores y profesionales del mundo del marketing y los negocios. Es una obra con una clara orientación docente que busca adentrar al lector en el entendimiento de la cultura y sus aplicaciones al ámbito del marketing desde una perspectiva práctica, al incluir continuos ejemplos y casos prácticos, ideas para recordar y cuestiones para pensar y debatir que ayudarán al estudiantado a comprender de una manera lógica y fácil los contenidos, y al profesorado a impartirlos desde la rigurosidad y la práctica.

Author: Patricia Coll Rubio
Publisher: Editorial UOC
ISBN: 8491802568
Category : Business & Economics
Languages : es
Pages : 142

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Este libro describe las estrategias y técnicas de marketing y comunicación de la nueva economía, desde el prisma del growth hacking, con una visión de la comunicación 360, heredera de las teorías de la comunicación integrada de marketing. La obra apunta las claves de la planificación estratégica, con un repaso exhaustivo de los campos de actuación clave del marketing, la publicidad y las relaciones públicas, como el influencer marketing y de contenidos, a través de los casos de más de una decena de empresas de la nueva economía, como 8wires, Badi, Byhours, Cabify, Fotocasa, Glovo, Holaluz, Infojobs, Uber, Wallapop y Westwing.

Author: Imma Rodríguez Ardura
Publisher: Editorial UOC
ISBN: 9788497882842
Category : Business & Economics
Languages : es
Pages : 350

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Cinco capítulos componen esta obra que estudia la comunicación integrada en la empresa desde diferentes departamentos comerciales: Venta personal y dirección de ventas; Publicidad ; Promoción de ventas; Patrocinio y relaciones públicas y Marketing directo e interactivo.

Author: Roberta Minazzi
Publisher: Springer
ISBN: 3319051822
Category : Business & Economics
Languages : en
Pages : 178

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This book describes ongoing developments in social media within the tourism and hospitality sector, highlighting impacts on both the demand and the supply side. It offers a combination of theory and practice, with discussion of real-life business experiences. The book is divided into three parts, the first of which provides an overview of recent trends in social media and user-generated content, clarifies concepts that are often used in an overlapping way and examines the “digitization of word of mouth” via online networks. The second part analyzes the impacts that social media can have on traveler behavior for each step in the travel process and also on suppliers, highlighting opportunities, threats and strategies. In the third part of the book, future potential trends deriving from the mobile marketing technologies are explored and possible methods for social monitoring by means of key performance indicators are examined. It is considered how engaging customers and prospects by means of social media might increase customer loyalty, foster electronic word-of-mouth communication, and consequently have important effects on corporate sales and revenues. The discussion encompasses methods to measure company performance on each of the social media in order to understand the optimal mix that will support and improve business strategies.

Author: Kurt Larsen
Publisher: World Bank Publications
ISBN: 0821379453
Category : Business & Economics
Languages : en
Pages : 242

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This book examines how agricultural innovation arises in four African countries ? Ghana, Kenya, Tanzania, and Uganda ? through the lens of agribusiness, public policies, and specific value chains for food staples, high value products, and livestock.

Author: John R.M. Hand
Publisher: OUP Oxford
ISBN: 0191588954
Category :
Languages : en
Pages : 558

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Author: Amedeo Fossati
Publisher: Springer Science & Business Media
ISBN: 1461543215
Category : Science
Languages : en
Pages : 259

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For many countries tourism is an industry of great economic significance; it is seen as a main instrument for regional development, as it stimulates new economic activities. Tourism may have a positive economic impact on the balance of payments, on employment, on gross income and production, but it may also have negative effects, particularly on the environment. Questions arise as to whether it is possible to keep on developing tourism in a certain area without negative or irreversible influences on the environment. Tourism and Sustainable Economic Development provides a theoretical framework for these problems, as well as practical illustrations on the following topics: the conditions under which specialization in tourism is not harmful for economic growth; the trade-offs, if any, between tourism development and economic growth; the need for government intervention and the various policy options and instruments available to policy makers. The book comprises two parts. The first part presents general views on tourism and sustainable economic development, and some opinions on the relationship between tourism and the environment. Some of the basic concepts implicit in sustainability are examined in relation to regional development, urban tourism, art cities, and rural tourism. The second part of the book concentrates on strategies and policy instruments. The purpose is to concisely define and bring together some policies which appear to be necessary, and whose implementation is required if we are to reconcile tourism development with the protection and conservation of the environment. Some analytical tools for policy making with regard to tourism and the environment are developed. As will become clear, there are many gaps in our knowledge that need to be filled if we are to be successful in controlling tourism in a way that puts this important industry onto a sustainable development path.

Author: Eugene D. Jaffe
Publisher: Copenhagen Business School Press
ISBN:
Category : Brand choice
Languages : en
Pages : 194

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This book features in-depth analyses of interactions between brand, country and product images; real-life examples of country branding; and guidelines for managerial action, making it a usful resource for students of International Marketing, International Business and Consumer Behaviour as well as for international marketing managers, industry leaders and government officials. Subjects covered include: Consumers' perception of countries as sources for brands and products; how to utilize country try image by the firm; how to manage national promotion campaigns of country image; country of origin labeling requirements; the use of the made-in label as a trade barrier; and the future role of brand and country images in the age of eCommerce. Eugene D. Jaffe is Professor and Israel D. Nebenzahl is Associate Professor, both at the Graduate School of Business Administration, Bar-Ilan University, Israel.

Author: bob Mckercher
Publisher: Routledge
ISBN: 1136615156
Category : Business & Economics
Languages : en
Pages : 272

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Examine cultural tourism issues from both sides of the industry! Unique in concept and content, Cultural Tourism: The Partnership Between Tourism and Cultural Heritage Management examines the relationship between the sectors that represent opposite sides of the cultural tourism coin. While tourism professionals assess cultural assets for their profit potential, cultural heritage professionals judge the same assets for their intrinsic value. Sustainable cultural tourism can only occur when the two sides form a true partnership based on understanding and appreciation of each other's merits. The authors--one, a tourism specialist, the other, a cultural heritage management expert--present a model for a working partnership with mutual benefits, integrating management theory and practice from both disciplines. Cultural Tourism is the first book to combine the different perspectives of tourism management and cultural heritage management. It examines the role of tangible (physical evidence of culture) and intangible (continuing cultural practices, knowledge, and living experiences) heritage, describes the differences between cultural tourism products and cultural heritage assets, and develops a number of conceptual models, including a classification system for cultural tourists, indicators of tourism potential at cultural and heritage assets, and assessment criteria for cultural and heritage assets with tourism potential. Cultural Tourism examines the five main constituent elements involved in cultural tourism: cultural and heritage assets in tourism sites such as the Royal Palace in Bangkok, the Cook Islands, and Alcatraz Prison in San Francisco. tourism--what it is, how it works, and what makes it a success five different types of cultural tourists consumption of products, value adding, and commodification integrating the first four elements to satisfy the tourist, meet the needs of the tourism industry, and conserve the intrinsic value of the asset Though tourism and cultural heritage management professionals have mutual interests in the management, conservation, and presentation of cultural and heritage assets, the two sectors operate on parallel planes, maintaining an uneasy partnership with surprisingly little dialogue. Cultural Tourism provides professionals and students in each field with a better understanding of their own roles in the partnership, bridging the gap via sound planning, management, and marketing to produce top-quality, long-lasting cultural tourism products. Now translated into simplified Chinese.