Author: Jon Rodríguez Campo
Publisher:
ISBN:
Category :
Languages : es
Pages : 100
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Book Description
Este trabajo pretende analizar la evolución de la teoría clásica de marketing de décadas pasadas, hacia el nuevo paradigma emergente, conocido como Service-dominant Logic (Vargo & Lusch, 2004, pag. 14) que surge en una sociedad cada vez más dinámica y conectada en redes múltiples de agentes que intercambian valor. La aparición de esta nueva lógica dominante de servicio, postula sobre los intercambios de utilidad entre las partes involucradas en dichos intercambios, donde los consumidores no compran solo productos, sino un servicio integral. A su vez, éstos cooperan en una red de múltiples agentes para devolverle utilidad a todas las partes, por ejemplo co-creando el propio producto. Este fenómeno supone la customización última por parte del consumidor y desemboca en la satisfacción total de la necesidad de cada actor socio-económico, pues es él mismo quien expone como desea realizar su consumo. En estas páginas se ha sintetizado toda la concerniente a la co-creación de valor en una primera parte que sirve de resumen, para después ilustrar este conocimiento con un caso práctico en el mundo del ocio electrónico que analiza transversalmente otros actores e instituciones de la sociedad, conectando y haciendo visible las redes Many-to-Many Marketing (Gummesson, 2008) mediante intercambios múltiples. Palabras clave: Co-creación de valor, redes de intercambios múltiples (many-to-many marketing), lógica de servicio integral, Service-dominant Logic.
Author: Alberto Sánchez Castañón
Publisher:
ISBN:
Category :
Languages : es
Pages : 0
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Book Description
Los artículos publicados por Vargo y Lusch en 2004, 2008 y 2015 donde definen las bases de la perspectiva de mercado denominada Service Dominant Logic (SDL) han propuesto un nuevo paradigma en las interacciones entre empresa y consumidor. Con este trabajo, se investiga el grado de coincidencia entre los axiomas de dicha perspectiva y el mercado de los videojuegos a nivel global, así como se conforma una imagen lo más precisa posible de la precepción de los jugadores acerca de dicha industria a día de hoy, analizando factores como empresas con peor y mejor imagen de marca o elementos mejor valorados por los consumidores en interacciones B2C y C2B, así como definir los perfiles de jugadores más comunes en la industria. Para ello, utilizaremos una metodología basada en la investigación cualitativa, seleccionando 4 empresas relevantes del sector, para las cuales extraeremos comentarios de usuarios en webs de reseñas, seguido de un análisis de sentimiento para dicha información extraída, complementado el resultado con una nube de palabras con clave cromática para cada empresa seleccionada. Para continuar, llevaremos a cabo una dinámica de grupo en la que recogeremos de primera mano opiniones e insights de jugadores activos en la industria, para finalizar contrastando la información obtenida en la web con aquella obtenida de manera propia. Tras esto, relacionaremos las conclusiones formadas en la investigación con los axiomas de la visión de SDL y contrastaremos diferentes perfiles de jugadores con los previamente definidos como más comunes en la contextualización teórica. Para concluir el trabajo, expondremos un caso real en la industria donde suceden varios tipos de relaciones entre agentes B2C, C2C, C2B y B2B. Palabras clave: videojuegos, Service Dominant Logic, SDL, Vargo & Lusch, co-creación de valor, servicios, C2B, C2C, B2C.
Author: David Edery
Publisher: Financial Times/Prentice Hall
ISBN: 9780132171472
Category : Business & Economics
Languages : en
Pages : 218
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Book Description
Use Video Games to Drive Innovation, Customer Engagement, Productivity, and Profit! Companies of all shapes and sizes have begun to use games to revolutionize the way they interact with customers and employees, becoming more competitive and more profitable as a result. Microsoft has used games to painlessly and cost-effectively quadruple voluntary employee participation in important tasks. Medical schools have used game-like simulators to train surgeons, reducing their error rate in practice by a factor of six. A recruiting game developed by the U.S. Army, for just 0.25% of the Army's total advertising budget, has had more impact on new recruits than all other forms of Army advertising combined. And Google is using video games to turn its visitors into a giant, voluntary labor force--encouraging them to manually label the millions of images found on the Web that Google's computers cannot identify on their own. Changing the Game reveals how leading-edge organizations are using video games to reach new customers more cost-effectively; to build brands; to recruit, develop, and retain great employees; to drive more effective experimentation and innovation; to supercharge productivity...in short, to make it fun to do business. This book is packed with case studies, best practices, and pitfalls to avoid. It is essential reading for any forward-thinking executive, marketer, strategist, and entrepreneur, as well as anyone interested in video games in general. In-game advertising, advergames, adverworlds, and beyond Choose your best marketing opportunities--and avoid the pitfalls Use gaming to recruit and develop better employees Learn practical lessons from America's Army and other innovative case studies Channel the passion of your user communities Help your customers improve your products and services--and have fun doing it What gamers do better than computers, scientists, or governments Use games to solve problems that can't be solved any other way
Author: Robert Boynton
Publisher: Vintage
ISBN: 0307429040
Category : Language Arts & Disciplines
Languages : en
Pages : 494
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Book Description
Forty years after Tom Wolfe, Hunter S. Thompson, and Gay Talese launched the New Journalism movement, Robert S. Boynton sits down with nineteen practitioners of what he calls the New New Journalism to discuss their methods, writings and careers. The New New Journalists are first and foremost brilliant reporters who immerse themselves completely in their subjects. Jon Krakauer accompanies a mountaineering expedition to Everest. Ted Conover works for nearly a year as a prison guard. Susan Orlean follows orchid fanciers to reveal an obsessive subculture few knew existed. Adrian Nicole LeBlanc spends nearly a decade reporting on a family in the South Bronx. And like their muckraking early twentieth-century precursors, they are drawn to the most pressing issues of the day: Alex Kotlowitz, Leon Dash, and William Finnegan to race and class; Ron Rosenbaum to the problem of evil; Michael Lewis to boom-and-bust economies; Richard Ben Cramer to the nitty gritty of politics. How do they do it? In these interviews, they reveal the techniques and inspirations behind their acclaimed works, from their felt-tip pens, tape recorders, long car rides, and assumed identities; to their intimate understanding of the way a truly great story unfolds. Interviews with: Gay Talese Jane Kramer Calvin Trillin Richard Ben Cramer Ted Conover Alex Kotlowitz Richard Preston William Langewiesche Eric Schlosser Leon Dash William Finnegan Jonathan Harr Jon Krakauer Adrian Nicole LeBlanc Michael Lewis Susan Orlean Ron Rosenbaum Lawrence Weschler Lawrence Wright
Author: Gesine Müller
Publisher: Walter de Gruyter GmbH & Co KG
ISBN: 3110641135
Category : Foreign Language Study
Languages : en
Pages : 246
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Book Description
From today’s vantage point it can be denied that the confidence in the abilities of globalism, mobility, and cosmopolitanism to illuminate cultural signification processes of our time has been severely shaken. In the face of this crisis, a key concept of this globalizing optimism as World Literature has been for the past twenty years necessarily is in the need of a comprehensive revision. World Literature, Cosmopolitanism, Globality: Beyond, Against, Post, Otherwise offers a wide range of contributions approaching the blind spots of the globally oriented Humanities for phenomena that in one way or another have gone beyond the discourses, aesthetics, and political positions of liberal cosmopolitanism and neoliberal globalization. Departing basically (but not exclusively) from different examples of Latin American literatures and cultures in globalized contexts, this volume provides innovative insights into critical readings of World Literature and its related conceptualizations. A timely book that embraces highly innovative perspectives, it will be a mustread for all scholars involved in the field of the global dimensions of literature.
Author: Andrea Basantes-Andrade
Publisher: Springer Nature
ISBN: 3030372219
Category : Technology & Engineering
Languages : en
Pages : 492
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Book Description
This book presents the proceedings of International Conference on Knowledge Society: Technology, Sustainability and Educational Innovation (TSIE 2019). The conference, which was held at UTN in Ibarra, Ecuador, on 3–5 July 2019, allowed participants and speakers to share their research and findings on emerging and innovative global issues. The conference was organized in collaboration with a number of research groups: Group for the Scientific Research Network (e-CIER); Research Group in Educational Innovation and Technology, University of Salamanca, Spain(GITE-USAL); International Research Group for Heritage and Sustainability (GIIPS), and the Social Science Research Group (GICS). In addition, it had the endorsement of the RedCLARA, e-science, Fidal Foundation, Red CEDIA, IEEE, Microsoft, Business IT, Adobe, and Argo Systems. The term “knowledge society” can be understood as the management, understanding and co-creation of knowledge oriented toward the sustainable development and positive transformation of society. In this context and on the occasion of the XXXIII anniversary of the Universidad Técnica del Norte (UTN), the Postgraduate Institute through its Master of Technology and Educational Innovation held the I International Congress on Knowledge Society: Technology, Sustainability and Educational Innovation – TSIE 2019, which brought together educators, researchers, academics, students, managers, and professionals, from both the public and private sectors to share knowledge and technological developments. The book covers the following topics: 1. curriculum, technology and educational innovation; 2. media and education; 3. applied computing; 4. educational robotics. 5. technology, culture, heritage, and tourism development perspectives; and 6. biodiversity and sustainability.
Author: Gunther Kress
Publisher: Routledge
ISBN: 1134908288
Category : Education
Languages : en
Pages : 248
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Book Description
First published in 1982, this influential and classic text poses two questions: what is it that a child learns when he or she learns to write? What can we learn about children, society and ourselves, by looking at this process? The book is based on a close analysis of a series of written texts by primary school children and is written for student teachers with little or no knowledge of linguistics. In this new edition, Gunther Kress has made extensive revisions in the light of recent developments in linguistics and in education. The theoretical focus is now a social semiotic one, which allows a fundamental rethinking of issues such as 'preliteracy' and broad social and cultural questions around the making of texts.
Author: United States. Bureau of Labor Statistics
Publisher:
ISBN:
Category : Labor supply
Languages : en
Pages : 126
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Book Description
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: Eduardo Fayos-Solà
Publisher: Springer
ISBN: 3319899414
Category : Business & Economics
Languages : en
Pages : 343
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Book Description
This book presents the foundations for the future of tourism in a structured and detailed format. The who-is-who of tourism intelligence has collaborated to present a definitive blueprint for tourism reflecting the role of science, market institutions, and governance in its innovation and sustainability. The book adopts a comprehensive approach, exploring recent research and the latest developments in practice to inform the reader about instruments and actions that can shape a successful future for tourism. Broad in scope, the book incorporates the perspectives of leading tourism academics, as well as the views of tourism entrepreneurs, destination managers, government officials, and civil leaders. The book is divided into three parts, the first of which addresses the scientific facets of innovation, analyzing the challenges and opportunities that technology provides for organic and disruptive developments in tourism, which will shape its future. In turn, the second part examines socio-cultural paradigms – with a view to dismantling traditional barriers to innovation. It also explores the role of heritage and the ethics of inclusiveness as drivers for sustainable tourism. The third part investigates new ways and means in governance and policy making for tourism. It introduces advances such as strategic positioning, symbiotic partnerships, and innovative management, and closes by presenting governance frameworks for an inclusive and sustainable future of tourism.
