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Author: Gary Armstrong
Publisher: Pearson Educación
ISBN: 9789702604006
Category : Business & Economics
Languages : en
Pages : 686
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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: Gary Armstrong
Publisher: Pearson Educación
ISBN: 9789702604006
Category : Business & Economics
Languages : en
Pages : 686
Get Book Here
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: Maicon Leonel
Publisher: Clube de Autores
ISBN:
Category : Study Aids
Languages : en
Pages : 21
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Book Description
VOCE VAI APRENDER TUDO SOBRE O GUIA PARA APRENDER SOBRE MARKETING DIGITAL
Author: José Luís Reis
Publisher: Springer Nature
ISBN: 9819715520
Category : Marketing
Languages : en
Pages : 862
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Book Description
Zusammenfassung: This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2023), held at Faculty of Economics and Management (FEM), Czech University of Life Sciences Prague (CZU), in partnership with University College Prague (UCP), in Prague, Czech Republic, between 30 November and 2 December 2023. 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: Hernández-Santaolalla, Víctor
Publisher: IGI Global
ISBN: 1799831205
Category : Business & Economics
Languages : en
Pages : 457
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Book Description
As media evolves with technological improvement, communication changes alongside it. In particular, storytelling and narrative structure have adapted to the new digital landscape, allowing creators to weave immersive and enticing experiences that captivate viewers. These experiences have great potential in marketing and advertising, but the medium’s methods are so young that their potential and effectiveness is not yet fully understood. Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies is a collection of innovative research that explores transmedia storytelling and digital marketing strategies in relation to audience engagement. Highlighting a wide range of topics including promotion strategies, business models, and prosumers and influencers, this book is ideally designed for digital creators, advertisers, marketers, consumer analysts, media professionals, entrepreneurs, managers, executives, researchers, academicians, and students.
Author: Andrea Gay Zaragoza
Publisher: Editorial Almuzara
ISBN: 848356520X
Category : Business & Economics
Languages : en
Pages : 133
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Book Description
El corazón de mango teje la historia de una marca global con un estilo propio en los escaparates y la trastienda. Un título en el que los autores se adentran en el corazón de la compañía y analizan su modelo de gestión, sus planes de expansión y crecimiento y la estrategia corporativa.
Author: Elena Neira
Publisher: Editorial UOC
ISBN: 8491160477
Category : Business & Economics
Languages : en
Pages : 111
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Book Description
Detrás del estreno de una película, existe una cuidada estrategia en la que se llevan a cabo distintas acciones con un objetivo común: conseguir un buen debut en cines y, por extensión, un recorrido comercial óptimo en el resto de las ventanas de explotación. Este libro aborda la promoción de una película de manera global. El lector descubrirá, de la mano de sus autores, las principales herramientas y estrategias que la empresa audiovisual tiene a su disposición durante toda la cadena de generación de valor de un título: desde la idea creativa hasta el día de su proyección en salas. Por un lado se exponen los procesos, estrategias, materiales y medios que forman parte de una campaña de marketing cinematográfico para explicar, posicionar y promocionar un título entre los espectadores potenciales. En segundo lugar se abordan las técnicas que proporciona la investigación de mercado para definir productos más afines, dimensionar la película y conocer mejor el público objetivo (target) al que nos dirigimos. Por último se explican las posibilidades de promoción que ofrecen las redes sociales al sector del entretenimiento, especialmente en uno de los nichos de audiencia más esquivo: los jóvenes.
Author: Margalina, Vasilica-Maria
Publisher: IGI Global
ISBN: 1799818616
Category : Business & Economics
Languages : en
Pages : 427
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Book Description
Numerous clothing industries face highly dynamic environments, and growth in this environment depends upon both external and internal factors. External factors are represented by aggressive competition and volatile product demand. Internally, the industry must face an increasingly shorter life cycle of the product and the need to innovate both product and organizational development. The competitive advantage of the industry lies in its ability to design a value-creating system based on the management of both external and internal relationships. The successful management of these relationships relies not only on successful customer relationship management but also on effective product supply and demand upkeep. Management and Inter/Intra Organizational Relationships in the Textile and Apparel Industry provides emerging research exploring relevant theoretical frameworks and the latest empirical research underlining the complexity of management applications within the textile industry. Featuring coverage on a broad range of topics such as consumer relationships, cultural identity, and organizational culture, this book is ideally designed for researchers, academicians, professionals, and students working in various disciplines including management, industrial organization, organizational behavior, human resource management, decision science, design science, and information and communication. Moreover, the book will provide insights and support executives and managers of the textile and apparel industry concerned with the ethic design, contamination, and the management relationships with workers, customers, suppliers, the community, and organizational development.
Author: Ana Cristina Broega
Publisher: Springer Nature
ISBN: 3031167732
Category : Technology & Engineering
Languages : en
Pages : 801
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Book Description
This book offers a multidisciplinary perspective on research and developments at the interface between industrial design, textile engineering and fashion. It covers advances in fashion and product design, and in textile production alike, reporting on smart and sustainable industrial procedures and 3D printing, issues in marketing and communication, and topics concerning social responsibility, sustainability, emotions, creativity and education. It highlights research that is expected to foster the development of design and fashion on a global and interdisciplinary scale. Gathering the proceedings of the 5th International Fashion and Design Congress, CIMODE 2022, held on July 4-7, 2022, in Guimarães, Portugal, this book offers extensive information and a source of inspiration to both researchers and professionals in the field of fashion, design, engineering, communication as well as education.
Author: Fidel del Castillo Díaz
Publisher: ESIC
ISBN: 8417914080
Category : Business & Economics
Languages : en
Pages : 252
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Book Description
-Uf! another advertising manual... -Yes, another manual. But this one is different. To begin with, with Plato's permission, it is a book written in the form of a question/answer, almost a conversation. With this we are going to try to make it a little more enjoyable and even put a spark of humor in it. But beyond the form, is a manual written by eight advertising professionals, professionals who have been working for years in their respective positions ... An advertiser's communications director, an advertising agency director, a creative director, a media director, an account director, a strategic planning director, an expert in advertising law and a creative innovation director tell us what their vision is of the work they do, the functioning of the agency and advertising in general. The advertising told by advertisers is, in addition to a tautology, an unorthodox manual academically speaking but very instructive of how they think, how they work and how they live advertising professionals.
Author:
Publisher: Springer Nature
ISBN: 9819750733
Category : Sustainable development
Languages : en
Pages : 131
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Book Description
This book offers an exploration of the textile industry and their relationship to the Sustainable Development Goals (SDGs), catering specifically to academic researchers and providing a roadmap for aligning aligning textile research with the SDGs. It covers a wide range of topics, starting with an overview of the SDGs and their relevance to the textile industry. It examines the environmental footprint of textiles, including issues related to raw material sourcing, manufacturing processes, and waste management. Additionally, it explores the social and economic aspects of textiles, such as labor conditions, fair trade, and responsible consumption. One of the main focuses of this book is the role of innovation and technology in advancing sustainable textiles. It discusses emerging materials and technologies that promote circularity, reduce environmental harm, and enhance social well-being. Furthermore, it explores the potential of digitalization, artificial intelligence, and data analytics in optimizing textile production, distribution, and consumption patterns. This book also addresses the challenges and opportunities associated with sustainable textile supply chains. It analyzes the complexities of global value chains, the need for transparency and traceability, and the importance of collaboration among stakeholders. Furthermore, it highlights strategies for promoting sustainable fashion, encouraging responsible consumption, and fostering circular business models. By delving into these topics, this book aims to solve several key problems faced by academic researchers in the field of textiles and sustainability. It provides a holistic understanding of the SDGs and their integration into textile research, helping researchers align their work with broader sustainability objectives. It offers insights into the latest innovations and technologies, enabling researchers to explore cutting-edge solutions for sustainable textiles. Additionally, it presents case studies and best practices from industry leaders, inspiring researchers to undertake impactful research and contribute to positive change. This book is intended for academic researchers, as well as practitioners, specializing in textiles, sustainability, and related fields. It serves as a valuable resource for professors, postgraduate students, and professionals seeking to deepen their knowledge of the interplay between textiles and the SDGs. It encourages critical thinking, fosters interdisciplinary collaboration, and equips researchers with the tools and insights necessary to drive sustainable transformations within the textile industry and beyond.
