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Author: Sergio Maruenda Bataller
Publisher: Cambridge Scholars Publishing
ISBN: 1443831115
Category : Language Arts & Disciplines
Languages : en
Pages : 700
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Book Description
The demands of today’s society for greater specialization have brought about a profound transformation in the humanities, which are not immune to the competitive pressure to meet new challenges that are present in other sectors. Thus, lecturers and researchers in modern languages and applied linguistics departments have made great efforts to design syllabi and materials more attuned to the competences and requirements of potential working environments. At the same time, linguists have attempted to apply their expertise in wider areas, creating research institutes that focus on applying language and linguistics in different contexts and offering linguistic services to society as a whole. This book attempts to provide a global view of the multiple voices involved in interdisciplinary research and innovative proposals in teaching specialized languages while offering contributions that attempt to fill the demands of a varied scope of disciplines such as the sciences, professions, or educational settings. The chapters in this book are made up of current research on these themes: discourse analysis in academic and professional genres, specialized translation, lexicology and terminology, and ICT research and teaching of specialized languages.
Author: Sergio Maruenda Bataller
Publisher: Cambridge Scholars Publishing
ISBN: 1443831115
Category : Language Arts & Disciplines
Languages : en
Pages : 700
Get Book Here
Book Description
The demands of today’s society for greater specialization have brought about a profound transformation in the humanities, which are not immune to the competitive pressure to meet new challenges that are present in other sectors. Thus, lecturers and researchers in modern languages and applied linguistics departments have made great efforts to design syllabi and materials more attuned to the competences and requirements of potential working environments. At the same time, linguists have attempted to apply their expertise in wider areas, creating research institutes that focus on applying language and linguistics in different contexts and offering linguistic services to society as a whole. This book attempts to provide a global view of the multiple voices involved in interdisciplinary research and innovative proposals in teaching specialized languages while offering contributions that attempt to fill the demands of a varied scope of disciplines such as the sciences, professions, or educational settings. The chapters in this book are made up of current research on these themes: discourse analysis in academic and professional genres, specialized translation, lexicology and terminology, and ICT research and teaching of specialized languages.
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:
Publisher:
ISBN:
Category : Law
Languages : en
Pages : 356
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Book Description
Author: Jaime Rivera Camino
Publisher: ESIC
ISBN: 8416462828
Category : Business & Economics
Languages : en
Pages : 273
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Book Description
Este libro ha sido concebido con la vocación de servir como material didáctico. Para ello, se analiza de manera pedagógica, el complejo entorno en que se desenvuelven las entidades financieras, y las herramientas que les puede aportar el marketing para sobrevivir en un mercado maduro y sujeto a innumerables retos. Los autores exponen de manera sencilla y comprensible tanto las estrategias como las tácticas de marketing que requieren las empresas del sector financiero para ser competitivas. El lector encontrará en estas páginas ejemplos e ilustraciones de bancos de países de distintos continentes, y podrá conocer la evolución que ha experimentado el marketing en las entidades financieras, pasando de un enfoque de relaciones públicas, a la promoción de ventas y al uso de la publicidad. En esta evolución, al igual que ha sucedido en otros sectores, la crisis financiera mundial ha provocado que los bancos hayan tomado conciencia de la utilidad del marketing para colocar al cliente en el centro de su modelo de negocio. Como consecuencia, este libro nace con el ánimo de llenar el vacío relativo al conocimiento del uso efectivo del marketing en este sector. Y por ello, en esta obra se expone el proceso estratégico y operativo que deben utilizar las instituciones financieras para satisfacer las necesidades de sus segmentos objetivos. En su interior se desarrollan también, de manera armónica, los conceptos prácticos y empíricos que pueden ser usados tanto por estudiantes de grado y de postgrado, como por profesionales interesados en conocer de qué forma utilizar el marketing de adquisición y de retención en el sector financiero. Este conocimiento es esencial para instituciones que enfrentan condiciones de mercado de creciente complejidad y competitividad. En donde la aparición de nuevos actores (principalmente empresas tecnológicas), ha comenzado a amenazar líneas de negocio hasta ahora exclusivas de los bancos tradicionales.
Author: Pedro Ferreira
Publisher: Vida Economica Editorial
ISBN: 989768123X
Category : Business & Economics
Languages : en
Pages : 162
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Book Description
Um conceito provocatório, que opõe visões distintas sobre temas polémicos no marketing. Um livro que pretende suscitar debate, reflexão e tomada de posição baseada em opiniões de reputados especialistas. Ao longo da obra, autores conceituados aceitaram um desafio acerca de tópicos “quentes” na área do marketing: que expusessem de forma fria e isenta as suas visões, a preto e a branco, dos temas em que trabalham. Estrutura da obra: - O preto e o branco. O Ying e o Yang. - Razão ou emoção? Cérebro ou coração? A razão e a emoção representam duas perspetivas (aparentemente) antagónicas do consumidor. De um lado a necessidade, funcionalidade e racionalidade; do outro, o desejo, a intuição e a impulsividade. O que pesa mais no comportamento e decisão? - Existe um ADN do consumidor? O comportamento do consumidor é psicossociológico, influenciado pelo ambiente, ou a biologia tem uma palavra a dizer? O meio é mais importante que a biologia? Ou será o inverso? Estará o comportamento predeterminado? Haverá um código genético do consumidor? - Gritar ou falar ao ouvido? Vivemos num mundo de competição feroz e a comunicação assume um papel fulcral na afirmação de marcas e produtos. Como salientar a mensagem de marketing e captar a atenção do consumidor? Será a elevada exposição dos meios mais massificados o melhor caminho ou o segredo reside em “atacar” o consumidor de forma cirúrgica e localizada? - A (r)evolução das redes sociais? O boom das redes sociais marcou uma forma diferente de as marcas se relacionarem com os consumidores, mas um estudo divulgado pelo The Guardian revela que o Facebook está “morto e enterrado” para as novas gerações, que usam mais o Instagram, Twitter e WhatsApp. Estarão as redes sociais, tal como as conhecemos, a atingir um ponto de viragem? Como serão as redes sociais no futuro? Como se posicionarão as marcas perante um novo paradigma das redes sociais? - Jornalistas e marketers: uma relação amor-ódio? A comunicação social, entendida como o quarto poder, é também no âmbito do marketing e do consumo uma ferramenta com uma força enorme. Os profissionais de marketing, conscientes disso, tentam estabelecer uma relação profícua com os profissionais de comunicação social, mas nem sempre de forma totalmente eficaz. Muitas vezes, parecem dois mundos, duas linguagens muito diferentes. Qual a visão de jornalistas sobre o marketing e dos profissionais de marketing sobre o jornalismo? Estão condenados a uma relação amor-ódio - O enamoramento e a ilusão...
Author: Alexander L. Fattal
Publisher: University of Chicago Press
ISBN: 022659064X
Category : Social Science
Languages : en
Pages : 325
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Book Description
Brand warfare is real. Guerrilla Marketing details the Colombian government’s efforts to transform Marxist guerrilla fighters in the FARC into consumer citizens. Alexander L. Fattal shows how the market has become one of the principal grounds on which counterinsurgency warfare is waged and postconflict futures are imagined in Colombia. This layered case study illuminates a larger phenomenon: the convergence of marketing and militarism in the twenty-first century. Taking a global view of information warfare, Guerrilla Marketing combines archival research and extensive fieldwork not just with the Colombian Ministry of Defense and former rebel communities, but also with political exiles in Sweden and peace negotiators in Havana. Throughout, Fattal deftly intertwines insights into the modern surveillance state, peace and conflict studies, and humanitarian interventions, on one hand, with critical engagements with marketing, consumer culture, and late capitalism on the other. The result is a powerful analysis of the intersection of conflict and consumerism in a world where governance is increasingly structured by brand ideology and wars sold as humanitarian interventions. Full of rich, unforgettable ethnographic stories, Guerrilla Marketing is a stunning and troubling analysis of the mediation of global conflict.
Author: Lewis Paul McCann
Publisher:
ISBN:
Category : Beef cattle
Languages : en
Pages : 848
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Book Description
Author: Allam Hamdan
Publisher: Springer Nature
ISBN: 3031358287
Category : Technology & Engineering
Languages : en
Pages : 1145
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Book Description
This book explores how AI is transforming digital marketing and what it means for businesses of all sizes and looks at how AI is being used to personalize content, improve targeting, and optimize campaigns. This book also examines some of the ethical considerations that come with using AI in 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:
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 676
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Book Description
Although direct mail is the fastest growing marketing medium in the world, it is still largely organized on a national basis and remains confined by borders. To support and inform marketing professionals in the development of direct marketing into an international activity, the fourth edition of this title offers a comprehensive 'one-stop' guide to the direct mail potential of every major export market in the world. It provides authoritative, independent advice on how to formulate and execute effective campaigns, along with detailed information on markets, costs and data relevant to businesses based in any country.
