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Author: Manuel Cuadrado García
Publisher: Editorial UOC
ISBN: 8497889657
Category : Business & Economics
Languages : es
Pages : 211
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Book Description
¿Percibe el público la oferta de una librería tal cual se plantea desde la dirección? ¿Cómo erradicar el problema del maltrato a libros en una biblioteca? ¿Produce la programación de un festival de cine algún efecto social? ¿De qué depende el éxito de la relación entre exhibidores teatrales y compañías? ¿Cuáles son las causas de la descarga gratuita de música? ¿Cómo valoran un festival de teatro de calle sus asistentes? ¿Qué mensaje proyectar para erradicar un problema en una biblioteca? ¿Qué efecto tiene la promoción de música a través de radiofórmulas? ¿Cómo valorar si están satisfechos los visitantes de una exposición? ¿Por qué la gente joven ha dejado de ir al cine? ¿Qué imagen tienen de un auditorio sus asistentes regulares? ¿Qué fuentes de financiación pueden utilizar los museos para conseguir más público? ? Este libro da respuesta a todas estas preguntas a través de 12 investigaciones de marketing realizadas en diferentes contextos culturales.
Author: Manuel Cuadrado García
Publisher: Editorial UOC
ISBN: 8497889657
Category : Business & Economics
Languages : es
Pages : 211
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Book Description
¿Percibe el público la oferta de una librería tal cual se plantea desde la dirección? ¿Cómo erradicar el problema del maltrato a libros en una biblioteca? ¿Produce la programación de un festival de cine algún efecto social? ¿De qué depende el éxito de la relación entre exhibidores teatrales y compañías? ¿Cuáles son las causas de la descarga gratuita de música? ¿Cómo valoran un festival de teatro de calle sus asistentes? ¿Qué mensaje proyectar para erradicar un problema en una biblioteca? ¿Qué efecto tiene la promoción de música a través de radiofórmulas? ¿Cómo valorar si están satisfechos los visitantes de una exposición? ¿Por qué la gente joven ha dejado de ir al cine? ¿Qué imagen tienen de un auditorio sus asistentes regulares? ¿Qué fuentes de financiación pueden utilizar los museos para conseguir más público? ? Este libro da respuesta a todas estas preguntas a través de 12 investigaciones de marketing realizadas en diferentes contextos culturales.
Author: Andrew Smith
Publisher: University of Westminster Press
ISBN: 1914386450
Category : Social Science
Languages : en
Pages : 310
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Book Description
This book explores how festivals and events affect urban places and public spaces, with a particular focus on their role in fostering inclusion. The ‘festivalisation’ of culture, politics and space in cities is often regarded as problematic, but this book examines the positive and negative ways that festivals affect cities by examining festive spaces as contested spaces. The book focuses on Western European cities, a particularly interesting context given the social and cultural pressures associated with high levels of in-migration and concerns over the commercialisation and privatisation of public spaces. The key themes of this book are the quest for more inclusive urban spaces and the contested geographies of festival spaces and places. Festivals are often used by municipal authorities to break down symbolic barriers that restrict who uses public spaces and what those spaces are used for. However, the rise of commercial festivals and ticketed events means that they are also responsible for imposing physical and financial obstacles that reduce the accessibility of city parks, streets and squares. Alongside addressing the contested effects of urban festivals on the character and inclusivity of public spaces, the book addresses more general themes including the role of festivals in culture-led regeneration. Several chapters analyse festivals and events as economic development tools, and the book also covers contested representations of festival cities and the ways related images and stories are used in place marketing. A range of cases from Western Europe are used to explore these issues, including chapters on some of the world’s most significant and contested festival cities: Venice, Edinburgh, London and Barcelona. The book covers a wide range of festivals, including those dedicated to music and the arts, but also events celebrating particular histories, identities and pastimes. A series of fascinating cases are discussed - from the Venice Biennale and Dublin Festival of History, to Rotterdam’s music festivals and craft beer festivals in Manchester. The diverse and innovative qualities of the book are also evident in the range of urban spaces covered: obvious examples of public spaces – such as parks, streets, squares and piazzas – are addressed, but the book includes chapters on enclosed public spaces (e.g., libraries) and urban blue spaces (waterways) too. This reflects the interpretation of public spaces as socio-material entities: they are produced informally through their use (including for festivals and events), as well as through their formal design and management.
Author:
Publisher: Comunicacion Científica
ISBN: 6079104067
Category : Business & Economics
Languages : en
Pages : 167
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Book Description
El marketing está presente en la cotidianeidad del ser humano, inmerso en la vida habitual del individuo al navegar en redes sociales, en las calles, mientras se traslada a su centro de trabajo, en los alimentos que consume y en los lugares que visita. En este sentido, las organizaciones advierten los cambios que presenta el entorno para dar una respuesta mediante la generación de satisfactores acordes a las necesidades y deseos que demandan los mercados de consumo. De esta forma las prácticas contemporáneas de marketing, los mercados de consumo y las propuestas de valor contribuyen al desarrollo de la economía de las empresas, por esto se vuelve relevante analizarlas desde distintas perspectivas. Las prácticas del marketing expuestas en esta obra abordan temáticas diversas que van desde el análisis del marketing de nostalgia, en postres tradicionales en el ámbito local, hasta la identificación de factores en el comercio transfronterizo de alimentos de la región, pasando por estudios de localización de restaurantes, la caracterización de influencers gastronómicos en Sonora y el uso del merchandising en productos con sellos de advertencia. En la presente publicación se abordan diferentes escenarios del consumidor desde la óptica del marketing, en los cuales se observan diversas estrategias que en el transcurrir del tiempo han evolucionado y se han fusionado con enfoques éticos y de sustentabilidad. DOI: https://doi.org/10.52501/cc.168
Author: Dagoberto Páramo Morales
Publisher: Lulu.com
ISBN: 1291523677
Category : Business & Economics
Languages : es
Pages : 159
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Book Description
Este libro es fruto de un trabajo de investigación sobre la contribución que han desarrollado las tiendas de barrio a la economía nacional colombiana.
Author: University of Texas. Library. Latin American Collection
Publisher:
ISBN:
Category : Latin America
Languages : en
Pages : 752
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Book Description
Author: Silvia Sivera
Publisher: Editorial UOC
ISBN: 8491161414
Category : Business & Economics
Languages : en
Pages : 192
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Book Description
El marketing viral se inoculó en el panorama profesional publicitario como una vacuna eficazy económica contra la supuesta inmunidad de las audiencias a los mensajes comerciales. Conseguir que fueran los consumidores quienes transmitieran los anuncios espontáneamente entre sus redes sociales se consideró la panacea en un mercado comunicativo sobresaturado. Sin embargo, la publicidad boca a oreja, basada en recomendaciones, ya conseguía el mismo objetivo desde tiempos ancestrales. Fueron las tecnologías de la información y de la comunicación (TIC) las que posibilitaron el salto exponencial hacia la publicidad viral y, en consecuencia, un cambio de magnitudes sin precedentes: los contenidos comerciales pasaban a ser compartibles a escala planetaria, a la velocidad de un clic.Este libro se centra en detectar las claves creativas comunes que detonaron el contagio de 651 vídeos publicitarios entre los usuarios de las redes sociales digitales.A partir de un constructo analítico formado por drivers creativos, cepas virales y la variable ambigüedad, se propone la fórmula V = cc (d+c) + a, como base inspiradora para crear publicidad altamente contagiosa.
Author: Ana Patricia Rodríguez
Publisher: University of Texas Press
ISBN: 0292774583
Category : Literary Criticism
Languages : en
Pages : 311
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Book Description
In 1899, the United Fruit Company (UFCO) was officially incorporated in Boston, Massachusetts, beginning an era of economic, diplomatic, and military interventions in Central America. This event marked the inception of the struggle for economic, political, and cultural autonomy in Central America as well as an era of homegrown inequities, injustices, and impunities to which Central Americans have responded in creative and critical ways. This juncture also set the conditions for the creation of the Transisthmus—a material, cultural, and symbolic site of vast intersections of people, products, and narratives. Taking 1899 as her point of departure, Ana Patricia Rodríguez offers a comprehensive, comparative, and meticulously researched book covering more than one hundred years, between 1899 and 2007, of modern cultural and literary production and modern empire-building in Central America. She examines the grand narratives of (anti)imperialism, revolution, subalternity, globalization, impunity, transnational migration, and diaspora, as well as other discursive, historical, and material configurations of the region beyond its geophysical and political confines. Focusing in particular on how the material productions and symbolic tropes of cacao, coffee, indigo, bananas, canals, waste, and transmigrant labor have shaped the transisthmian cultural and literary imaginaries, Rodríguez develops new methodological approaches for studying cultural production in Central America and its diasporas. Monumental in scope and relentlessly impassioned, this work offers new critical readings of Central American narratives and contributes to the growing field of Central American studies.
Author: Gérard Cliquet
Publisher: John Wiley & Sons
ISBN: 1118614143
Category : Business & Economics
Languages : en
Pages : 236
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Book Description
This title describes the state of the art in all areas of spatial marketing, discussing the various constituents which make up the geography of markets. Demand varies according to location and can be measured according to revenue, the number of households, spending patterns and lifestyles. Supply is also dependent on position, because prices, services, products and available shops rely on location, while the difference between supply and demand is the rationale for the role of the trader. The book also covers the way geographic techniques help to solve marketing problems and contains chapters written by contributors with extensive experience in this field; given that it is crucial for companies to direct their marketing correctly at their target audience, this will be indispensable reading for those involved in this area.
Author: Thomas Poell
Publisher: John Wiley & Sons
ISBN: 1509540520
Category : Social Science
Languages : en
Pages : 260
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Book Description
The widespread uptake of digital platforms – from YouTube and Instagram to Twitch and TikTok – is reconfiguring cultural production in profound, complex, and highly uneven ways. Longstanding media industries are experiencing tremendous upheaval, while new industrial formations – live-streaming, social media influencing, and podcasting, among others – are evolving at breakneck speed. Poell, Nieborg, and Duffy explore both the processes and the implications of platformization across the cultural industries, identifying key changes in markets, infrastructures, and governance at play in this ongoing transformation, as well as pivotal shifts in the practices of labor, creativity, and democracy. The authors foreground three particular industries – news, gaming, and social media creation – and also draw upon examples from music, advertising, and more. Diverse in its geographic scope, Platforms and Cultural Production builds on the latest research and accounts from across North America, Western Europe, Southeast Asia, and China to reveal crucial differences and surprising parallels in the trajectories of platformization across the globe. Offering a novel conceptual framework grounded in illuminating case studies, this book is essential for students, scholars, policymakers, and practitioners seeking to understand how the institutions and practices of cultural production are transforming – and what the stakes are for understanding platform power.
Author: Alejandro Herrero-Olaizola
Publisher: Routledge
ISBN: 1000450813
Category : Literary Criticism
Languages : en
Pages : 163
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Book Description
This book traverses the cultural landscape of Colombia through in-depth analyses of displacement, local and global cultures, human rights abuses, and literary and media production. Through an exploration of the cultural processes that perpetuate the "darker side" of Latin America for global consumption, it investigates the "condition" that has led writers, filmmakers, and artists to embrace (purposefully or not) the incessant violence in Colombian society as the object of their own creative endeavors. In this examination of mass-marketed cultural products such as narco-stories, captivity memoirs, gritty travel narratives, and films, Herrero-Olaizola seeks to offer a hemispheric approach to the role played by Colombia in cultural production across the continent where the illicit drug trade has made significant inroads. To this end, he identifies the "Colombian condition" within the parameters of the global economy while concentrating on the commodification of Latin America’s violence for cultural consumption. The Open Access version of this book, available at http://www.taylorfrancis.com, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license.
