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: Ricardo Palomares Borja
Publisher: ESIC Editorial
ISBN: 8418415401
Category : Business & Economics
Languages : es
Pages : 418
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Book Description
El merchandising desempeña un papel fundamental en la creación de espacios comerciales diseñados para crear una experiencia de compra memorable, que suscite el interés y el deseo de poseer los productos pre- sentados en el punto de venta mediante estrategias de merchandising y marketing sensorial que permitan conformar una atmósfera comercial potencialmente más atractiva y, por lo tanto, más vendedora. Ha demostrado ser una potente herramienta de apoyo para mejorar la gestión del comercio minorista, así como para conocer y comprender mejor esta apasionante disciplina de marketing aplicado al punto de venta, en el cual se basan las empresas de retail de más éxito del mercado para aumentar las ventas, obtener beneficios que rentabilicen la inversión y mejorar la experiencia de compra de los clientes. El merchandising estratégico se basa en el comportamiento de compra de los consumidores en función de los conceptos salir de compras o hacer la compra, que se ha convertido en una de las formas de ocio más importantes de nuestro tiempo. Influye directamente en las relaciones que se establecen entre los distribuidores y los consumidores, así como en los propios estilos de consumo. El complejo mundo de la distribución comercial plantea cada día nuevos retos que requieren de respuestas basadas en nuevos planteamientos de actuación, diseñados para resolver eficazmente la gestión del marketing en el proceso de distribución de los productos que las empresas comercializan en diferentes formatos comerciales mediante diversas técnicas de merchandising basadas en la teoría, la práctica y la estrategia, en las cuales se divide esta obra: · Diseño estratégico del espacio retail. Una gestión estratégica de los elementos de la arquitectura comercial que responda a ¿cómo diseñar el espacio retail? · Gestión estratégica del surtido. Una gestión estratégica por categorías de productos que responda a ¿qué productos agrupar estratégicamente? · Localización estratégica de los productos. Una gestión estratégica de la superficie de ventas que responda a ¿dónde localizar los productos? · Presentación estratégica de los productos. Una gestión estratégica del lineal desarrollado que responda a ¿cómo presentar los productos?
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: World Bank
Publisher: World Bank Publications
ISBN:
Category : Business & Economics
Languages : en
Pages : 468
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Book Description
This edition of the World Bank has been revised and expanded by the Terminology Unit in the Languages Services Division of the World Bank in collaboration with the English, Spanish, and French Translation Sections. The Glossary is intended to assist the Bank's translators and interpreters, other Bank staff using French and Spanish in their work, and free-lance translator's and interpreters employed by the Bank. For this reason, the Glossary contains not only financial and economic terminology and terms relating to the Bank's procedures and practices, but also terms that frequently occur in Bank documents, and others for which the Bank has a preferred equivalent. Although many of these terms, relating to such fields as agriculture, education, energy, housing, law, technology, and transportation, could be found in other sources, they have been assembled here for ease of reference. A list of acronyms occurring frequently in Bank texts (the terms to which they refer being found in the Glossary) and a list of international, regional, and national organizations will be found at the end of the Glossary.
Author: Dhruv Grewal
Publisher: Emerald Group Pub Limited
ISBN: 9781784410018
Category : Business & Economics
Languages : en
Pages : 220
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Book Description
This volume of Review of Marketing Research (RMR) focuses on Shopper Marketing: Role of In-Store Marketing. The chapters draw from academic research as well as collaborations with major retailers and industry practitioners. Over the past several decades there has been research into how marketing actions influence how shoppers respond to offers. Yet, with the ever-shifting landscape due to influences such as mobile devices, the internet, and social media, there is an increasing need to understand how marketing actions influence shoppers in their path to purchase. Although there are many points along the path to purchase which are important to understand, this edition of RMR is devoted to the topic of in-store marketing actions to understand their impact on shopper reactions to offers. The chapters highlight new technologies (e.g., mobile, digital displays) and information aids (e.g., nutrition scores, floor signage) being used by leading retailers to influence the path to purchase. In addition, new research technologies (e.g., eye-tracking, heat maps, in-store experiments) and models that are being used to assess the effectiveness of the path to purchase tactics are discussed.
Author: Paul D. Staudohar
Publisher: University of Illinois Press
ISBN: 9780252061615
Category : Business & Economics
Languages : en
Pages : 324
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Book Description
Beyond the highly publicized heroics and foibles of players and teams, when the grandstands are empty and the scoreboards dark, there is a world of sport about which little is known by even the most ardent fan. It is the business world of sport; it is characterized by a thirst for power and money, and its players are just as active as those on the professional teams they oversee. In this collection, some of the best scholars in the field use examples from baseball, football, basketball, and hockey to illuminate the significant economic, legal, social, and historic aspects of the business of professional sports. Contributors: Dennis A. Ahlburg, Rob B. Beamish, Joan M. Chandler, James B. Dworkin, Lawrence M. Kahn, Charles P. Korr, John J. MacAloon, David Mills, Roger G. Noll, Steven A. Reiss, Gary R. Roberts, Stephen F. Ross, Peter D. Sherer, Leigh Steinberg, and David G. Voigt,
Author: Susan E. Jackson
Publisher: John Wiley & Sons
ISBN: 0787971308
Category : Business & Economics
Languages : en
Pages : 480
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Book Description
This eighteenth volume in the Jossey-Bass Organizational Frontiers Series provides an in-depth examination of how I/O psychologists can help find, recruit, and manage knowledge. The authors explain the nature of different types of knowledge, how knowledge-based competition is affecting organizations, and how these ideas relate to innovation and learning in organizations. They describe the strategies and organizational structures and designs that facilitate the acquisition and development of knowledge. And they discuss how continuous knowledge acquisition and innovation is promoted among individuals and teams and how to foster the creation of new knowledge. In addition, they explain how to assess the climate and culture for organizational learning, measure and monitor knowledge resources at the organizational level, and more.
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:
Publisher:
ISBN:
Category :
Languages : en
Pages : 2562
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Book Description
Author: Martin R. Hilbert
Publisher: United Nations Publications
ISBN: 9789211212976
Category : Business
Languages : en
Pages : 133
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Book Description
This paper aims to lay a wide-ranging base for untangling the digital economy, in order to facilitate and moderate the high-speed evolution and create an awareness of the new economic coherence. It attempts to show the differences between industrial and digital economics. It finds that old models based on methods of traditional industrial economics still provide a stable framework for analysis of the new age economy whilst also highlighting the need for future refocusing.
