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Author: Ildefonso Grande Esteban
Publisher: ESIC Editorial
ISBN: 9788473564694
Category : Business & Economics
Languages : es
Pages : 488
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Book Description
Este libro proporciona conceptos y estrategias para tomar decisiones efectivas en materia de producto, precio, distribución y comunicación que tienen en cuenta cómo es la conducta y reacciones reales que se han observado en los consumidores atendiendo a su edad, género y nivel socioeconómico. Es un libro fundamentalmente práctico, que aporta soluciones. Está escrito pensando en la gestión de la mayoría de las organizaciones, que son medianas y pequeñas, y que toman, con frecuencia decisiones aparentemente sencillas; decidir cómo se llamará una marca, el color de un envase nuevo o su tamaño, la modificación del precio, la decoración de sus puntos de venta, eslogan de sus anuncios o qué argumentos van a utilizar para dirigirse al mercado en campañas publicitarias, incluso de pequeña escala.
Author: Ildefonso Grande Esteban
Publisher: ESIC Editorial
ISBN: 9788473564694
Category : Business & Economics
Languages : es
Pages : 488
Get Book Here
Book Description
Este libro proporciona conceptos y estrategias para tomar decisiones efectivas en materia de producto, precio, distribución y comunicación que tienen en cuenta cómo es la conducta y reacciones reales que se han observado en los consumidores atendiendo a su edad, género y nivel socioeconómico. Es un libro fundamentalmente práctico, que aporta soluciones. Está escrito pensando en la gestión de la mayoría de las organizaciones, que son medianas y pequeñas, y que toman, con frecuencia decisiones aparentemente sencillas; decidir cómo se llamará una marca, el color de un envase nuevo o su tamaño, la modificación del precio, la decoración de sus puntos de venta, eslogan de sus anuncios o qué argumentos van a utilizar para dirigirse al mercado en campañas publicitarias, incluso de pequeña escala.
Author: Cristina Calvo Porral, John L. Stanton
Publisher: ESIC
ISBN: 8417129456
Category : Business & Economics
Languages : en
Pages : 473
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Book Description
Mrketing reversed prior business logic 50 years ago and said «the customer is king», and the companies began to recognize that it was not just the product that was the most important aspect of their business. Companies recognized that consumers had a myriad of choices of product offerings and marketing was responsible to ensure that the company?s products had the benefits and attributes that customers wanted and were willing to pay for. Today, considering the technology development, which influences every function of the company, the focus of the successful marketing oriented companies has changed from «the customer is king» to «the customer is a dictator!!!». However, and despite the new trends in marketing, like any social science, marketing has basic principles, and these principles need to be considered when making any type of marketing decisions. So, the major step of a student of marketing, whether it is a young university student or an experienced business executive, is to understand the principles of marketing, and reading the present book will be the first step in accomplishing this task. This book describes these basic principles of marketing, and while the authors recognize that each decision may be slightly different from any previous decision, the rules or principles remain the same. The present book presents these basic marketing principles and tries to capture the essence of practical and modern marketing today. Therefore, the purpose of Principles of Marketing is to introduce readers to the fascinating world of marketing today, in an easy, enjoyable and practical way, offering an attractive text from which to learn about and teach marketing.
Author: Ron Ritchhart
Publisher: John Wiley & Sons
ISBN: 1119626048
Category : Education
Languages : en
Pages : 279
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Book Description
The long-awaited follow-up to Making Thinking Visible, provides new thinking routines, original research, and unique global case studies Visible Thinking—a research-based approach developed at Harvard’s Project Zero – prompts and promotes students’ thinking. This approach has been shown to positively impact student engagement, learning, and development as thinkers. Visible Thinking involves using thinking routines, documentation, and effective questioning and listening techniques to enhance learning and collaboration in any learning environment. The Power of Making Thinking Visible explains how educators can effectively use thinking routines and other tools to engage and empower students as learners and transform classrooms into places of deep learning. Building on the success of the bestselling Making Thinking Visible, this highly-anticipated new book expands the work of the original by providing 18 new thinking routines based on new research and work with teachers and students around the world. Original content explains how to use thinking routines to maximum effect in the classroom, engage students exploration of big ideas, link thinking routines to formative assessment, and more. Providing new research, new global case studies, and new practices, this book: Focuses on the power that thinking routines can bring to learning Provides practical insights on using thinking routines to facilitate student engagement Highlights the most effective techniques for using thinking routines in the classroom Identifies the skillsets and mindsets needed to truly make thinking visible Features actionable classroom strategies that can be applied across grade levels and content areas Written by researchers from Harvard’s Project Zero, The Power of Making Thinking Visible: Using Routines to Engage and Empower Learners is an indispensable resource for K-12 educators and curriculum designers, higher education instructional designers and educators, and professional learning course developers.
Author: Kenneth Train
Publisher: MIT Press
ISBN: 9780262200554
Category : Business & Economics
Languages : en
Pages : 282
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Book Description
This book addresses two significant research areas in an interdependent fashion. It is first of all a comprehensive but concise text that covers the recently developed and widely applicable methods of qualitative choice analysis, illustrating the general theory through simulation models of automobile demand and use. It is also a detailed study of automobile demand and use, presenting forecasts based on these powerful new techniques. The book develops the general principles that underlie qualitative choice models that are now being applied in numerous fields in addition to transportation, such as housing, labor, energy, communications, and criminology. The general form, derivation, and estimation of qualitative choice models are explained, and the major models - logit, probit, and GEV - are discussed in detail. And continuous/discrete models are introduced. In these, qualitative choice methods and standard regression techniques are combined to analyze situations that neither alone can accurately forecast. Summarizing previous research on auto demand, the book shows how qualitative choice methods can be used by applying them to specific auto-related decisions as the aggregate of individuals' choices. The simulation model that is constructed is a significant improvement over older models, and should prove more useful to agencies and organizations requiring accurate forecasting of auto demand and use for planning and policy development. The book concludes with an actual case study based on a model designed for the investigations of the California Energy Commission. Kenneth Train is Visiting Associate Professor in Economics at the University of California, Berkeley, and Director of Economic Research at Cambridge Systematics, Inc., also in Berkeley. Qualitative Choice Analysisis included in The MIT Press Transportation Studies Series, edited by Marvin L. Manheim.
Author: Ildefonso Grande Esteban
Publisher: ESIC Editorial
ISBN: 8473568931
Category : Business & Economics
Languages : es
Pages : 507
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Book Description
En la actualidad no se concibe adquirir conocimientos de marketing sin que paralelamente se estudie el comportamiento del consumidor. Son las dos caras de una misma moneda. El marketing proporciona conceptos e instrumentos para la gestión, y el comportamiento del consumidor enseña cómo perciben, sienten y actúan las personas destinatarias de los bienes y servicios que producen las organizaciones. Los conceptos de marketing son insuficientes para actuar con éxito en el mercado si no se sabe cómo son y se comportan las personas. Este libro responde en estructura y contenido a los manuales más avanzados de comportamiento del consumidor, generalmente de procedencia norteamericana, con la diferencia de que en su redacción se ha puesto especial énfasis en nuestra cultura y en la forma que tenemos de explicar y entendernos. La línea argumental se basa en la formulación de conceptos, planteamiento de preguntas, discusión de soluciones, incorporación de aportaciones de otros autores, datos y estadísticas nacionales, todo ello de forma lógica, rigurosa y ordenada. También se incluyen numerosas ilustraciones relacionadas con el texto, para conseguir un mejor entendimiento y recuerdo de los conceptos que el lector aprenderá. El lenguaje empleado para escribir este libro es sencillo, sin tecnicismos innecesarios. Sin embargo, posee numerosos conceptos, que si bien pueden resultar inicialmente complejos, la forma en que se exponen y comentan los hace perfectamente asequibles a cualquier lector. Este lector puede ser un estudiante de grado o postgrado que entra por vez primera en contacto con el apasionante mundo del comportamiento de los consumidores. También los profesionales de la gestión encontrarán en sus páginas numerosas estrategias que contribuirán al éxito de sus negocios. El libro se acompaña de las presentaciones en Microsoft PowerPoint de todos los capítulos. En ellas se resumen los conceptos clave de cada uno de los temas tratados, así como todas las ilustraciones que figuran en el texto impreso. De esta manera se proporciona al lector un recurso adicional para la lectura del libro y al docente un material didáctico de indudable utilidad para sus presentaciones académicas ante su audiencia. Índice Marketing y comportamiento del consumidor.- La integración interdisciplinar y el estudio de las necesidades.- Los modelos de comportamiento del consumidor.- El entorno de la demanda.- Cultura y comportamiento del consumidor.- Los estratos sociales.- Análisis de los grupos y de la familia.- Procesamiento de la información: análisis de la percepción.- Aprendizaje y memoria.- Personalidad y estilos de vida.- Actitudes y cambio de actitudes.- Reconocimiento del problema y búsqueda de información.- Procesos de compra y actuaciones postcompra.- El consumidor y la compra electrónica. Estrategias de fidelización.- La investigación del consumidor.- Consumerismo, sociedad, marketing y ética.- Ideas para recordar. Cuestiones para meditar. Bibliografía.
Author: Simon Chapman
Publisher: Sydney University Press
ISBN: 1743323980
Category : Social Science
Languages : en
Pages : 274
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Book Description
In December 2012, Australia became the first nation in the world to require all tobacco products to be sold in standard ‘plain’ packs under the leadership of the then Health Minister Nicola Roxon. Tobacco companies have had global apoplexy about the law. Humiliated in the Australian High Court with a six-one defeat, their hopes now rest with deterring other nations from following suit by pursuing international trade law action. With a combined 50 years of research and advocacy experience in tobacco control, Simon Chapman and Becky Freeman set out the evidence for the importance of plain packaging in striking at the heart of what remains of tobacco advertising. They examine the history of the idea, the tobacco industry’s frantic efforts to derail it, and the early evidence for its impact. Most importantly, they give tools to policy makers in other countries wanting to make the best case for plain packaging and to defend it from the inevitable attacks that will follow.
Author: Kenneth Train
Publisher: Mit Press
ISBN: 9780262200844
Category : Business & Economics
Languages : en
Pages : 338
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Book Description
Optimal Regulation addresses the central issue of regulatory economics - how toregulate firms in a way that induces them to produce and price "optimally." It synthesizes the majorfindings of an extensive theoretical literature on what constitutes optimality in various situationsand which regulatory mechanisms can be used to achieve it. It is the first text to provide aunified, modern, and nontechnical treatment of the field.The book includes models for regulatingoptimal output, tariffs, and surplus subsidy schemes, and presents all of the material graphically,with clear explanations of often highly technical topics.Kenneth E. Train is Associate AdjunctProfessor in the Department of Economics and Graduate School of Public Policy at the University ofCalifornia, Berkeley. He is also Principal of the firm Cambridge Systematics.Topics include: Thecost structure of natural monopoly (economies of scale and scope). Characterization of firstandsecond-best optimality. Surplus subsidy schemes for attaining first-best optimality. Ramsey pricesand the Vogelsang-Finsinger mechanism for attaining them. Time-ofuse (TOU) prices and Riordan'smechanisms for attaining the optimal TOU prices' Multipart and self-selecting tariffs, and Sibley'smethod for using self-selecting tariffs to achieve optimality. The Averch-Johnson model of howrate-of-return regulation induces inefficiencies. Analysis of regulation based on the firm's returnon Output, costs, or sales. Price-cap regulation. Regulatory treatment of uncertainty and its impacton the firm's behavior. Methods of attaining optimality without direct regulation (contestability,auctioning the monopoly franchise.)
Author: Susan Blackmore
Publisher: OUP Oxford
ISBN: 0191574619
Category : Science
Languages : en
Pages : 288
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Book Description
Humans are extraordinary creatures, with the unique ability among animals to imitate and so copy from one another ideas, habits, skills, behaviours, inventions, songs, and stories. These are all memes, a term first coined by Richard Dawkins in 1976 in his book The Selfish Gene. Memes, like genes, are replicators, and this enthralling book is an investigation of whether this link between genes and memes can lead to important discoveries about the nature of the inner self. Confronting the deepest questions about our inner selves, with all our emotions, memories, beliefs, and decisions, Susan Blackmore makes a compelling case for the theory that the inner self is merely an illusion created by the memes for the sake of replication.
Author: Glenn Laverack
Publisher: McGraw-Hill Education (UK)
ISBN: 0335264735
Category : Medical
Languages : en
Pages : 170
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Book Description
The 'Pocket Guide to Health Promotion' is a short, punchy and practical guide aimed at students and practitioners. The book includes precise definitions and examples of key concepts and methods in health promotion practice and a chapter by chapter description of the management planning, strategy selection, implementation and evaluation of health promotion programmes. Written in an accessible and concise style, the book offers the reader a practical and flexible resource that is ideal for students and practitioners looking to plan and implement health promotion activities. A must buy for those new to health promotion or who want a pocket guide to this core health activity. "Clearly written and practical, this excellent guide will prove indispensible to practitioners of health promotion globally, and a very useful starting point for students. It will be worth buying a pocket to put it in!" David Ross, Professor of Epidemiology and International Public Health, London School of Hygiene and Tropical Medicine, UK "The Pocket Guide to Health Promotion is easy to navigate with complex concepts in health promotion explained in a user-friendly way. Whether you are practicing health promotion or studying the discipline, this will be a welcome addition to any book shelf." Dr James Woodall, Co-Director of the Centre for Health Promotion Research & Course Leader MSc Public Health, Leeds Metropolitan University, UK
Author: Don Hellriegel
Publisher:
ISBN: 9780324069563
Category : Beslutningstagning-ledelse
Languages : en
Pages : 0
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Book Description
Organizational Behavior is designed to help students, professionals, and managers develop the competencies and skills that are needed to effectively contribute to an organization. This proven text's strengths lie in its classic research, coverage of contemporary and emerging OB topics, and excellent case selection. Throughout the text, seven core competencies-Managing Self, Managing Diversity, Managing Ethics, Managing Across Cultures, Managing Teams, Managing Communications, and Managing Change-are emphasized and illustrated for the student.
