Author:
Publisher: Comunicacion Científica
ISBN: 6079104067
Category : Business & Economics
Languages : en
Pages : 167
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
Prácticas de marketing y estudios en los mercados de consumo
Author:
Publisher: Comunicacion Científica
ISBN: 6079104067
Category : Business & Economics
Languages : en
Pages : 167
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
Publisher: Comunicacion Científica
ISBN: 6079104067
Category : Business & Economics
Languages : en
Pages : 167
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
Influencer Marketing for Brands
Author: Aron Levin
Publisher: Apress
ISBN: 1484255038
Category : Business & Economics
Languages : en
Pages : 170
Book Description
In the next few years, brands are on track to spend billions of dollars on influencer marketing. This form of marketing—currently utilized with great success on Instagram and YouTube—is not a short-lived fad, but a tectonic shift for the future of digital advertising. It's the way of the future, and the responsibility is on business leaders to keep up. Modern marketing professionals looking to adopt influencer marketing for their brands face equally modern challenges. Like finding the right talent, tracking and measuring results and quantifying how this new marketing opportunity aligns with the overall strategy. Influencer Marketing for Brands is the field guide for the digital age. After working with hundreds of brands from across the globe, author Aron Levin shares his insider knowledge gained from research, strategy, and hands-on experience from more than 10,000 successful collaborations with influencers on Instagram and YouTube. He provides you with valuable insights that help you eliminate guesswork and avoid common mistakes. More importantly, he shows you how to turn influencer marketing into a scalable and sustainable marketing channel. The digital media landscape grows more complicated by the hour, and influencer marketing is no exception. Influencer Marketing for Brands breaks down the art and science of influencer marketing and helps you synthesize, contextualize and transform this new way of creating and distributing content with powerful formulas, proven strategies, and real-world examples. What You Will Learn Plan effective influencer marketing campaigns using a simple 3-step formulaCreate top performing YouTube videos that drive website traffic, app installs and salesUnderstand what to pay for influencer marketing and how much you should invest if you're just starting out Who This Book is For Marketing and agency professionals, influencers and content creators, marketing students, those who are looking for more effective forms of advertising and are generally interested in understanding the new and evolving digital media landscape.
Publisher: Apress
ISBN: 1484255038
Category : Business & Economics
Languages : en
Pages : 170
Book Description
In the next few years, brands are on track to spend billions of dollars on influencer marketing. This form of marketing—currently utilized with great success on Instagram and YouTube—is not a short-lived fad, but a tectonic shift for the future of digital advertising. It's the way of the future, and the responsibility is on business leaders to keep up. Modern marketing professionals looking to adopt influencer marketing for their brands face equally modern challenges. Like finding the right talent, tracking and measuring results and quantifying how this new marketing opportunity aligns with the overall strategy. Influencer Marketing for Brands is the field guide for the digital age. After working with hundreds of brands from across the globe, author Aron Levin shares his insider knowledge gained from research, strategy, and hands-on experience from more than 10,000 successful collaborations with influencers on Instagram and YouTube. He provides you with valuable insights that help you eliminate guesswork and avoid common mistakes. More importantly, he shows you how to turn influencer marketing into a scalable and sustainable marketing channel. The digital media landscape grows more complicated by the hour, and influencer marketing is no exception. Influencer Marketing for Brands breaks down the art and science of influencer marketing and helps you synthesize, contextualize and transform this new way of creating and distributing content with powerful formulas, proven strategies, and real-world examples. What You Will Learn Plan effective influencer marketing campaigns using a simple 3-step formulaCreate top performing YouTube videos that drive website traffic, app installs and salesUnderstand what to pay for influencer marketing and how much you should invest if you're just starting out Who This Book is For Marketing and agency professionals, influencers and content creators, marketing students, those who are looking for more effective forms of advertising and are generally interested in understanding the new and evolving digital media landscape.
Métricas de la web social para bibliotecas
Author: González-Fernández Villavicencio, Nieves
Publisher: Editorial UOC
ISBN: 8491162054
Category : Business & Economics
Languages : en
Pages : 154
Book Description
Publisher: Editorial UOC
ISBN: 8491162054
Category : Business & Economics
Languages : en
Pages : 154
Book Description
Publicidad contagiosa
Author: Silvia Sivera
Publisher: Editorial UOC
ISBN: 8491161414
Category : Business & Economics
Languages : en
Pages : 192
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.
Publisher: Editorial UOC
ISBN: 8491161414
Category : Business & Economics
Languages : en
Pages : 192
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.
Talk Triggers
Author: Jay Baer
Publisher: Penguin
ISBN: 0525537287
Category : Business & Economics
Languages : en
Pages : 274
Book Description
Talk Triggers is the definitive, practical guide on how to use bold operational differentiators to create customer conversations, written by best-selling authors and marketing experts Jay Baer and Daniel Lemin. Word of mouth is directly responsible for 19% of all purchases, and influences as much as 90%. Every human on earth relies on word of mouth to make buying decisions. Yet even today, fewer than 1% of companies have an actual strategy for generating these crucial customer conversations. Talk Triggers provides that strategy in a compelling, relevant, timely book that can be put into practice immediately, by any business. The key to activating customer chatter is the realization that same is lame. Nobody says "let me tell you about this perfectly adequate experience I had last night." The strategic, operational differentiator is what gives customers something to tell a story about. Companies (including the 30+ profiled in Talk Triggers) must dare to be different and exceed expectations in one or more palpable ways. That's when word of mouth becomes involuntary: the customers of these businesses simply MUST tell someone else. Talk Triggers contains: Proprietary research into why and how customers talk More than 30 detailed case studies of extraordinary results from Doubletree Hotels by Hilton and their warm cookie upon arrival, The Cheesecake Factory and their giant menu, Five Guys Burgers and their extra fries in the bag, Penn & Teller and their nightly meet and greet sessions, and a host of delightful small businesses The 4-5-6 learning system (the 4 requirements for a differentiator to be a talk trigger; the 5 types of talk triggers; and the 6-step process for creating talk triggers) Surprises in the text that are (of course) word of mouth propellants Consumers are wired to discuss what is different, and ignore what is average. Talk Triggers not only dares the reader to differentiate, it includes the precise formula for doing it. Combining compelling stories, inspirational examples, and practical how-to, Talk Triggers is the first indispensable book about word of mouth. It's a book that will create conversation about the power of conversation.
Publisher: Penguin
ISBN: 0525537287
Category : Business & Economics
Languages : en
Pages : 274
Book Description
Talk Triggers is the definitive, practical guide on how to use bold operational differentiators to create customer conversations, written by best-selling authors and marketing experts Jay Baer and Daniel Lemin. Word of mouth is directly responsible for 19% of all purchases, and influences as much as 90%. Every human on earth relies on word of mouth to make buying decisions. Yet even today, fewer than 1% of companies have an actual strategy for generating these crucial customer conversations. Talk Triggers provides that strategy in a compelling, relevant, timely book that can be put into practice immediately, by any business. The key to activating customer chatter is the realization that same is lame. Nobody says "let me tell you about this perfectly adequate experience I had last night." The strategic, operational differentiator is what gives customers something to tell a story about. Companies (including the 30+ profiled in Talk Triggers) must dare to be different and exceed expectations in one or more palpable ways. That's when word of mouth becomes involuntary: the customers of these businesses simply MUST tell someone else. Talk Triggers contains: Proprietary research into why and how customers talk More than 30 detailed case studies of extraordinary results from Doubletree Hotels by Hilton and their warm cookie upon arrival, The Cheesecake Factory and their giant menu, Five Guys Burgers and their extra fries in the bag, Penn & Teller and their nightly meet and greet sessions, and a host of delightful small businesses The 4-5-6 learning system (the 4 requirements for a differentiator to be a talk trigger; the 5 types of talk triggers; and the 6-step process for creating talk triggers) Surprises in the text that are (of course) word of mouth propellants Consumers are wired to discuss what is different, and ignore what is average. Talk Triggers not only dares the reader to differentiate, it includes the precise formula for doing it. Combining compelling stories, inspirational examples, and practical how-to, Talk Triggers is the first indispensable book about word of mouth. It's a book that will create conversation about the power of conversation.
Técnicas de escritura en español y géneros textuales / Developing Writing Skills in Spanish
Author: Javier Muñoz-Basols
Publisher: Routledge
ISBN: 1351600451
Category : Foreign Language Study
Languages : en
Pages : 472
Book Description
Técnicas de escritura en español y géneros textuales / Developing Writing Skills in Spanish es la primera publicación concebida para desarrollar y perfeccionar la expresión escrita en español a partir de una metodología basada en géneros textuales. Cada capítulo se ocupa de un género y está diseñado para guiar al escritor en la planificación, el desarrollo y la revisión de textos. Las novedades de esta segunda edición incluyen: un cuestionario sobre la escritura, listados con objetivos y prácticas escritas, nuevos materiales y actividades, repertorios de vocabulario temático, ejercicios de corrección gramatical y estilo, ampliación de las respuestas modelo y diferentes rutas para la escritura. Características principales: • Tipologías variadas: textos narrativos, descriptivos, expositivos, argumentativos, periodísticos, publicitarios, jurídicos y administrativos, científicos y técnicos; • Actividades para trabajar la precisión léxica, la gramática, el estilo y la reescritura de manera progresiva; • Vocabulario temático, marcadores discursivos y expresiones útiles para la escritura; • Pautas detalladas, consejos prácticos y estrategias discursivas en función del tipo de texto; • Modelos textuales de reconocidos periodistas y autores del ámbito hispánico; • Recursos adicionales recogidos en un portal de escritura en línea. Diseñado como libro de texto, material de autoaprendizaje u obra de referencia, Técnicas de escritura en español y géneros textuales / Developing Writing Skills in Spanish es una herramienta esencial para familiarizarse con las características lingüísticas y discursivas propias de la lengua y para dominar la técnica de la escritura en diferentes géneros textuales. Técnicas de escritura en español y géneros textuales / Developing Writing Skills in Spanish provides intermediate and advanced level students with the necessary skills to become competent and confident writers in the Spanish language. This new edition includes: new material and activities, chapter objectives, exercises on grammar and style correction, thematic vocabulary lists, and an expanded answer key with more detailed explanations. Designed for use as a classroom text, self-study material or reference work, Técnicas de escritura en español y géneros textuales / Developing Writing Skills in Spanish is ideal for all intermediate to advanced students of Spanish.
Publisher: Routledge
ISBN: 1351600451
Category : Foreign Language Study
Languages : en
Pages : 472
Book Description
Técnicas de escritura en español y géneros textuales / Developing Writing Skills in Spanish es la primera publicación concebida para desarrollar y perfeccionar la expresión escrita en español a partir de una metodología basada en géneros textuales. Cada capítulo se ocupa de un género y está diseñado para guiar al escritor en la planificación, el desarrollo y la revisión de textos. Las novedades de esta segunda edición incluyen: un cuestionario sobre la escritura, listados con objetivos y prácticas escritas, nuevos materiales y actividades, repertorios de vocabulario temático, ejercicios de corrección gramatical y estilo, ampliación de las respuestas modelo y diferentes rutas para la escritura. Características principales: • Tipologías variadas: textos narrativos, descriptivos, expositivos, argumentativos, periodísticos, publicitarios, jurídicos y administrativos, científicos y técnicos; • Actividades para trabajar la precisión léxica, la gramática, el estilo y la reescritura de manera progresiva; • Vocabulario temático, marcadores discursivos y expresiones útiles para la escritura; • Pautas detalladas, consejos prácticos y estrategias discursivas en función del tipo de texto; • Modelos textuales de reconocidos periodistas y autores del ámbito hispánico; • Recursos adicionales recogidos en un portal de escritura en línea. Diseñado como libro de texto, material de autoaprendizaje u obra de referencia, Técnicas de escritura en español y géneros textuales / Developing Writing Skills in Spanish es una herramienta esencial para familiarizarse con las características lingüísticas y discursivas propias de la lengua y para dominar la técnica de la escritura en diferentes géneros textuales. Técnicas de escritura en español y géneros textuales / Developing Writing Skills in Spanish provides intermediate and advanced level students with the necessary skills to become competent and confident writers in the Spanish language. This new edition includes: new material and activities, chapter objectives, exercises on grammar and style correction, thematic vocabulary lists, and an expanded answer key with more detailed explanations. Designed for use as a classroom text, self-study material or reference work, Técnicas de escritura en español y géneros textuales / Developing Writing Skills in Spanish is ideal for all intermediate to advanced students of Spanish.
Author:
Publisher: Editorial Elearning, S.L.
ISBN:
Category :
Languages : en
Pages : 438
Book Description
Publisher: Editorial Elearning, S.L.
ISBN:
Category :
Languages : en
Pages : 438
Book Description
Marketing and Smart Technologies
Author: José Luís Reis
Publisher: Springer Nature
ISBN: 9811990999
Category : Technology & Engineering
Languages : en
Pages : 799
Book Description
This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2022), held at Universidade de Santiago de Compostela, Spain, during December 1–3, 2022. 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.
Publisher: Springer Nature
ISBN: 9811990999
Category : Technology & Engineering
Languages : en
Pages : 799
Book Description
This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2022), held at Universidade de Santiago de Compostela, Spain, during December 1–3, 2022. 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.
100 Facts About Artificial Intelligence
Author: Science-Based Language Learning Lab
Publisher: eBookIt.com
ISBN: 1456650696
Category : Computers
Languages : en
Pages : 617
Book Description
Introduction to the 100 Somethings Language Learning Series Welcome to an innovative approach to language learning! This series of books is crafted to help you master a new language (Spanish) through engaging with topics that captivate your interest (Artificial Intelligence). Each book is centered around a theme–whether it's art, science, history, or another subject–and presents 100 carefully selected facts, each a gem of knowledge in both English and the target language. Here's how our unique format works: each fact is introduced in the target language where you do your best to interpret the fact. On the next page, the fact is shown in English, and then repeated in the target language where you can start making sense of any unfamiliar terms. This method is not only repetitive to aid memorization but also concise, ensuring that learning is streamlined with no excess verbiage. The second half of the book presents the content in English, then in the target language, and finally in English again, giving you the chance to translate in both directions and demonstrate true mastery of the material. The benefits of this approach are manifold: - Concise Learning: By focusing on simple, one-sentence facts, the learning process is distilled to its essence. This conciseness ensures that every word you learn is impactful and directly related to your interests, making the information easier to remember. - Reinforcement of Learning: Alternating between English and the target language with each fact helps reinforce your new vocabulary and grammatical structures naturally. It bridges the gap between the two languages, solidifying your learning through constant, practical application. - Contextual and Engaged Learning: Associating each new word with a fact about a topic you are passionate about not only makes the vocabulary stickier but also keeps your learning process dynamic and engaging. This method not only teaches you a new language but does so through the lens of your personal passions. - Dual Knowledge Acquisition: As you navigate through these 100 facts, you're not just learning a new language; you're also deepening your knowledge about a specific subject. This dual focus not only enhances the language learning experience but also enriches your understanding of your chosen topic. Designed for learners who thrive on clear, targeted information, this series promises a learning experience that is both educational and enjoyable. Whether you're a curious beginner or looking to broaden your linguistic skills, these books are tailored to make your educational journey as effective and engaging as possible. Embrace this journey of 100 facts, and let your passions fuel your progress in mastering a new language!
Publisher: eBookIt.com
ISBN: 1456650696
Category : Computers
Languages : en
Pages : 617
Book Description
Introduction to the 100 Somethings Language Learning Series Welcome to an innovative approach to language learning! This series of books is crafted to help you master a new language (Spanish) through engaging with topics that captivate your interest (Artificial Intelligence). Each book is centered around a theme–whether it's art, science, history, or another subject–and presents 100 carefully selected facts, each a gem of knowledge in both English and the target language. Here's how our unique format works: each fact is introduced in the target language where you do your best to interpret the fact. On the next page, the fact is shown in English, and then repeated in the target language where you can start making sense of any unfamiliar terms. This method is not only repetitive to aid memorization but also concise, ensuring that learning is streamlined with no excess verbiage. The second half of the book presents the content in English, then in the target language, and finally in English again, giving you the chance to translate in both directions and demonstrate true mastery of the material. The benefits of this approach are manifold: - Concise Learning: By focusing on simple, one-sentence facts, the learning process is distilled to its essence. This conciseness ensures that every word you learn is impactful and directly related to your interests, making the information easier to remember. - Reinforcement of Learning: Alternating between English and the target language with each fact helps reinforce your new vocabulary and grammatical structures naturally. It bridges the gap between the two languages, solidifying your learning through constant, practical application. - Contextual and Engaged Learning: Associating each new word with a fact about a topic you are passionate about not only makes the vocabulary stickier but also keeps your learning process dynamic and engaging. This method not only teaches you a new language but does so through the lens of your personal passions. - Dual Knowledge Acquisition: As you navigate through these 100 facts, you're not just learning a new language; you're also deepening your knowledge about a specific subject. This dual focus not only enhances the language learning experience but also enriches your understanding of your chosen topic. Designed for learners who thrive on clear, targeted information, this series promises a learning experience that is both educational and enjoyable. Whether you're a curious beginner or looking to broaden your linguistic skills, these books are tailored to make your educational journey as effective and engaging as possible. Embrace this journey of 100 facts, and let your passions fuel your progress in mastering a new language!
Comunicación política y gobierno de coalición
Author: Ridao i Martín, Joan
Publisher: Editorial UOC
ISBN: 8491161619
Category : Political Science
Languages : en
Pages : 328
Book Description
La presente obra analiza, desde el punto de vista teórico y práctico, la problemática que presenta la comunicación de los gobiernos de coalición. No en vano, el fenómeno coalicional ha ido adquiriendo un interés creciente, especialmente tras los cambios experimentados por el sistema de partidos y la irrupción de gobiernos de signo plural. En este contexto, cobran relieve las pautas de funcionamiento interno acordadas y, en especial, la comunicación política. Sin duda, los partidos coaligados deben priorizar la elaboración de planes que permitan relacionar el gobierno con la sociedad, y asegurar una buena sintonía entre la emisión y recepción de los mensajes por parte de las bases electorales. De ahí que la profesionalizaciónestratégica de las estructuras comunicativas de los ejecutivos o un buen manejo de las nuevas tecnologías coadyuve a que estos gobiernos sean más creíbles, duraderos y gocen de mayor reputación.
Publisher: Editorial UOC
ISBN: 8491161619
Category : Political Science
Languages : en
Pages : 328
Book Description
La presente obra analiza, desde el punto de vista teórico y práctico, la problemática que presenta la comunicación de los gobiernos de coalición. No en vano, el fenómeno coalicional ha ido adquiriendo un interés creciente, especialmente tras los cambios experimentados por el sistema de partidos y la irrupción de gobiernos de signo plural. En este contexto, cobran relieve las pautas de funcionamiento interno acordadas y, en especial, la comunicación política. Sin duda, los partidos coaligados deben priorizar la elaboración de planes que permitan relacionar el gobierno con la sociedad, y asegurar una buena sintonía entre la emisión y recepción de los mensajes por parte de las bases electorales. De ahí que la profesionalizaciónestratégica de las estructuras comunicativas de los ejecutivos o un buen manejo de las nuevas tecnologías coadyuve a que estos gobiernos sean más creíbles, duraderos y gocen de mayor reputación.