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Marketing del compromiso y rendimiento de la empresa

Marketing del compromiso y rendimiento de la empresa
Author: Nuria Sánchez Iglesias
Publisher:
Total Pages: 0
Release: 2024
Genre:
ISBN:
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La orientación al compromiso es el enfoque de marketing del siglo XXI. El compromiso del cliente con las organizaciones es una nueva forma de gestión empresarial que es al mismo tiempo un desafío al que se enfrentan las empresas. Cuando los clientes toman sus decisiones de compra, utilizan toda la información disponible, y dicha información no solo proviene de las comunicaciones de marketing, sino de todas las iniciativas y comportamientos que las empresas llevan a cabo con sus stakeholders. Hay varios aspectos que las empresas pueden gestionar para lograr un compromiso duradero con el cliente como su desempeño financiero, su reputación social y el manejo que tienen del contenido que generan en redes sociales. El creciente impacto de este fenómeno en la literatura y el ámbito empresarial motiva nuestra investigación a centrarse en este contexto, abordándolo desde un punto de vista empresarial. Nuestra investigación se centra en cómo se puede lograr este compromiso discutiendo los antecedentes (satisfacción del cliente y emoción generada por la empresa) para posteriormente vincular las contribuciones directas (compras) e indirectas (interacción del cliente) dentro de un contexto internacional. Para llevar a cabo este estudio, hemos dirigido nuestra atención específicamente hacia una industria clave, la del automóvil, por la destacada importancia social y económica que esta industria ostenta a nivel mundial. Dado que gran parte de la investigación se basa en datos transversales, dando solo una instantánea del fenómeno, se analizan datos longitudinales del periodo 2010-2018 para medir adecuadamente los efectos del compromiso del cliente sobre el comportamiento y el rendimiento en el tiempo...

Marketing interno

Marketing interno
Author: Vicente Tortosa Edo
Publisher: Ediciones Pirámide
Total Pages: 195
Release: 2014-11-20
Genre: Business & Economics
ISBN: 8436831586
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El objetivo del presente libro no es otro que mostrar un nuevo enfoque en la gestión de la relación que la empresa debe mantener con sus empleados, una orientación hacia los trabajadores desde una filosofía propia del marketing. Para tal propósito, a través de siete capítulos se muestran las principales características del marketing interno y se ejemplifican situaciones reales y concretas, a partir de cinco casos prácticos de empresa en los que se tratan aspectos relacionados con este concepto.

Business

Business
Author: Ricky W. Griffin
Publisher: Pearson Educación
Total Pages: 722
Release: 2004
Genre: Business & Economics
ISBN: 9789702605973
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For Introduction to Business courses. This best-selling text by Ricky Griffin and Ronald Ebert provides students with a comprehensive overview of all the important functions of business. Each edition has introduced cutting-edge firsts while ensuring the underlying principles that guided its creation, Doing the Basics Best, were retained. The seventh edition focuses on three simple rules- Learn, Evaluate, Apply. - NEW- Chapter 2: Understanding the Environments of Business - This new chapter puts business operations in contemporary context, explaining the idea of organizational boundaries and describing the ways in which elements from multiple environments cross those boundaries and shape organizational activities. This chapter sets the stage as an introduction to some of the most important topics covered in the rest of the book, for example: - The Economics Environment includes the role of aggregate output, standard of living, real growth rate; GDP per capita; real GDP; purchasing power parity; and the Consumer Price Index. - The Technology Environment includes special attention to new tools for competitiveness in both goods and services and business process technologies, plus e

Alinear para ganar

Alinear para ganar
Author: Cees B.M. Van Riel
Publisher: Editorial Almuzara
Total Pages: 206
Release: 2012-04
Genre: Business & Economics
ISBN: 8483566451
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La mejor estrategia está condenada al fracaso si no cuenta con el apoyo de los grupos de interés clave de la compañía. Hoy, es imposible abrirse paso en los mercados globales y generar un valor sostenido en el tiempo sin el apoyo de los empleados, inversores, clientes, medios de comunicación y reguladores, entre otros. Este libro explica todo lo necesario para alinear a los grupos de interés clave para las compañías. Mediante el ejemplo de 40 empresas, el autor muestra cómo crear una estrategia y su posterior implantación para brindar a la empresa una influencia clave para abrir mercados, obtener licencias para operar y minimizar numerosos problemas.

The Social Media Industries

The Social Media Industries
Author: Alan B. Albarran
Publisher: Routledge
Total Pages: 274
Release: 2013-03-05
Genre: Language Arts & Disciplines
ISBN: 1136325182
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This volume examines how social media is evolving as an industry—it is an extension of traditional media industries, yet it is distinctly different in its nature and ability to build relationships among users. Examining social media in both descriptive and analytical ways, the chapters included herein present an overview of the social media industries, considering the history, development, and theoretical orientations used to understand social media. Covered are: Business models found among the social media industries and social media as a form of marketing. Social media as a form of entertainment content, both in terms of digital content, and as a tool in the production of news. Discussions of ethics and privacy as applied to the area of social media. An examination of audience uses of social media considering differences among Latinos, African-Americans, and people over the age of 35. Overall, the volume provides a timely and innovative look at the business aspects of social media, and it has much to offer scholars, researchers, and students in media and communication, as well as media practitioners.

Brand Attachment

Brand Attachment
Author: C. Whan Park
Publisher: Now Publishers Inc
Total Pages: 50
Release: 2008
Genre: Business & Economics
ISBN: 1601981007
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The purpose of this review is to provide an overview of various literatures related to consumer search for information, and its effect on markets. Normative models of consumer search prior to purchase, and of consumer search through experience, are reviewed first. Models of consumer consideration set formation are also outlined. These models are generally based on consumers balancing the costs and benefits of search, which implies that search should be limited if it is costly. The extensive empirical literature on consumer search, which is reviewed next, does indicate that search is limited. The third major section of this review discusses the effect of search on market equilibrium, and market forces related to the supply of information. These include models of how advertising, retailing, and the Internet become organized to facilitate consumer search. The review concludes with a discussion of overall findings and suggestions for further research.

Online Brand Communities

Online Brand Communities
Author: Francisco J. Martínez-López
Publisher: Springer
Total Pages: 256
Release: 2015-12-11
Genre: Business & Economics
ISBN: 331924826X
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This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities.

Author:
Publisher: Religacion Press
Total Pages: 109
Release:
Genre:
ISBN:
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Los mitos de Silvia

Los mitos de Silvia
Author: Jorge Cagigas
Publisher: Editorial Almuzara
Total Pages: 228
Release: 2012-12
Genre: Business & Economics
ISBN: 8483567385
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El mundo de los Recursos Humanos está plagado de generalizaciones que traen de cabeza a los responsables de esta área de negocio. Tanto es así que en más de una ocasión preguntas como si es mejor contar con gente leal a la hora de elegir un equipo o no, si la experiencia es la condición básica a la hora de incorporar a alguien a una empresa, si pedir una cláusula de blindaje es una muestra de desconfianza hacía el candidato, cómo elaborar un código de conducta o cuál es la mejor forma de medir el impacto en la formación de un empleado, resuenan en sus adentros cual dilema indescifrable. Con el fin de arrojar luz sobre dichas dudas o situaciones, los diez autores de Los mitos de Silvia (Plácido Fajardo, Ignacio Mazo, Carlos Espinosa, Aránzazu Montes, Jorge Cagigas, Eugenio de Andrés, Juan Pablo Ventosa, Amparo Díaz-Llairó, Javier Martín de la Fuente y Carlos Sánchez) han elaborado un ameno y sencillo manual que, a buen seguro, ayudará a más de un profesional a tener la respuesta adecuada en diferentes situaciones o a valorar si la decisión que se toma es la mejor.

RETRACTED BOOK: 151 Trading Strategies

RETRACTED BOOK: 151 Trading Strategies
Author: Zura Kakushadze
Publisher: Springer
Total Pages: 480
Release: 2018-12-13
Genre: Business & Economics
ISBN: 3030027929
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The book provides detailed descriptions, including more than 550 mathematical formulas, for more than 150 trading strategies across a host of asset classes and trading styles. These include stocks, options, fixed income, futures, ETFs, indexes, commodities, foreign exchange, convertibles, structured assets, volatility, real estate, distressed assets, cash, cryptocurrencies, weather, energy, inflation, global macro, infrastructure, and tax arbitrage. Some strategies are based on machine learning algorithms such as artificial neural networks, Bayes, and k-nearest neighbors. The book also includes source code for illustrating out-of-sample backtesting, around 2,000 bibliographic references, and more than 900 glossary, acronym and math definitions. The presentation is intended to be descriptive and pedagogical and of particular interest to finance practitioners, traders, researchers, academics, and business school and finance program students.