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IESE (España)
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Adolescentes hoy, jóvenes adultos en 2020
Nueno Iniesta, José LuisArticle ART-1894MarketingAunque no tienen un gran poder adquisitivo, los adolescentes juegan un papel crucial en muchas decisiones de compra. Además, de su comportamiento y actitudes en relación al consumo dependerá el futuro (y la sostenibilidad) de muchas empresas. Por ello, invertir en el conocimiento de este target es una decisión rentable a largo plazo. Si tenemos en cuenta el reequilibrio de la renta que se está produciendo en las economías emergentes, y que...Starting at €8.20
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El declive de las calles comerciales
Nueno Iniesta, José LuisArticle ART-2454Marketing, Service and Operations ManagementTras seis años de crisis, las empresas han aprendido que hoy deben ir a buscar al consumidor allí donde se encuentre: en una tienda insignia en las principales avenidas; de forma efímera con una pop-up store que sorprenda al viandante en un lugar poco habitual; en Internet (e-commerce), en el móvil (mobile commerce) y en las redes sociales (social commerce); o combinando estas experiencias con un establecimiento cli...Starting at €8.20
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The Decline of Main Street, the Rise of Multichannel Retail
Nueno Iniesta, José LuisArticle ART-2454-EMarketing, Service and Operations ManagementSix years into the economic crisis, companies have learned that they must go wherever consumers congregate and engage them there: in a flagship store on a prime shopping street; in a pop-up store calculated to surprise passers-by in an unexpected location; on the Internet; on their smartphones; in social media networks; or combining the online experience with a click-and-collect service, where goods purchased online can be picked up from a local ...Starting at €8.20
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Teens Today, Young Adults in 2020
Nueno Iniesta, José LuisArticle ART-1894-EMarketingThe future and sustainability of many companies will depend to a great extent on teenagers¿ behavior and attitudes toward consumption. As such, getting to know this key group now will pay off in the long term when they become young adults. Based on the latest findings of an international study of teenagers across eight countries, the author anticipates some of the main consumption patterns that will affect the business world in 2020. In particula...Starting at €8.20
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Anytime Fitness: Getting Online Marketing in Shape
Ángela Jiang Wang; Gallo, IñigoCase M-1381-EMarketingAnytime Fitness is a health and fitness club. The Spain branch is looking to increase subscriptions to its 60 centers in the country. They are wondering whether they should increase their online budget or their offline budget. Within the online budget, they also want to know what should be the mix of search advertising versus display advertising.Starting at €8.20
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Anytime Fitness: poniendo en forma al marketing online
Ángela Jiang Wang; Gallo, IñigoCase M-1381MarketingAnytime Fitness es una cadena de centros deportivos. La división de España busca la forma de aumentar el número de socios en los 60 centros que tiene distribuidos por todo el país. Se preguntan si deberían incrementar el presupuesto online o el offline. Dentro del presupuesto online, también quieren saber cuál sería el mejor mix de publicidad de búsqueda y publicidad de display.Starting at €8.20
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DurvisTech and Carla Falcón: Fixing a Sales Team
Gallo, Iñigo; Ángela Jiang WangCase M-1385-ELeadership and People Management, MarketingDurvisTech is one of the leading door manufacturers in Spain. The national team of sales agents has been underperforming in the past years, and Carla Falcón, who has just been appointed as the new national sales manager, needs to quickly find a solution to this situation and get the national unit back on track. Specifically, she will need to make decisions regarding three specific problematic sales agents.Starting at €8.20