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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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When Giving Your Customers Less Is More
Fader, PeterArticle ART-2382-EMarketing, StrategyContrary to popular belief, most of the world's household brands are not customer-centric; they're product-centric, which isn't enough anymore. Companies may say they care about the customer; they may even have installed a CRM system - but that's the problem. Customer friendliness is not the same thing as aligning your entire company's development and delivery of products and services with the current and future needs of a select set of customers...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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The Rise of the Customer Centric Firm
Fader, Peter; Villanueva Galobart, Julián; Parasuraman, A.Dossier DOS-17-EMarketing, Service and Operations Management, StrategyTraditional marketing is not enough: Follow these strategies for putting your customers front and center.Starting at €15.00
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Cómo orientar la estrategia al cliente
Fader, Peter; Villanueva Galobart, Julián; Parasuraman, A.Dossier DOS-17Marketing, Service and Operations Management, StrategyLos clientes ya han tomado el poder. ¿Qué debe hacer la empresa para gestionarlos?Starting at €15.00
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Cuando dar menos a los clientes rinde más
Fader, PeterArticle ART-2382Marketing, StrategyEn contra de lo que muchos creen, la mayor parte de las marcas no se centran en el cliente, sino en el producto, lo que a día de hoy es insuficiente. Puede que las empresas digan que se preocupan por el cliente e incluso que hayan puesto en marcha un sistema de CRM, pero ese es precisamente el problema. Preocuparse no es lo mismo que alinear toda la empresa para vincular el desarrollo y la prestación de productos y servicios con las necesidades d...Starting at €8.20