This website uses technical, customisation and analytical cookies, both first-party and third-party, to anonymously facilitate browsing and analyse statistics on use of the website. Learn more
IESE (España)
-
Six Ways Marketing Can Change the World
Jocz, Katherine E.; Quelch, John A.Article ART-1540-EMarketingThe erosion of public trust in politics is partly due to some bad practices for which marketing is frequently blamed. By exposing the principles underlying good marketing, the authors show how managers can practice marketing that benefits consumers and social institutions. Doing so could go a long way toward restoring a sense of citizenship and also help democracy flourish in the process.Starting at €8.20
-
Web Analytics: Demystifying Performance Marketing
Gallo, Iñigo; Valentí, Albert; Segarra, JavierTechnical Note MN-406-EMarketingIn this note, we provide a simple guide to assess your company's performance along the critical business phases of attracting visitors to your site, converting those visitors into customers, and having them come back. We keep concepts simple and stay away from unnecessary sophistication. Armed with this basic knowledge, you should be able to understand the principal goals, potential issues, and lines of work regarding your online presence.Starting at €8.20
-
El marketing puede cambiar el mundo
Quelch, John A.; Jocz, Katherine E.Article ART-1540MarketingLa erosión de la confianza en la política responde en parte a algunas prácticas perniciosas de las que se suele culpar al marketing. Los autores explican los principios que sustentan el buen marketing e invitan a los directivos a hacerlos suyos para beneficiar a consumidores e instituciones sociales. Aplicándolos, pueden contribuir enormemente a restaurar el significado original del concepto de ciudadanía e impulsar, de paso, la democracia.Starting at €8.20
-
Rappi: The Growth Dilemma
Valentí, Albert; Zunino, Diego; Panlilio, LorenzoCase M-1377-EEntrepreneurship, MarketingThe Colombian startup Rappi, an on-demand delivery platform, became the first Colombian unicorn in only 3 years from its founding. The co-founder is reflecting on how to maintain the growth trend that drove the company?s success. Rappi?s executives face choices in three areas: organic growth, expansion to other product markets, and expansion in another geographical market.Starting at €8.20
-
Telefonica Czech Republic: The FREE Revolution (A)
Segarra, José Antonio; Valentí, AlbertCase M-1306-EInnovation and Change, Marketing, StrategyThe case describes the concerns facing an executive of the Moreno group of companies who is not a member of the owning family when a strategic plan he has presented to the owners is rejected. It also illustrates the role played by the owning family in the governance structure of a family firm.Starting at €8.20
-
Telefónica Chequia: la revolución Free (B)
Segarra, José Antonio; Valentí, AlbertCase M-1307Innovation and Change, Marketing, StrategyEn la parte B del caso se explica qué sucedió ocho semanas después del lanzamiento de los nuevos planes tarifarios Free: la decisión de Luis Malvido, presidente ejecutivo de Telefónica Chequia; la reacción de la competencia; la evolución del mercado y los consumidores; o las nuevas informaciones sobre la subasta, entre otras. También se exponen los primeros resultados que obtuvo Telefónica.Starting at €5.74
-
Telefonica Czech Republic: The Free Revolution (B)
Segarra, José Antonio; Valentí, AlbertCase M-1307-EInnovation and Change, Marketing, StrategyPart B of the case describes what happened eight weeks after the launch of the new Free pricing plans: the decision made by Luis Malvido, CEO of Telefónica Czech Republic; the competition's reaction; the evolution of the market and consumers; new information on the auction, etc. It also presents Telefónica's initial results.Starting at €5.74
-
The Captor Opportunity
Valentí, Albert; González, Jorge; Ernest MendozaCase M-1380-EMarketingCaptor Materials is a company founded and managed by Ernest Núñez. The main asset of Captor Materials was a patented absorbent technology for the removal of nitrogen oxides (NOx) with an unprecedented high yield, which Núñez himself had developed years earlier. An accumulated exposure to NOx causes gradual health deterioration and eventually death. Núñez and his team had identified three main markets for Captor, on which the development and com...Starting at €8.20
-
Las promociones de ventas
Quelch, John A.; Renart, Lluís G.Technical Note MN-155MarketingDefinición e importancia de las promociones de ventas: ¿Es mejor hacer publicidad o hacer promociones?. Las promociones dirigidas a los consumidores: - Criterios para escoger el tipo de promoción al consumidor. - ¿Cómo diseñar una promoción al consumidor?. - Las cinco principales críticas a las promociones al consumidor. Las promociones dirigidas a los canales de distribución: - Principales tipos. - Factores que influyen. - Problemas más habitual...Starting at €8.20
-
La oportunidad Captor
Valentí, Albert; González, Jorge; Ernest MendozaCase M-1380MarketingCaptor Materials es una empresa fundada y dirigida por Ernest Núñez. El principal activo de la compañía fue una tecnología absorbente patentada para la eliminación de óxidos de nitrógeno (NOx), con un alto rendimiento sin precedentes, que el propio Núñez había desarrollado años antes. La exposición acumulada a estos óxidos provoca un deterioro gradual de la salud y, en última instancia, la muerte. Núñez y su equipo habían identificado tres merca...Starting at €8.20