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Branded content
Villanueva, Julian; Ferrándiz, Luis; Soldado, PilarTechnical Note MN-393Information Technologies, Knowledge and Communication, MarketingLa presente nota técnica introduce al lector en el concepto de branded content, que se define como una nueva forma de hacer publicidad que utiliza la generación de contenidos como una manera de promocionar una marca, que es la que financia la producción de dichos contenidos. La nota técnica da una serie de recomendaciones sobre cómo crear una estrategia de branded content y hace especial hincapié en el tipo de contenido a desarrollar. En el brand...Starting at €8.20
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Branded content
Villanueva, Julian; Ferrándiz, Luis; Soldado, PilarTechnical Note MN-393-EInformation Technologies, Knowledge and Communication, MarketingThis technical note introduces the reader to the concept of branded content, which is defined as a new form of advertising which uses content-generation as a way of promoting a brand, which in turn finances the production of new contents. This technical note provides a series of recommendations on how to create a branded content strategy and particularly stresses the type of content to develop. In branded content, the company is moving from the s...Starting at €8.20
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Starchitects, Emblematic Buildings and the Effects on Urban Economies
Nueno, José Luis; Reutskaja, ElenaTechnical Note MN-369-EEconomics, Knowledge and CommunicationEmblematic buildings, constructed by the leading ¿artists¿ in this field or ¿starchitects¿ such as Lord Norman Foster, Frank Gehry, Santiago Calatrava, Jean Nouvel are exactly the new dimension that is capable solving the problems of businesses and achieve sustainable growth. Case studies of Guggenheim Museum in Bilbao, ¿the Gherkin¿ in London, Sydney Opera House are vivid examples of how an emblematic building is capable of achieving synergy fro...Starting at €8.20
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Inteligencia comercial
García, David L.; Segarra, José AntonioTechnical Note MN-350Knowledge and Communication, MarketingNota técnica sobre la relevancia de la aplicación de la inteligencia comercial al negocio y su relación con la orientación comercial de la organización; se presentan las fases de su puesta en práctica, herramientas disponibles y sus limitaciones. Se incluye un capítulo de recomendaciones de orden práctico.Starting at €8.20
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Arquitectos estrella, edificios emblemáticos y sus efectos en las economías urbanas
Nueno, José Luis; Reutskaja, ElenaTechnical Note MN-369Economics, Knowledge and CommunicationEdificios emblemáticos construidos por "artistas" líderes en este campo o "arquitectos estrella" ("starchitecs") como Lord Norman Foster, Frank Gehry, Santiago Calatrava o Jean Nouvel, ofrecen exactamente la nueva dimensión que es capaz de resolver los problemas de las empresas y conseguir un crecimiento sostenible. Los casos estudiados del museo Guggenheim de Bilbao, el Gherkin de Londres y la Opera de Sydney, son claros ejemplos de cómo un edif...Starting at €8.20
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The Impact Of Digital Technologies On The Paid Content Market: Examining The Netflix Paradigm
Sood, Sanjay; Corredoira, Loreto; Urgellés, Alicia Mª; Villanueva, JulianTechnical Note MN-384-EInformation Technologies, Knowledge and Communication, MarketingThe arrival of digital distributors such as Hulu, Netflix and iTunes to the digital media landscape has brought about substantial changes to the television and movie industry. While the observed growth of the new streaming models is definitely encouraging, the question remains as to whether the new media companies will be able to deliver a significant return on investment. This technical note attempts to summarize the advances of the television a...Starting at €8.20