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E-Public Relations
Villanueva, Julian; Ferrándiz, Luis; Balmaseda, CarmenTechnical Note MN-402MarketingEl concepto de relaciones públicas digitales es relativamente reciente y se define como el uso estratégico y planeado de herramientas y tecnologías basadas en Internet y en los nuevos medios, para construir y mantener un diálogo (comunicación bidireccional) entre la organización y sus públicos. La función de las relaciones públicas (RR. PP.), tal y como la conocíamos, se enfrenta a un nuevo desafío: adaptarse adecuadamente a las nuevas exigencia...Starting at €8.20
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ATH Technologies (E)
Simons, Robert L.; Packard, JenniferCase HBS-117017-EStrategySupplements the (A) case. Designed as an in-class handout.Starting at €5.74
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Merck: Managing Vioxx (E)
Simons, Robert L.; Rosenberg, Kathryn; Kindred, NatalieCase HBS-109084-EStarting at €5.74
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ATH Technologies (E) (Spanish version)
Simons, Robert L.; Packard, JenniferCase HBS-118S07StrategySupplements the (A) case. Designed as an in-class handout.Starting at €5.74
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Merck: La administración de Vioxx (E)
Simons, Robert L.; Rosenberg, Kathryn; Kindred, NatalieCase HBS-111S06Knowledge and CommunicationStarting at €5.74
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Mercadona Tech: Separating the Shower From the Bathtub
Villanueva, Julian; Ferrándiz, LuisCase M-1396-EInformation Technologies, Marketing, Service and Operations ManagementIn May 2022, Mercadona, along with its e-commerce division, was looking for ways to continue growing. They had developed what was probably the only profitable online supermarket in Spain up to the moment. The hive logistics model was operating in just three cities: Valencia, Madrid, and Barcelona. After six years, the time had come to expand domestically. Mercadona invoiced ?510m in e-commerce, but half of those sales (?263m) were done where the ...Starting at €8.20
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Mercadona Tech: Separating the shower from the bathtub - Teaching note
Villanueva, Julian; Ferrándiz, LuisTeaching Note MT-61-EInformation Technologies, Marketing, Service and Operations ManagementIn May 2022, Mercadona, along with its e-commerce division, was looking for ways to continue growing. They had developed what was probably the only profitable online supermarket in Spain up to the moment. The hive logistics model was operating in just three cities: Valencia, Madrid, and Barcelona. After six years, the time had come to expand domestically. Mercadona invoiced 510 million euros in e-commerce, but half of those sales (263 million eur...Starting at €0.00
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C3.ai-Driven to Succeed (Spanish version)
Simons, Robert L.; Gonzalez, GeorgeCase HBS-120S11StrategyCEO Tom Siebel navigates his artificial intelligence (ai) startup through a series of pivots, market expansions, and even an elephant attack to become a leading platform ad service provider. The case describes his unusual management approach emphasizing employee testing and selection, customer testing and selection, and a high degree of professionalism. This case is accompanied by an eight-segment video series (preview below) that shows Tom Siebe...Starting at €8.20
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Mercadona Tech: separar la ducha de la bañera
Villanueva, Julian; Ferrándiz, LuisCase M-1396Information Technologies, Marketing, Service and Operations ManagementEn Mayo de 2022 Mercadona, de la mano de su división de e-commerce, estaba considerando cómo seguir creciendo. Hasta ese momento se había desarrollado lo que era probablemente el único supermercado online rentable en España. El modelo logístico de colmenas estaba operando en tan solo tres ciudades: Valencia, Madrid y Barcelona. Después de seis años había llegado el momento de expandirse a nivel nacional. Mercadona facturaba 510 millones de euros ...Starting at €8.20
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Conversion Rate Optimization
Ferrándiz, Luis; Villanueva, Julian; Soldado, PilarTechnical Note MN-389Information Technologies, MarketingEn esta nota se presenta una serie de pautas para aumentar la conversión en un sitio web. Ésta no tiene por qué ser una transacción monetaria, sino que puede tratarse de un registro o de los actos de compartir una noticia, invitar a un amigo, hacerse fan de un club, realizar una descarga, solicitar la prueba de un vehículo, etc. La optimización de un proceso de CRO en un sitio web debe seguir unos pasos estipulados para asegurar su máximo aprovec...Starting at €8.20