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Foundations of Inbound Marketing
Capizzani, Mario; Valdés, PauTechnical Note MN-394-EMarketingThis technical note explains the main aspects of how the marketing process has been transformed as a result of the boom of Web 2.0 technologies, which has had profound implications for the way consumers search, compare and purchase products and services. The consequences of these changes include the rise of inbound marketing and content marketing, which not only implies a revamping of the way companies must refocus their marketing activities, but...Starting at €8.20
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Governance of World Association Football
Xenos, Emmanouil; Capizzani, Mario; Davila, AntonioTechnical Note SMN-682-ECorporate GovernanceSport is big business around the world. Within the sports industry, association football - commonly referred to as "football" around the world or "soccer" in North America - is considered to be the world's richest sport and is often touted as the "king of sport" or the "most popular sport in the world." The scope of this note is to provide the reader with a brief and concise overview of association football, the governing bodies, the stakehold...Starting at €8.20
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Mobile Marketing Strategy: An introduction to mobile websites & mobile apps
Capizzani, Mario; Bhargava, Neeti; Cañigueral, Xavier; Chaudhry, ShrutiTechnical Note MN-386-EMarketingIn the modern-day marketing mix, companies must choose from an increasing array of channels to sell their products or services and connect with their users. Whereas television, print and online advertising have traditionally dominated this promotion arena, mobile now accounts for more than half of all search traffic in at least 10 countries and an increasing proportion of advertising in many markets. Improvements in technology have also made it e...Starting at €8.20