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Macsa: la venta de proyectos
García Pont, Carlos; Rocha e Oliveira, PauloCase M-1287MarketingLa fuerza de ventas de MACSA ha sido exitosa en la venta de impresoras, lásers y máquinas de etiquetado durante décadas. La reciente incorporación de proyectos en la oferta de la empresa requiere una nueva estrategia de ventas. Este caso trata los desafíos a que se enfrentan los directivos de la empresa en la elaboración e implementación de esta nueva estrategia.Starting at €8.20
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Google AdWords: Developing and Growing the Spanish Market
Puig, Albert; Rocha e Oliveira, Paulo; García Pont, CarlosCase M-1239-EInformation Technologies, Knowledge and Communication, MarketingGoogle is the largest advertising space seller in the world. Its flagship product is the "sponsored links" ads on its search result page, regardless of how hard it is to take full advantage of them. These links are sold primarily through the Google Adwords site, with the support of a sales team.The challenge facing this business organization is complicated as it figures out how to boost sales of a seemingly simple product with such a diverse clie...Starting at €8.20
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Internacionalization of Telefónica España, S.A. - Teaching Note
Ricart, Joan Enric; García Pont, Carlos; Knief C.Teaching Note DGT-15-ELeadership and People Management, StrategyStarting at €0.00
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Internet Marketing
Puig, Albert; Rocha e Oliveira, Paulo; García Pont, CarlosTechnical Note MN-370-EInformation Technologies, MarketingIn this technical note we explain what Internet marketing is, what it is used for, and how it is done. The note covers a wide variety of subjects, but is broadly in two parts. The first, more theoretical part explains why the Internet is a good medium for marketing. The second focuses on more practical issues, i.e., the things we must we know in order to do Internet marketing. To show that the Internet is a good marketing medium, we describe the ...Starting at €8.20
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Internationalization of Telefónica España S.A. - Case Update July 1996
Knief C.; Ricart, Joan Enric; García Pont, CarlosCase DG-1158-ELeadership and People Management, StrategyThis case recounts the history of Telefonica up until July 1996. Important developments since the first case include changes in the competitive environment due to new regulations at global and European level. In addition, Telefonica, SA is affected by changes in the Spanish government. The case describes how the changes affect Telefonica's businesses. It also informs about the final decision regarding the selection of a strategic alliance partner...Starting at €8.20
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Internationalization of Telefónica España, S.A.
Knief C.; García Pont, Carlos; Ricart, Joan EnricCase DG-1136-ELeadership and People Management, StrategyThe case describes the competitive position and strategy of the Spanish telecommunication service provider. Initially, the company had a monopoly and operated in the Spanish market. Due to technological innovation and the re-regulation of the sector in many countries, the competitive environment of the industry has changed fundamentally. This has led to more competition and the emergence of multinational companies. Also, a proliferation of strate...Starting at €8.20
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Google AdWords: desarrollo y crecimiento del mercado español
Puig, Albert; Rocha e Oliveira, Paulo; García Pont, CarlosCase M-1239Information Technologies, Knowledge and Communication, MarketingLa empresa Google es el proveedor de espacio publicitario con mayor volumen de ventas del mundo. Su producto estrella son los enlaces patrocinados en las páginas de resultados de las búsquedas, a pesar de la dificultad que tiene sacarles el máximo partido. Estos enlaces se comercializa básicamente a través del sitio web Google Adwords, con el apoyo de una fuerza de ventas. El reto que afronta esta organización comercial es complejo, ¿cómo empujar...Starting at €8.20
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Internacionalización de Telefónica España, S.A. - Nota del Instructor
Ricart, Joan Enric; García Pont, Carlos; Knief C.Teaching Note DGT-15Leadership and People Management, Strategy(See case DG-1136)Starting at €0.00
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Market Orientation
García Pont, Carlos; Rocha e Oliveira, PauloTechnical Note MN-371-EMarketingThe purpose of this technical note is to define the concept of market orientation, demonstrate the advantages and characteristics of a market-oriented company and propose some ideas to help companies develop their market orientation. Market orientation is one of the central concepts in marketing literature. It gives companies a competitive edge by helping them understand and respond to market demands effectively, enhancing the awareness of the c...Starting at €8.20
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Internacionalización de Telefónica España, S.A.
Knief C.; García Pont, Carlos; Ricart, Joan EnricCase DG-1136Leadership and People Management, StrategyEl caso describe la competitividad y la estrategia del proveedor español de servicio de telecomunicación. Inicialmente, la compañía tenía un monopolio y operaba en el mercado español. Debido a la innovación tecnológica y a la desregulación del sector en muchos países, el entorno competitivo ha cambiado radicalmente. Esta nueva situación ha conducido a más competencia y a la aparición de compañías multinacionales. También se ha observado una proli...Starting at €8.20