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An Introduction to Geografic Information Systems (GIS) and their Application to Marketing
Nueno, José Luis; Bittner, R.Technical Note MN-322-EMarketingLa nota explica el uso desistemas de información cartográfica en las decisiones comerciales. Contiene ejemplos y aplicaciones.Starting at €8.20
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Managing Customer Value
Villanueva, Julian; Nueno, José LuisTechnical Note MN-352-EMarketingFor most companies, their clients are their most valuable asset: it is very expensive to capture them, and, if they are retained, they will generate profits for the rest of their relationship with the firm. In this sense, Client Value is a measure which assesses the sum of future discounted benefits of a client, net of marketing costs. As such, we can say that a manager's activities should be aimed at improving the client acquisition process, and...Starting at €8.20
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The Anatomy of Diffusion
Sánchez, H.; Villanueva, Julian; Nueno, José LuisTechnical Note MN-349-EMarketingThis note introduces the theory of innovation diffusion, using the a range of diffusion curves to illustrate the dynamics. The case explains how these forms (and consequently the speed of diffusion) depend on factors related to the products (relative advantage, compatibility, complexity, ease of trying out the product, observability and risk) and on word of mouth from innovators to imitators. By explaining how these factors affect the speed of di...Starting at €8.20
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Creativity in Antonio Gaudí's Artwork
Massague, Mireia; Rosich, Marc; Nueno, José LuisTechnical Note MN-399-ECorporate Governance, Innovation and Change, MarketingInnovation, creativity, technology ... in service of people. These are the bases of both Antoni Gaudí's citizen science and his architectural oeuvre. Beyond the label of architect, Gaudí left a legacy still applicable today in many disciplines, from ergonomic design to business management. He was a pioneer, ahead of his time, innovative in work processes, as well as being the creator of new architectural forms that we know today.Starting at €8.20
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Can Culture and Sports Revitalize Shopping Centers
Nueno, José LuisTechnical Note MN-372-EMarketingLaunched in the late forties, shopping centers have undergone many changes since then to achieve their goal: to attract a public that is increasingly demanding and that has a wider selection than ever before. Over the past seventy years, shopping centers have witnessed how successive models have been adopted and have reached their maturity stage and even decline. This has forced them to constantly reinvent themselves and seek new formulas, from r...Starting at €8.20
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Note on Scenario Planning in High-Uncertainty Environments: The Disruption Matrix
Costa, Carlos; Nueno, José LuisTechnical Note MN-405-EDecision Analysis, Innovation and Change, StrategyThe coronavirus pandemic is an unexpected external event with a profound impact on demand in all sectors that is highly conditioned by decisions that correspond to external stakeholders. After overcoming their initial shock, within this context companies have to think about their future in two or three years; however, it is very difficult for the management team to plan and define a clear strategy when it remains unknown when and how they will be...Starting at €8.20
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The Recorded Music Industry
Carrión V.; Nueno, José Luis; Bertini, MarcoTechnical Note MN-337-EInformation Technologies, MarketingMusic has become one of today¿s great global industries, generating world retail sales of US$27 billion to $38 billion during the 1990s, by satisfying the diverse music appetites of people around the globe and popularising new artists and music styles. Recorded music in turn belongs to a group of copyright-based industries valued at 360 billion euros in Europe and $430 billion in the U.S., accounting for more than 5% of GDP. Yet the very foundati...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