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Integridad: liderando con el ejemplo
Fontrodona, Joan; Sanz Fernández, Pablo; Aznar, Enrique; Vaccaro, Antonino; Kleinhempel, MatthiasDossier DOS-27Ética empresarial y Responsabilidad Social CorporativaNo basta con que la empresa esté alineada, también es necesario que se mueva en la buena dirección.Desde 15,00 €
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Walk the Talk: Managing With Integrity
Fontrodona, Joan; Sanz Fernández, Pablo; Aznar, Enrique; Vaccaro, Antonino; Kleinhempel, MatthiasDossier DOS-27-EÉtica empresarial y Responsabilidad Social CorporativaMore than going in the same direction, make sure you're going in the right direction.Desde 15,00 €
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The Aquatred Launch (Spanish version)
Quelch, John A.; Isaacson, BruceCaso HBS-503S56Marketingwhether to launch the Aquatred and whether to expand Goodyear's distribution network. Also explores issues involved in managing a complex distribution structure during a time of rapid change.Desde 8,20 €
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Harlequin Romances - Polonia (A)
Quelch, John A.; Laidler, NathalieCaso HBS-505S16MarketingHarlequin Enterprises, editorial líder mundial de los romances de la serie, ha sido particularmente exitoso en Polonia. El caso explora algunos de los desafíos / oportunidades de hacer negocios en Europa del Este y los elementos de la mezcla de marketing necesarias para el éxito.Desde 8,20 €
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Introduction: Marketing and Democracy--How They Can Work Together
Quelch, John A.; Jocz, Katherine A.Capítulo de Libro HBS-7791BC-EMarketingMarketing performs an essential societal function - and does so democratically. People would benefit if the political and public realms were guided by the best of marketing, and vice versa. By assessing marketing's accomplishments, its shortcomings, and its achievements, it's possible to shed light on ways marketing can support strong, vibrant, democratic societies and contribute to the greater good. This chapter is excerpted from "Greater Good:...Desde 8,20 €
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Cancer Screening in Japan: Market Research and Segmentation
Quelch, John A.; Rodriguez, MargaretCaso HBS-514057-EMarketingSince founding CancerScan in 2008, Jun Fukuyoshi and Yoshiki Ishikawa had helped to improve cancer screening rates in Japan. Between 2005 and 2007, awareness of breast cancer in Japan rose from 55% to 70%, but the incidence of breast cancer screenings remained constant. Jun and Yoshiki applied marketing research techniques to increase the screening rate for breast cancer, a disease which killed over 12,000 Japanese women in 2011. Cancer screening...Desde 8,20 €
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Media: Watchdog or Lapdog--Marketing, Politics, and the Media
Quelch, John A.; Jocz, Katherine A.Capítulo de Libro HBS-7859BC-EMarketingIs the modern media industry living up to its role as a bulwark of democracy and guardian of the public interest? Private-sector media does democratize access to news and information via a proliferation of outlets and products. However, consumer demand for hard news is declining and many display rising dissatisfaction with the media's political coverage. Ultimately, the fate of media depends both on its status as a public good and on market force...Desde 8,20 €
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Toyota Recalls (A): Hitting the Skids
Quelch, John A.; Knoop, Carin-Isabel; Johnson, RyanCaso HBS-511016-EMarketingIn the fall of 2009, Toyota Motor Corporation, once revered for its commitment to quality and reliability, faced a highly publicized series of recalls in the United States representing approximately a year's worth of sales in one of its most important markets. While the first Toyota recall was met with widespread disbelief but continuing support for the brand, subsequent revelations and recalls tested the brand's resilience in the U.S. The firm's...Desde 8,20 €