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Vodafone: How to Attract Millenials to the Prepaid Market (Condensed)
Villanueva, Julian; Soldado, PilarCaso M-1364-EMarketingOn the morning of October 29, 2015, social media was abuzz. It could have been a normal day, but when singer Justin Bieber walked out on the radio show Yu: no te pierdas nada, it was an unexpected and unprecedented moment. The interview already had 200,000 visits on YouTube 18 hours after its recording and the Vodafone Yu marketing team tried to do some damage control. Although Pedro had several things in mind, there were priorities that needed t...Desde 8,20 €
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Prices
Villanueva, Julian; Segarra, José Antonio; Ferrer, IciarNota técnica MN-385-EContabilidad y control, MarketingDeveloping a pricing policy is particularly complex. While a company can choose from different pricing strategies, it should always be aware that a price is the expression of a value. This value depends on various factors, including the perceived quality of a product and brand reputation. A company must also consider its cost structure, since pricing below cost would lead to financial losses. Furthermore, it must study the behavior of its competi...Desde 8,20 €
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La gestión del valor del cliente
Villanueva, Julian; Nueno, José LuisNota técnica MN-352MarketingLos clientes son el activo más importante para la mayoría de las empresas: es muy caro captarlos y, si son retenidos, generarán beneficios durante su relación con la empresa. En este sentido, el Valor del Cliente es una métrica que mide la suma de los beneficios futuros descontados de un cliente, netos de costes de marketing. Podemos por tanto decir que la actividad de un directivo debe ir encaminada a mejorar los procesos de adquisición de clien...Desde 8,20 €
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Mercadona Tech: Separating the Shower From the Bathtub
Villanueva, Julian; Ferrándiz, LuisCaso M-1396-EMarketing, Servicios y operaciones, Tecnologías de la informaciónIn 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 ...Desde 8,20 €
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Managing Customer Value
Villanueva, Julian; Nueno, José LuisNota técnica 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...Desde 8,20 €
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Shubert Organization: el espectáculo debe continuar (condensado)
Beech, María Alejandra; Villanueva, Julian; González, JorgeCaso M-1240MarketingEn enero de 2009, Bob Wankel estaba sentado en su despacho, situado en el histórico edificio Sardi's de la calle 44 de Nueva York, pensando en los retos que tenía por delante: varios espectáculos de Broadway se estaban clausurando y una severa recesión económica amenazaba las futuras producciones. Muchas voces estaban pidiendo cambios en el sector teatral, y la Shubert Organization -en la que el Sr. Wankel llevaba 33 años trabajando- había perdi...Desde 8,20 €
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Web Analytics and the New Digital Metrics
Ferrándiz, Luis; Villanueva, JulianNota técnica MN-392-EMarketing, Tecnologías de la informaciónCompanies are currently using web analytics for different purposes: to present business figures, to learn more about their customers and users, to manage and plan digital marketing campaigns, to learn about a brand's reputation, to get information on the competition, etc. There is a wide variety of objectives, and the difficulty lies in knowing what should be measured and how to study the different sources of information to draw appropriate concl...Desde 8,20 €