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Design of questionnaires for measuring service quality
Ribera, Jaume; Rosenmöller, MagdaNota técnica PN-366-EServicios y operacionesDesde 8,20 €
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Market Selection: Target Customers and Positioning
González, JorgeNota técnica MN-412-EMarketingMarket selection involves a greater commitment than any other marketing decision and consists of two parts: 1) selection of the target customer, and 2) positioning. This technical note outlines the main criteria for selecting a target customer and offers a series of recommendations on how to define positioning. Finally, an overview of the key concepts of strategic analysis required to evaluate the sustainability of positioning is provided.Desde 8,20 €
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OceanTrans: Shipping in the Red Sea
de Santiago, Rafael; Montgomery, ThomasCaso AD-366-EAnálisis de decisionesOceanTrans Cargo Carrier is a container shipping company that provides services across the Middle East, the Red Sea and the Arabian/Persian Gulf. The CEO has to decide how to handle the increasingly tense competition his business is facing. When his competitor entered the market, it started slashing prices from the beginning in order to grab market share. The OceanTrans CEO felt compelled to react, dropping rates. Margins went down but the compan...Desde 8,20 €
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MAAVI, KIMITEC making a vision
González-Toruño Conejo, M.; Garrido Illescas, M.Caso IIST-DGI-366-E-EIniciativa emprendedoraKIMITEC (2007) is a biotechnological multinational born with the challenge of changing the way food is produced. Its objective: to eliminate synthetic chemistry from food by offering natural, innovative and equally effective solutions as alternatives, without involving a higher cost for the producer. Its main activity in 2022 was agriculture, but expanding it to serve the entire food chain: livestock, aquaculture and the food industry. MAAVi, its...Desde 8,20 €
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Commercial Decisions and Quantitative Analysis
Segarra, José AntonioNota técnica MN-396-EMarketing, Servicios y operacionesDesde 8,20 €
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An Introduction to Geografic Information Systems (GIS) and their Application to Marketing
Nueno, José Luis; Bittner, R.Nota técnica MN-322-EMarketingLa nota explica el uso desistemas de información cartográfica en las decisiones comerciales. Contiene ejemplos y aplicaciones.Desde 8,20 €
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Distribution
Villanueva, Julian; Iniesta, Francisco; Muñoz-Cobo D.Nota técnica MN-368-EMarketingDistribution strategy is vitally important when launching a new product or designing a marketing plan. Environments change as new competitors, new channels or new consumer demands emerge. In this note we analyze trends in distribution channels, issues of channel design, and channel management.Desde 8,20 €
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Media Planning: The key to advertising communications strategy
de Toro, Juan Manuel; Oliver, XavierNota técnica MN-303-EMarketingDesde 8,20 €
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Web Analytics: Demystifying Performance Marketing
Gallo, Iñigo; Valentí, Albert; Segarra, JavierNota técnica MN-406-EMarketingIn this note, we provide a simple guide to assess your company's performance along the critical business phases of attracting visitors to your site, converting those visitors into customers, and having them come back. We keep concepts simple and stay away from unnecessary sophistication. Armed with this basic knowledge, you should be able to understand the principal goals, potential issues, and lines of work regarding your online presence.Desde 8,20 €