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Foundations of Inbound Marketing
Capizzani, Mario; Valdés, PauNota técnica MN-394-EMarketingThis technical note explains the main aspects of how the marketing process has been transformed as a result of the boom of Web 2.0 technologies, which has had profound implications for the way consumers search, compare and purchase products and services. The consequences of these changes include the rise of inbound marketing and content marketing, which not only implies a revamping of the way companies must refocus their marketing activities, but...Desde 8,20 €
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Doctor Bucheli goes to China
Pastor, AlfredoCaso ASE-394-EEconomíaEl caso plantea la elaboración de un informe sobre la situación de la economía china a finales de 1998 y sus perspectivas a corto y medio plazoDesde 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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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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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 €
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Market Segmentation
González, JorgeNota técnica MN-400-EMarketingThe consumer's needs; providing good customer service: without a doubt, these concepts expressed by Theodore Levitt (1960) almost 60 years ago are at the core of the field of marketing. Considering the customer as the focal point of all commercial efforts quickly leads us to the realization of another equally important reality, namely that a "customer," in the abstract, does not exist. There are a host of specific customers-each with their own pe...Desde 8,20 €
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UX: Creating the Best User Experience
Ferrándiz, Luis; Villanueva, Julian; Balmaseda, CarmenNota técnica MN-401-EMarketing, Tecnologías de la informaciónUser Experience is the interaction process between a user and a brand's website or application, which leads to a sense or impression of it. This process includes both discovering and all the phases of getting to know the brand, interacting with the digital plane, the issues that arise during the purchase stage, and the perception created.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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Brands and Brand Communication
Pratt K.; Oliver, XavierNota técnica MN-344-EMarketingWhat is a brand -describing and defining brands. Developing brands and understanding brand-customer relationships. Understanding customer choice from the perspective of brand personalities.Desde 8,20 €