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Estrategias para atraer al nuevo consumidor
Villanueva, Julian; Ferrándiz, Luis; Gallo, Iñigo; Townsend, Claudia; Skiera, Bernd; Ringel, Daniel M.Dossier DOS-32Information Technologies, Marketing, Strategy¿Cómo ha cambiado el “viaje del cliente”? ¿De qué manera podemos adaptarnos a la realidad de hoy?Starting at €15.00
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Strategies to Reach the Changing Consumer (Portuguese Version)
Villanueva, Julian; Ferrándiz, Luis; Gallo, Iñigo; Townsend, Claudia; Skiera, Bernd; Ringel, Daniel M.Dossier DOS-32-PBInformation Technologies, Marketing, StrategyTech is changing how we do business. Break out of your bubble and learn to manage better in a digital age.Starting at €15.00
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Strategies to Reach the Changing Consumer
Villanueva, Julian; Ferrándiz, Luis; Gallo, Iñigo; Townsend, Claudia; Skiera, Bernd; Ringel, Daniel M.Dossier DOS-32-EInformation Technologies, Marketing, StrategyTech is changing how we do business. Break out of your bubble and learn to manage better in a digital age.Starting at €15.00
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Aprovecha el big data para visualizar tu mercado
Skiera, Bernd; Ringel, Daniel M.Article ART-2982Information Technologies, MarketingDebido a la creciente proliferación de artículos y marcas, a las empresas les cuesta hacer un seguimiento de cómo compiten sus productos en el mercado. El big data de las búsquedas online les permite conocer mejor su cuota de mercado y a sus competidores clave. Pero obtener y analizar cantidades ingentes de datos plantea múltiples dificultades. En este artículo, los autores explican cómo se valieron de los datos del flujo de clics para vis...Starting at €8.20
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Using Big Search Data to Map Your Market
Skiera, Bernd; Ringel, Daniel M.Article ART-2982-EInformation Technologies, MarketingMarkets today are flooded with an increasing number of products and brands, making it difficult for companies to track how their products compete in the market. Big search data allow companies to obtain valuable insights on market share as well as on key competitors. But collecting and analyzing vast amounts of data pose huge challenges. In this article, the authors describe how they used clickstream data to visualize competition in product categ...Starting at €8.20
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Luckin Coffee: Digital Strategies, Governance, and Ethics
Yulin Fang, Ning Su, Yuqin JiangCase IVEY-W24623-EInformation TechnologiesDesigned as a coffee chain enabled by a digital platform, Luckin Coffee Inc. leveraged extensive customer behavior data gathered from its application (app), information systems, and technologies to offer innovative customer experience and high operationalStarting at €8.20
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Luckin Coffee: Digital Strategies, Governance, and Ethics - Teaching Note
Yulin Fang, Ning Su, Yuqin JiangTeaching Note IVEY-W24624-EInformation TechnologiesTeaching note for product W24623.Starting at €0.00