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Marketing deportivo: ¿enfocado al mercado o al producto
Martín, A.; de Toro, Juan ManuelTechnical Note MN-356MarketingTrata de explicar con detalle las variables principales del marketing en relación a la gestión de entidades deportivas y sus especificidades. En concreto, lo referente a la segmentación del mercado y la preponderancia o no del producto deportivo en las decisiones y planificaciones comerciales.Starting at €8.20
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El activo y la fortaleza de la marca
Pérez Castro, Carlos; de Toro, Juan Manuel; Mira, MartaTechnical Note MN-363MarketingLa marca es hoy en día uno de los principales activos de cualquier compañía y, a su vez, un elemento fundamental de todo plan comercial. El valor del activo marca guarda una estrecha relación con su fortaleza, y en esta nota analizamos cuáles son los pasos necesarios para poder generar marcas fuertes y, por tanto, valiosas en los mercados. Es decir, profundizamos en las dimensiones donde radica la fortaleza de la marca.Starting at €8.20
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Analytics 3.0
Davenport, Thomas H.Article HBS-R1312C-EStrategyThose who study "data smart" companies believe that we've already lived through two eras in the use of analytics--we might think of them as "before big data" and "after big data"--and are entering a third. It represents a far-reaching resolve to apply powerful data gathering and analysis not just to a company's operations but also to its customer services and products. This strategic change in focus means a new role for analytics. Companies will ...Starting at €8.20
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How to Design Smart Business Experiments
Davenport, Thomas H.Article HBS-R0902E-EStrategyManagers regularly implement new ideas without evidence to back them up. They act on hunches and often learn very little along the way. That doesn't have to be the case. With the help of broadly available software and some basic investments in building capabilities, managers don't need a PhD in statistics to base consequential decisions on scientifically sound experiments. Some companies with rich consumer-transaction data - Toronto-Dominion, CKE...Starting at €8.20
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Carolina Herrera
Camprodón J.; de Toro, Juan ManuelCase M-936MarketingLa Dirección de Puig, S.A. se plantea el lanzamiento de un nuevo perfume en el segmento de selección de mujer en España, con el precedente de su considerable éxito en Estados Unidos, con el fin de potenciar la presencia de la compañía en este segmento. El problema concreto es decidir si el producto y el nombre (Carolina Herrera) es el más idóneo, pues parece que los clientes y los técnicos dudan de su posible adaptación al gusto del consumidor es...Starting at €8.20
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McKinsey & Company: Should We Recruit from a Different Pool of Talent--Using Participative Decision Making to Manage Disruptive Change
Davenport, Thomas H.; Manville, BrookBook Chapter HBS-8955BC-EChapter 3 of "Judgment Calls: Twelve Stories of Big Decisions and the Teams That Got Them Right" shows how you can connect your company's culture and its decisions to better manage change and yield powerful transformations. Using the example of a tradition-breaking talent management strategy McKinsey & Company first introduced in the late 1980s, the authors show how the new approach was born of a series of small decisions involving individuals fr...Starting at €8.20
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Lo que funciona en comunicación
Oliver, Xavier; de Toro, Juan ManuelTechnical Note MN-305MarketingDescripción de las distintas disciplinas de comunicación publicitaria y su utilización óptima: publicidad, marketing directo, promociones, patrocinios y relaciones públicas.Starting at €8.20
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Keeping Up with the Quants 7. Working with Quants
Davenport, Thomas H.; Kim, JinhoBook Chapter HBS-7700BC-EKeeping Up with the Quants is a seven-chapter book published in 2013 by the Harvard Business Review Press and written by Thomas Davenport, Professor of IT and Management at Babson College, and Jinho Kim, Professor of Business and Statistics at Korea National Defense University. Written for non-analysts and "non-quants," this book is a guide to summarizing data, interpreting its meaning, and using it in decision-making. The authors explain that a ...Starting at €8.20
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Competing on Talent Analytics
Davenport, Thomas H.; Harris, Jeanne; Shapiro, JeremyArticle HBS-R1010B-EStrategyDo investments in your employees actually affect workforce performance? Who are your top performers? How can you empower and motivate other employees to excel? Leading edge companies such as Google, Best Buy, P&G, and Sysco use sophisticated data-collection technology and analysis to answer these questions, leveraging a range of analytics to improve the way they attract and retain talent, connect their employee data to business performance, diffe...Starting at €8.20
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Media General: Should We Restructure for a New Strategy--How Savvy Leaders Foster Better Decision Making to Eradicate Siloes
Davenport, Thomas H.; Manville, BrookBook Chapter HBS-8970BC-EChapter 10 of "Judgment Calls: Twelve Stories of Big Decisions and the Teams That Got Them Right" reveals the necessary values, attributes, and actions of a leader who must introduce organizational decision making to a siloed business. The authors tell the story of major regional news organization Media General and how its CEO was able to bring together a divided organization to live into the future of the industry. *About the book:* Despite the ...Starting at €8.20