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I. De qué hablamos cuando hablamos de marketing político? Su evolución hasta el marketing político 3.0 II. Qué se hizo en España desde el inicio de la democracia hasta la aparición de los nuevos partidos político...

Materias / palabras clave: Place marketing; Marketing territorial

El libro Finanzas aplicadas al marketing es un texto fácil de leer e introduce a los estudiantes y profesionales del marketing en los conceptos financieros más comunes, como el valor temporal del dinero, la creación d...

Materias / palabras clave: Marketing; Aspectos sociales; Organizaciones no gubernamentales; Técnicas de mercado; Nonprofit organizations

En este artículo los autores hacen una profunda y exhaustiva revisión de la literatura dedicada a la búsqueda del objeto de estudio de la disciplina del marketing. Primero se analiza el concepto de marketing, luego se...

A partir de una detallada revisión histórica de las tendencias administrativas y gerenciales que ha adquirido el marketing al responder a las condiciones específicas del entorno que ha determinado su accionar, se pres...

Teniendo en cuenta que, a diferencia de los animales, el hombre carece de un mundo natural adecuado que le permita disfrutar la vida, se puntualiza en el presente documento el tema de la construcción simbólica de su mu...

Materias / palabras clave: Empresas; Comunicación; Productividad; Ganancias; Direct marketing; Marketing; Mail-order business; Small business; Communication; Entrepreneurship; Mailing; Creación de empresas

A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which ma...

Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufactured output. The dominant logic focused on tangible resources, embedded v...

Relationship marketing—establishing, developing, and maintaining successful relational exchanges—constitutes a major shift in marketing theory and practice. After conceptualizing relationship marketing and discussing...

This tutorial provides an overview of the basic theory of hidden Markov models (HMMs) as originated by L.E. Baum and T. Petrie (1966) and gives practical details on methods of implementation of the theory along with a de...

One of the problems which has plagued those attempting to predict the behavior of capital markets is the absence of a body of positive microeconomic theory dealing with conditions of risk. Although many useful insights c...

Materias / palabras clave: marketing, management, digital marketing, e-commerce, social media marketing, advertising; Social Sciences: Commerce: Business: Marketing. Distribution of products

The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the mar...

ABSTRACT Two easily measured variables, size and book‐to‐market equity, combine to capture the cross‐sectional variation in average stock returns associated with market β , size, leverage, book‐to‐market equit...

Preface to the Fourth Edition. 1 Biomechanics as an Interdiscipline. 1.0 Introduction. 1.1 Measurement, Description, Analysis, and Assessment. 1.2 Biomechanics and its Relationship with Physiology and Anatomy. 1.3 Scope ...

This paper focuses on dynamic capabilities and, more generally, the resource-based view of the firm. We argue that dynamic capabilities are a set of specific and identifiable processes such as product development, strate...