Marketing
Marketing

Author: Gary Armstrong

Publisher: Pearson Educación

Published: 2003

Total Pages: 686

ISBN-13: 9789702604006

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Written for courses in Principles of Marketing at four-year and two-year colleges, this shorter overview aims to help students master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars - (1) theory and concepts; (2) practices and applications; and (3) pedagogy - cultivating an efficient, effective teaching and learning environment. This sixth edition provides revised content throughout, and reflects the major trends and forces that are impacting marketing in this new, connected millennium. It includes new thinking and expanded coverage on a wide variety of topics, for example: relationship marketing; connecting technologies; the company value chain; value-delivery networks; and global marketing.

Dirección de Marketing
Dirección de Marketing

Author: Jaime Rivera Camino

Publisher: ESIC Editorial

Published: 2009-10-13

Total Pages: 24

ISBN-13: 8473566416

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El libro tiene una orientación práctica, pues está dirigido a mostrar las principales decisiones que deben tomar los directivos para satisfacer a sus mercados en un entorno altamente competitivo. Por tanto, el libro presenta conceptos y aplicaciones claves para profesionales y estudiantes interesados en la disciplina del marketing. Trata de reproducir el proceso estratégico y operativo del marketing para ofrecer conceptos aplicables a todo tipo de empresas y mercados. La obra realiza un recorrido por: • Las características del marketing, su aplicabilidad en las empresas y para mostrar los diferentes tipos de entorno que pueden condicionarlo. • Las decisiones que pueden restringir la función comercial: como segmentar para evaluar y predecir la demanda, y cuáles son las variables que deben conocerse para investigar la conducta de compra de los mercados. • El plan del marketing como el eje del proceso directivo, ya que se muestra como el puente entre la estrategia y los planes operativos de la mezcla de marketing. • Y las políticas sobre producto, precio, distribución y comunicación que deben dirigir las empresas para satisfacer exitosamente a sus mercados. Todos los capítulos siguen la misma estructura para facilitar la comprensión del material presentado en el libro. En las primeras páginas de cada capítulo se ofrecen un índice y los objetivos del tema. Después de una breve lectura introductoria, sigue la exposición del tema y se concluye con un resumen del capítulo, un caso práctico y varias cuestiones a debatir. Asimismo, todos los capítulos están ilustrados con esquemas y ejemplos de la aplicabilidad práctica de los conceptos desarrollados. Así, los directivos pueden encontrar en este libro una guía para sus decisiones estratégicas y operativas. Los estudiantes pueden disponer de un texto que puede guiarles en su interés de conocer los principales aspectos de la dirección de marketing. Y los profesores pueden usar de forma articulada o aislada cada capítulo para desarrollar seminarios o módulos de diferente duración didáctica. Índice: Parte I: Fundamentos del marketing. 1.- Marketing: conceptos y dimensiones. 2.- Entorno y globalización. Parte II: Función comercial. 3.- Segmentación del mercado. 4.- La demanda. 5.- Comportamiento del consumidor. Parte III: Estrategias de marketing. 7.- Planificación, organización y control de la estrategia de marketing. 8.- El producto: concepto y gestión. 9.- El precio. 10.- La distribución. 11.- La comunicación: la publicidad. 12. La promoción.- Casos prácticos.- Bibliografía.

Periodismo de marcas
Periodismo de marcas

Author: Carlos J. Campo

Publisher: Editorial UOC

Published: 2016-06-30

Total Pages: 251

ISBN-13: 8490649316

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El periodismo de marcas es para unos pocos. Da lo mismo si se trata de enormes marcas multinacionales o de pequeñas denominaciones muy especializadas o muy locales. Es para una selectísima minoría y, además, es periodismo puro y duro.Hoy, con el descrédito de la publicidad, la desintermediación de la información, el desengaño tecnológico y la pérdida de la ingenuidad de las audiencias, se ha creado el escenario perfecto para desarrollar un periodismo que pretende una influenci todopoderosa.Este tratado actualiza los modos de este periodismo, abordando su sustrato teórico. Discrimina el contenido de marca de la acción periodística. Desmiente la antitética conceptual de periodismo y marca en una misma expresión. Y desvela, desde la experiencia, cómo fundar la redacción de marca, diseñar la línea editorial y ejercerlo cotidianamente.La marca que lo use se cotizará más. Y la corporación que evolucione con él logrará unos resultados económicos aún mejores.

RETRACTED BOOK: 151 Trading Strategies
RETRACTED BOOK: 151 Trading Strategies

Author: Zura Kakushadze

Publisher: Springer

Published: 2018-12-13

Total Pages: 480

ISBN-13: 3030027929

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The book provides detailed descriptions, including more than 550 mathematical formulas, for more than 150 trading strategies across a host of asset classes and trading styles. These include stocks, options, fixed income, futures, ETFs, indexes, commodities, foreign exchange, convertibles, structured assets, volatility, real estate, distressed assets, cash, cryptocurrencies, weather, energy, inflation, global macro, infrastructure, and tax arbitrage. Some strategies are based on machine learning algorithms such as artificial neural networks, Bayes, and k-nearest neighbors. The book also includes source code for illustrating out-of-sample backtesting, around 2,000 bibliographic references, and more than 900 glossary, acronym and math definitions. The presentation is intended to be descriptive and pedagogical and of particular interest to finance practitioners, traders, researchers, academics, and business school and finance program students.

Principles of Marketing
Principles of Marketing

Author: Gary M. Armstrong

Publisher:

Published: 2018

Total Pages:

ISBN-13: 9781488620102

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An introduction to marketing concepts, strategies and practices with a balance of depth of coverage and ease of learning. Principles of Marketing keeps pace with a rapidly changing field, focussing on the ways brands create and capture consumer value. Practical content and linkage are at the heart of this edition. Real local and international examples bring ideas to life and new feature 'linking the concepts' helps students test and consolidate understanding as they go. The latest edition enhances understanding with a unique learning design including revised, integrative concept maps at the start of each chapter, end-of-chapter features summarising ideas and themes, a mix of mini and major case studies to illuminate concepts, and critical thinking exercises for applying skills.

Simulation Modeling and Analysis with Expertfit Software
Simulation Modeling and Analysis with Expertfit Software

Author: Averill Law

Publisher: McGraw-Hill Science/Engineering/Math

Published: 2006-07-21

Total Pages: 792

ISBN-13: 9780073294414

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Since the publication of the first edition in 1982, the goal of Simulation Modeling and Analysis has always been to provide a comprehensive, state-of-the-art, and technically correct treatment of all important aspects of a simulation study. The book strives to make this material understandable by the use of intuition and numerous figures, examples, and problems. It is equally well suited for use in university courses, simulation practice, and self study. The book is widely regarded as the “bible” of simulation and now has more than 100,000 copies in print. The book can serve as the primary text for a variety of courses; for example: • A first course in simulation at the junior, senior, or beginning-graduate-student level in engineering, manufacturing, business, or computer science (Chaps. 1 through 4, and parts of Chaps. 5 through 9). At the end of such a course, the students will be prepared to carry out complete and effective simulation studies, and to take advanced simulation courses. • A second course in simulation for graduate students in any of the above disciplines (most of Chaps. 5 through 12). After completing this course, the student should be familiar with the more advanced methodological issues involved in a simulation study, and should be prepared to understand and conduct simulation research. • An introduction to simulation as part of a general course in operations research or management science (part of Chaps. 1, 3, 5, 6, and 9).

NANDA International Nursing Diagnoses
NANDA International Nursing Diagnoses

Author: Heather T. Herdman

Publisher: Thieme

Published: 2017-06-28

Total Pages: 526

ISBN-13: 1626239304

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Fully updated and revised by authors T. Heather Herdman, PhD, RN, FNI, and Shigemi Kamitsuru, PhD, RN, FNI, Nursing Diagnoses: Definitions and Classification 2018-2020, Eleventh Edition is the definitive guide to nursing diagnoses, as reviewed and approved by NANDA International (NANDA-I). In this new edition of a seminal text, the authors have written all introductory chapters at an undergraduate nursing level, providing the critical information needed for nurses to understand assessment, its link to diagnosis and clinical reasoning, and the purpose and use of taxonomic structure for the nurse at the bedside. Other changes include: 18 new nursing diagnoses and 72 revised diagnoses Updates to 11 nursing diagnosis labels, ensuring they are consistent with current literature and reflect a human response Modifications to the vast majority of the nursing diagnosis definitions, including especially Risk Diagnoses Standardization of diagnostic indicator terms (defining characteristics, related factors, risk factors, associated conditions, and at-risk populations) to further aid clarity for readers and clinicians Coding of all diagnostic indicator terms for those using electronic versions of the terminology Web-based resources include chapter and reference lists for new diagnoses Rigorously updated and revised, Nursing Diagnoses: Definitions and Classification 2018-2020, Eleventh Edition is a must-have resource for all nursing students, professional nurses, nurse educators, nurse informaticists, and nurse administrators.