IESE (España)
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Six Ways Marketing Can Change the World
Jocz, Katherine E.; Quelch, John A.Article ART-1540-EMarketingThe erosion of public trust in politics is partly due to some bad practices for which marketing is frequently blamed. By exposing the principles underlying good marketing, the authors show how managers can practice marketing that benefits consumers and social institutions. Doing so could go a long way toward restoring a sense of citizenship and also help democracy flourish in the process.Starting at €8.20
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El marketing puede cambiar el mundo
Quelch, John A.; Jocz, Katherine E.Article ART-1540MarketingLa erosión de la confianza en la política responde en parte a algunas prácticas perniciosas de las que se suele culpar al marketing. Los autores explican los principios que sustentan el buen marketing e invitan a los directivos a hacerlos suyos para beneficiar a consumidores e instituciones sociales. Aplicándolos, pueden contribuir enormemente a restaurar el significado original del concepto de ciudadanía e impulsar, de paso, la democracia.Starting at €8.20
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Greg Dyke: Hero or Villain The Hutton Report and the BBC
Miller, Paddy; Daniels A.Case DPO-43-ELeadership and People ManagementWhen Greg Dyke took over at the BBC in April 2000, he was known as a charismatic leader with an impressive track record in television. His critics expressed concern about his outsider status and his lack of experience in producing the kind of high-quality service programming that had been cherished at the BBC. This case outlines the steps that Dyke took to change the BBC, and the events that brought about his downfall. Students are asked to deter...Starting at €8.20