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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Project Evaluation in Emerging Markets: Exxon Mobil, Oil, and Argentina
Estrada, Javier; Giannattasio, Gabriela; Nikolova L.Case F-803-EFinanceEarly in 2006 a brief report arrived at Exxon Mobil's headquarters in Irving, Texas, with the results of geological tests in the south of Argentina. The tests determined that the area explored seemed to be rich in oil and that, subject to a proper cost-benefit analysis, it could be worth investing in the necessary production facilities to extract oil from the ground. You have been asked to evaluate this investment opportunity and report to manage...Starting at €8.20