HBSP (USA)
-
Hacer marketing en una crisis
Quelch, John A.; Jocz, Katherine E.Article HBS-R0904DMarketingEste artículo incluye una vista previa de una página que resume rápidamente las ideas clave y proporciona una visión general de cómo los conceptos funcionan en la práctica, junto con sugerencias para la lectura adicional. Porque no hay dos recesiones son exactamente iguales, los vendedores se encuentran en aguas poco trazadas se produce cada vez que uno. Sin embargo, la orientación está disponible, por ejemplo Quelch y Jocz, que han estudiado los...Starting at €8.20
-
You're Spending Your Money in All the Wrong Places (Spanish version)
Edelman, David C.Article HBS-R1012CMarketingconsider a selection of brands; evaluate by seeking input from peers, reviewers, and others; buy; and enjoy, advocate bond. If the consumer's bond with the brand becomes strong enough, she'll enter a buy-enjoy-advocate-buy loop that skips the consider and evaluate stages entirely. Smart marketers will study the decision journey for their products and use the insights they gain to revise strategy, media spend, and organizational roles.Starting at €8.20
-
Competing on Customer Journeys (Spanish version)
Edelman, David C.; Singer, MarcArticle HBS-R1511EMarketing(1) Automation, to smoothly carry customers through each step of their online path; (2) Personalization, to create a customized experience for each individual; (3) Contextual interaction, to engage customers and appropriately sequence the steps they take; and (4) Journey innovation, to add improvements that enhance and extend the journey and foster customer loyalty. In addition, the most successful companies have a particular organizational stru...Starting at €8.20