IESE (España)
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Web Analytics: Demystifying Performance Marketing
Gallo, Iñigo; Valentí, Albert; Segarra, JavierTechnical Note MN-406-EMarketingIn this note, we provide a simple guide to assess your company's performance along the critical business phases of attracting visitors to your site, converting those visitors into customers, and having them come back. We keep concepts simple and stay away from unnecessary sophistication. Armed with this basic knowledge, you should be able to understand the principal goals, potential issues, and lines of work regarding your online presence.Starting at €8.20
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La gestión relacional de actividades
Casals, A.; Davila, AntonioTechnical Note CN-219Accounting and Control¿Quién puede gestionar sin información? Nadie. Sin embargo, muchas veces la calidad de la información que tenemos disponible es limitada. Hay empresas que han salido de esta dinámica. Para ello, han diseñado un modelo de información coherente que en lugar de ver cada función, proceso y actividad de forma aislada, toma la perspectiva de las relaciones que existen entre las diversas actividades de la empresa.Starting at €8.20
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Content Marketing: What It Is and How to Do It Well
Gallo, Iñigo; Segarra, Javi; Jiang Wang, ÁngelaTechnical Note MN-407-EMarketingContent marketing has garnered a lot of attention in a very short period of time. More and more B2C and B2B companies are jumping into content marketing and claiming it works for them. However, this also means there is a content overload: it is increasingly harder for any given company to be noticed and generate impact. In this technical note, the authors provide insights on why content marketing is so attractive for marketers, and how your compa...Starting at €8.20
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How to Write a Killer Marketing Plan
Gallo, IñigoTechnical Note MN-404-EMarketingWhether you call it marketing plan or something else, chances are that if you are in a marketing position, or anywhere close to a marketing position, you will work on such a document every year (and will be reviewing and updating it almost constantly during the year). A marketing plan is a fantastic tool for business success. It helps managers stay close to the reality of the company and its environment, as well as think big and constantly consid...Starting at €8.20
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Cómo hacer un plan de marketing ganador
Gallo, IñigoTechnical Note MN-404MarketingLo llames como lo llames, plan de marketing u otra cosa, lo más probable es que si trabajas en marketing o en un puesto parecido tengas que redactar este documento todos los años (además de revisarlo y actualizarlo casi constantemente a lo largo del ejercicio). El plan de marketing es una herramienta fantástica para el éxito del negocio. Ayuda a los directivos a no perder de vista la realidad de la empresa y de su entorno, a pensar en grande y a ...Starting at €8.20
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Activity Relationship Management
Casals, A.; Davila, AntonioTechnical Note CN-219-EAccounting and ControlWho can manage without information? Nobody. Yet the quality of the information we have at our disposal is often inadequate. Some companies have escaped this treadmill by designing a streamlined information system which instead of looking at each function, process and activity in isolation, focuses instead on the relationships which exist between the companys different activities.Starting at €8.20
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Content Marketing: What It Is and How to Do It Well (Chinese Version)
Gallo, Iñigo; Segarra, Javi; Jiang Wang, ÁngelaTechnical Note MN-407-ZHMarketingContent marketing has garnered a lot of attention in a very short period of time. More and more B2C and B2B companies are jumping into content marketing and claiming it works for them. However, this also means there is a content overload: it is increasingly harder for any given company to be noticed and generate impact. In this technical note, the authors provide insights on why content marketing is so attractive for marketers, and how your compa...Starting at €8.20