Search results for " marketing"
showing 10 items of 1527 documents
Expansión de la temporalidad y erosión de la relación de empleo estándar en España: ¿La irrupción de un nuevo paradigma de relación de empleo?
2018
Desde la década de los ochenta el mercado de trabajo español ha venido caracterizado por la persistencia de unas tasas muy altas de temporalidad hasta convertirse este en un problema crónico de la sociedad española, que, además, no ha tenido -en cuanto a magnitud- parangón en el resto de países de la UE. Las diferentes fórmulas de contratación temporal creadas e incentivadas por la vía normativa en un proceso de “reforma laboral permanente” se han convertido, en conjunción con otros factores entre los que destaca la utilización empresarial de los contratos temporales en el límite de la legislación, cuando no en claro fraude de ley, en una efectiva vía para la segmentación laboral y una clar…
ANÁLISIS DE LOS HOTELES DE ALTA CATEGORÍA DE CROACIA DESDE EL ENFOQUE HOTEL-HUÉSPED
2011
RESUMENCroacia viene experimentando un auge turístico notable en los últimos diez años. Es crucial para su futuro desarrollo saber gestionar el sector hotelero de acuerdo con las nuevas exigencias del mercado. Este trabajo pretende analizar los hoteles de alta categoría de Croacia desde un doble enfoque hotel-huésped, centrándose en una nueva estrategia de marketing denominada Comunicación Integrada de Marketing (CIM), los avances en las Tecnologías de Información y Comunicación (TIC) y la lealtad. Los resultados demuestran el elevado grado de implantación de las TIC y de la CIM y el grado moderado de los programas de lealtad en los hoteles analizados. Además, confirman la influencia de las…
Academic Contest and Social Networking to Promote Technology and Information Literacy among University Students
2012
Abstract Spanish universities have recently adapted their studies to the requirements of the European Higher Education Area (EHEA). This process has involved the consideration of the development of computer and informational skills as an academic objective. In order to develop these skills, among other activities, an informative video has been disseminated. The design of the communication campaign, developed through viral marketing and social networks has been the result of and empirical research carried out by students of the University of Valencia. This paper describes the research objectives, questions, techniques and main findings.
Social media evaluation metrics
2016
Background. There are many methods how specialists can evaluate return of online marketing activities. Most of the methods out there are designed for versatile use. But each online marketing tool has its own unique specific metrics that should be taken into account when measuring the return of marketing activities. Authors believe that the methods that are designed to evaluate online marketing activities should also be more specific. Hence authors believe that more specific online marketing revenue determination methods should be proposed. Objectives. The aim of this paper is to propose a formula that can be used to evaluate the return of social media activities depending on consumer purcha…
Archaeological tourism: looking for visitor loyalty drivers
2019
Revisit intention has become a focus of attention for archaeological sites management. Identifying visitors’ loyalty drivers to any tourism attraction is crucial but it is even more necessary for t...
Barcelona and SEAT, a History of Lost Opportunity: Corporate Marketing, Nation Branding, and Consumer Nationalism in the Automotive Industry
2015
Why is there no SEAT Barcelona? Barcelona is a well-named place brand, but SEAT consciously has disassociated itself from its geographic origins. This seems rather strange decision if one takes into account the increasing importance of the place-of-origin effect in automotive industry. This article describes how SEAT has constructed its Spanish identity and hidden its Catalan-Barcelona origins, and discusses SEAT’s own growing “denationalization” because of the acquisition by Volkswagen Group by using banal nationalism to gain the loyalty of the country’s nationalist consumers and to fashion a corporate image in line with Spain’sMarca España, or national brand. Through this decision, SEAT h…
Enhancing visitor experience with war heritage tourism through information and communication technologies: evidence from Spanish Civil War museums an…
2019
War tourism is increasingly capturing the interest of both visitors and scholars. Notwithstanding, academic research has paid little attention to the use of technology in visitor experience co-crea...
The digital nomad: Buzzword or research category?
2016
“Living and Working in Paradise: The Rise of the Digital Nomad” (Hart, 2015) is the title of an article in The Telegraph about a new generation of location-independent freelancers, young entreprene...
A Tale of Two Re-branded Cities: Riga, Latvia and Aarhus, Denmark
2016
Abstract This study shows how Riga and Arhus identified, formulated and communicated city re-branding. Our analysis concentrates on resident responses to city re-branding and how such responses could force the municipalities to withdraw their re-branding. A city loses its identity if it is globalized. In the Riga and Aarhus cases, the municipalities tried to find a global voice, which contradicted local traditions; and in both cases, the redefinition of city image took place top-down and not bottom-up. The two cases may not prove to be a golden rule, but should be a warning against rash city re-branding decisions made by municipalities.
Retoriskie līdzekļi IKEA satura mārketinga tekstos
2018
Mūsdienu patērētāji dod priekšroku zīmoliem, kuru vērtību sistēma ir tāda pat kā šo patērētāju. Viņi atzīst par labāku individualizētu pieeju sev, izklaidējošu saturu, kurā dalīties ar saviem kontaktiem, daudz vizuālās informācijas un emocionālus stāstus. Tāpēc bakalaura darba mērķis bija izpētīt, cik plaši IKEA izmanto retoriskos līdzekļus satura mārketinga tekstos IKEA tīmekļa lapā Apvienotajā Karalistē, lai izraisītu pozitīvu klientu atbildes reakciju. Tā kā IKEA tiek uzskatīts par satura mārketinga gigantu no IKEA Apvienotās Karalistes mājaslapas tika izvēlēti 20 raksti, kuri tika analizēti. Pētījuma rezultāti parādīja to, ka retoriskie līdzekļi tika izmantoti 83 reizes. Visizplatītākās…