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Marcas sonrientes
¿Por qué la publicidad televisiva ha empleado tan poco el humor en los últimos años? ¿Por qué la publicidad en España es tan gris? Estas cuestiones son el germen de una investigación que ha durado tres años (2012-2015) y que ha dado lugar a la tesis doctoral: «La conexión emocional generada por el humor como elemento de engagement en marcas consolidadas». Una investigación que ha demostrado que, en un contexto de crisis económica, fragmentación de las audiencias, saturación publicitaria y entorno multipantalla el humor continúa siendo una estrategia válida para generar engagement. Es más, si el anuncio gusta –hace que «la marca me caiga mejor»– se viralizará. Conexión emocional y prescripción orgánica. ¿Hay algo más que una marca pueda soñar?
Dirección comercial
El plan de marketing.- Diseño y gestión de productos.- Diseño y gestión de servicios.- Decisiones sobre nuevos productos y servicios.- Estrategia de marca.- Precios.- Sistema de distribución comercial.- Empresas mayoristas, minoristas y distribución física.- Comunicación comercial.- Organización de ventas.
Law, Religion, Constitution
What is the place assigned to religion in the constitutions of contemporary States? What role is religion expected to perform in the fields that are the object of constitutional regulation? Is separation of religion and politics a necessary precondition for democracy and the rule of law? These questions are addressed in this book through an analysis of the constitutional texts that are in force in different parts of the world. Constitutions are at the centre of almost all contemporary legal systems and provide the principles and values that inspire the action of the national law-makers. After a discussion of some topics that are central to the constitutional regulation of religion, the book considers a number of national systems covering countries with a variety of religious and cultural backgrounds. The final section of the book is devoted to the discussion of the constitutional regulation of some particularly controversial issues, such as religious education, the relation between freedom of speech and freedom of religion, abortion, and freedom of conscience.
The Global and the Local
The book examines how the understanding of the global and the local has changed in response to ongoing reconfigurations between the state and society. It also emphasizes the importance of schooling as an institution both within and across national contexts, a holistic approach that helps us move beyond a conglomeration of isolated local events to pay attention to global trends. In this regard, the book underscores the richness of contextual factors that may create opportunities for innovation, or may serve as constraints in the implementation process. As a whole, the book brings new questions about globalization and the imperatives of education policy and implementation.
Violence, Politics and Religion
This book offers a general theory of violent radicalization and uses case studies from a variety of different countries and groups to illustrate this. The first and fundamental objective of the book is to provide an explanatory framework to understand phenomena related to violent radicalization, deradicalization, the prevention of radicalization and to political violence; in particular, that inspired by religion. The second objective follows from the first. Understanding violent radicalization of religious inspiration implies delving into two key concepts: violent radicalization and religion. This second objective is indeed elusive, since, on the one hand, many liberal democracies have under...
Catálogo de las publicaciones periódicas de la Argentina sobre agricultura
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Advertising and Branding: Concepts, Methodologies, Tools, and Applications
Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
Entrepreneurship and the Community
Entrepreneurship is the result of various contextual factors in the community, which are shaped by social challenges and business needs. Recent research efforts have focused on the dynamics of communities and how they facilitate entrepreneurship among a diverse group of people and organizations. This book highlights research on the importance of communities and their role in providing an entrepreneurial ecosystem that promotes innovation and business activities. Adopting a multidisciplinary perspective, it explores what it takes to create an entrepreneurial community that fosters creativity. Sharing valuable insights, it will enhance readers’ understanding of how entrepreneurship is formed by and exists in communities.
