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La esencia del márqueting. Casos prácticos
"La obra presenta una serie de casos prácticos que deben tomarse como herramientas de apoyo para la discusión de decisiones concretas en diferentes situaciones comerciales. Todos ellos simulan situaciones que se han dado en la realidad con otros protagonistas y, por supuesto, con los nombres, las fechas y las cifras cambiados. En determinados casos, se han exagerado algunos acontecimientos y comportamientos para resaltar estilos de gestión y resultados que faciliten una toma de posición lo más acertada posible. La especialidad del marketing se caracteriza por su carácter aplicado y un nivel desigual de desarrollo cientÃfico. Su naturaleza dinámica, la continua y arrolladora ampliaciÃ...
PolÃticas de marketing internacional. COMM0110
Libro especializado que se ajusta al desarrollo de la cualificación profesional y adquisición de certificados de profesionalidad. Manual imprescindible para la formación y la capacitación, que se basa en los principios de la cualificación y dinamización del conocimiento, como premisas para la mejora de la empleabilidad y eficacia para el desempeño del trabajo.
Basic Economics
The bestselling citizen's guide to economics Basic Economics is a citizen's guide to economics, written for those who want to understand how the economy works but have no interest in jargon or equations. Bestselling economist Thomas Sowell explains the general principles underlying different economic systems: capitalist, socialist, feudal, and so on. In readable language, he shows how to critique economic policies in terms of the incentives they create, rather than the goals they proclaim. With clear explanations of the entire field, from rent control and the rise and fall of businesses to the international balance of payments, this is the first book for anyone who wishes to understand how the economy functions. This fifth edition includes a new chapter explaining the reasons for large differences of wealth and income between nations. Drawing on lively examples from around the world and from centuries of history, Sowell explains basic economic principles for the general public in plain English.
Inter-Organizational Culture
In order to be developed, inter-organizational relationships, as well as organizational cultures, rely on communication, learning, trust, commitment, and shared meanings and symbols. This book discusses the emergence and development of an inter-organizational culture, in which meanings, beliefs, and values of people from different companies interact. It proposes that inter-organizational culture can be seen as a culture of intersection, because of the association of cultural perspectives between suppliers and intermediaries. The more the parties are motivated to maintain the relationship, the more willing they are to invest in that relationship, which minimizes the risk of dissolution, promotes interaction, and contributes to cultural changes. The authors consider organizational culture through a three-perspective framework involving integration, differentiation, and fragmentation, at the intersection of which inter-organizational culture develops. This book will provide scholars with a better understanding of the connection between relationship marketing and organizational behavior, through the emergence of a specific culture.
The Economics of Feasible Socialism
This is a path-breaking book. Characteristically readable, controversial and full of insights, Nove identifies a workable socialist programme, achievable in the lifetime of a child born today, that avoids far-fetched or utopian assumptions. This text has been immensely influential in the West, and is available in translation in China, Hungary and the Soviet Union. Alec Nove begins by demonstrating why Marx's theories provide a misleading guide to the issues facing economists under any realistically conceivable socialism. He goes on to discuss the problems experinced by communist-ruled countries, especially the Soviet Union, and to suggest possible remedies and solutions. Nove also examines problems of transition, in the context of Western industrialised countries and the Third World. He concludes by outlining a possible efficienct and human socialism, and examines objections to these ideas from the Left and the Right.
Uncommon Sense
On December 5, 2004, the still-developing blogosphere took one of its biggest steps toward mainstream credibility, as Nobel Prize–winning economist Gary S. Becker and renowned jurist and legal scholar Richard A. Posner announced the formation of the Becker-Posner Blog. In no time, the blog had established a wide readership and reputation as a reliable source of lively, thought-provoking commentary on current events, its pithy and profound weekly essays highlighting the value of economic reasoning when applied to unexpected topics. Uncommon Sense gathers the most important and innovative entries from the blog, arranged by topic, along with updates and even reconsiderations when subsequent e...
The New Positioning: The Latest on the World's #1 Business Strategy
In the same right-to-the-point, no-nonsense style that was a hallmark of Positioning, this sequel squares off against critical marketing challenges such as how to make sure your message gets through in an era of information overload.
