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Publicidad 360º
Esta publicación es fruto de la reflexión de, fundamentalmente, docentes del ámbito de la comunicación y de la publicidad basada en la necesidad de aunar fuerzas para ofrecer una obra de conjunto que intenta ver la publicidad como un hecho global y no solo aislado de la comunicación comercial. La presente obra profundiza en el valor de la publicidad y su importancia contemporánea, desde una perspectiva holística y con el objetivo de querer ser una publicación didáctica y de reflexión.
The Routledge Companion to Family Business
The Routledge Companion to Family Business offers a definitive survey of a field that has seen rapid growth in research in recent years. Edited by leading scholars with contributions from the top minds in family business from around the world, this volume provides researchers and scholars with a comprehensive understanding of the state of the discipline. Over 25 chapters address a wide variety of subjects, providing readers with a thorough review of the key research themes in the modern family firm, such as corporate social responsibility and bank debt rationing. International examples cover a wide range of economies including China, Europe, and Latin America. The book will appeal to undergraduates, postgraduates and business instructors seeking a definitive view of the issues and solutions that affect and support family business.
XXII Congreso Nacional de Marketing 2010. Aemark en Santander
Este libro recoge las ponencias y trabajos en curso presentados en el XXII Congreso Nacional de Marketing 2010 organizado por la Universidad de Oviedo y AEMARK. Da testimonio del esfuerzo de la comunidad académica por poner en común y debatir los trabajos de investigación que se realizan en el área de Comercialización e Investigación de Mercados. En la obra en papel se presenta un resumen de cada trabajo cuyo texto íntegro podrá ser consultado en soporte digital que acompaña al libro. Para esta XXII edición del Congreso Nacional de Marketing se han enviado 156 ponencias y trabajos en curso, distribuidos en 17 áreas temáticas. Finalizado el proceso de evaluación, se han aceptado ...
A Rádio Musical no Panorama Ibérico
A rádio musical não só foi a primeira aposta do mundo hertziano, dado o modelo de programação temática, como também rapidamente se tornou no principal chamariz para atrair os jovens à sua emissão. Durante anos, e até à chegada da Internet, a seleção e prescrição de canções populares a cargo dos disc jockeys da FM ajudou na criação de um hábito de escuta que garantiu a influência e relevância da indústria radiofónica por todo o mundo. O livro de Rita Curvelo descreve o segredo do seu sucesso, as adaptações necessárias à linguagem, personalidade e eficácia publicitária da rádio musical para uma especialização em Portugal e Espanha, e ajuda a compreender o seu papel imprescindível na construção de uma audiência crítica frente à eclosão das plataformas automatizadas de música em streaming, carentes, no entanto, do valor humano e do potencial comunitário e emocional da rádio.
Handbook of Research on Born Globals
'The immense literature on born globals contains a cottage industry of research that includes many different definitions, operationalizations and conclusions. It is time to reflect on what insights we have gained. The editors have really succeeded in putting a highly needed great Handbook together that presents this at its best. It will stimulate further research. It is an appealing, useful and well crafted end product.' – Torben Pedersen, Copenhagen Business School, Denmark This impressive Handbook provides a dynamic perspective on the development of successful born global firms, including evolutionary phases and pathways of growth, emergence of entire born global industries, role of foun...
Orientalism in Early Modern France
Francis I's ties with the Ottoman Empire marked the birth of court-sponsored Orientalism in France. Under Louis XIV, French society was transformed by cross-cultural contacts with the Ottomans, India, Persia, China, Siam and the Americas. The consumption of silk, cotton cloth, spices, coffee, tea, china, gems, flowers and other luxury goods transformed daily life and gave rise to a new discourse about the 'Orient' which in turn shaped ideas about economy and politics, specifically absolutism and the monarchy. An original account of the ancient regime, this book highlights France's use of the exotic and analyzes French discourse about Islam and the 'Orient'.
