“La recesión no acabará hasta que levantemos una generación que sepa vivir con lo que tienen”-Anónimo

Dice Francisco Comín que la crisis de 2007,  que nació en Estados Unidos,  fue una crisis de parecida importancia a la del 1929. La actual crisis también es considerada como  la segunda gran depresión tras la del 29. Comín atribuye a varias causas el origen de la actual crisis: la sobre-producción industrial por la mejora en productividad en países desarrollados, la deslocalización de empresas  que se van a países emergentes, como Brasil, China, Malasia, India, etc., en busca de mano de obra barata. Otra de las causas es el aumento de desempleo y reducción de salarios en países desarrollados y por última causa la inversión en proceso desde 1992. Es decir, ahora los países emergentes exportan capital y prestan dinero a los desarrollados con los capitales obtenidos de sus exportaciones.Read More »

“Grandes errores en la historia de los negocios. Premier, el cigarro sin humo”-Mihai Balescu

Carmen Mihu destaca, a partir de los datos de un estudio online realizado por 500 jóvenes entre 18 y 55 años, que “disfrazadas o directas, con historias bonitas, originales, divertidas, con canciones memorables, los anuncios intentan varias combinaciones en las publicidades que aparecen en la televisión, con la intención de entrar en la mente de los consumidores”. Día a día las agencias de publicidad y los departamentos de marketing buscan la fórmula mágica para una publicidad perfecta, la cual sorprenda a través de la creatividad, intentando descubrir qué es lo que aprecia el consumidor en una publicidad, qué elementos determinan la adquisición y qué tan importante es la frecuencia de su difusión.

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Marketing Mix and Strategies

As it affirms the blog “pixel creativo”, the discipline of marketing has its aim on maintaining the clients of an specific product or service by satisfying their necessities, and that is why it is continuously analyzing the market and consumers’ behavior. During 1950, the professor Neil Bourden from, the business school of Harvard, redefined the position of the Marketing boss, developing what it is called “Marketing Mix”, with the aim of concreting determined objectives and establishing closer relation with clients. Read More »

What’s that of Integrated Marketing Communication?

The American Marketing Association defines Integrated Marketing Communications (IMC) as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time”. In other words, so as to be understood by every reader, it means integrating all the promotional tools, so that they work together in harmony. Integrated Marketing Communication (IMC) appeared for the first time at the end of the 20th century as a consequence of practitioner activities during the last decade. 

“Consistency is key in making sure that consumers understand your marketing message which leads to a great result and return on your investment. The Integrated marketing helps by optimizing the spend whether online or offline and putting the right number of dollars towards the most effective approach”(L. Lake, n.d.)

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Philip Kotler´s ten points in marketing: the continuous process

The environment in which marketing proposals takes place, is continuously changing, and proposals such as the Philip Kotler one has become one of the most recognized in the marketing world. This “acknowledged as the father of modern marketing“ (Bose, 2010) afirmed statements such as the followings (Kotler, 2010), that turned to be at first polemic among the marketing world. That is why every moment is becoming more interesting and necessary a theoretical analysis of the main proposals by the moment, and that is exactly what it is going to be found in the next paragraphs

Our job is to wake up the customers. If we become predictable, that’s not waking them up…The best advertising is done by satisfied customers…Today you have to run faster to stay in place. (Kotler, 2010)

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The History of Content Marketing

In September, the Content Marketing Insitute released a new documentary explaining the story of the Content Marketing. As it is explained in it, since the very beginning of the history, the human being has been inventing different stories and tales in order to attract the attention of the ones surrounding them. The same happened with the brands and the business persons, who created different narrations so as to attract and retain customers. 

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