Social Media Marketing como herramienta del mix de comunicación

[ES]El presente TFG plantea un análisis de la utilización de las redes sociales dentro de la estrategia de comunicación de las organizaciones empresariales. Para ello, se estudia el contexto comunicacional actual, caracterizado por la fragmentación y dispersión de las audiencias, la saturación, la pérdida de la eficacia de la publicidad tradicional, los nuevos hábitos de consumo de medios y la explosión de la conectividad, y el papel de las distintas herramientas de comunicación en entornos digitales: página web, blog corporativo, email marketing, gestión multimedia, mobile marketing, E-commerce y Social Media Marketing. En este contexto y por su relevancia, nos centramos en el estudio de las estrategias de Social Media Marketing. Para ello abordamos las ventajas e inconvenientes de la utilización de redes sociales, cómo efectuar la planificación de la comunicación en redes sociales (objetivos, público, contenidos, plataformas, plan de acción e indicadores), y las nuevas profesiones ligadas a su gestión. Un aspecto relevante que también se analiza es la gestión de la reputación online y las implicaciones que el uso de redes sociales tiene sobre ella, así como los protocolos de actuación ante posibles crisis derivadas de la presencia en estos canales. En las redes sociales se encuentran prácticamente todos los stakeholders de las empresas/marcas, fuente de información continua para mejorar sus negocios. Su utilización, dentro de una comunicación integral de marketing, permite fortalecer la imagen corporativa y lograr un posicionamiento claro y a largo plazo.

Algorithms for colour image processing based on neurological models

373 p. : il., gráf., fot., tablas

From words to images and then to one image: the poster in Spielberg' s translations of literary works

Eterio Pajares, Raquel Merino y José Miguel Santamaría (eds.)

Contributions to unsupervised and supervised learning with applications in digital image processing

311 p. : il.

Image-based delineation and classification of built heritage masonry

[EN]Fundación Zain is developing new built heritage assessment protocols. The goal is to objectivize and standardize the analysis and decision process that leads to determining the degree of protection of built heritage in the Basque Country. The ultimate step in this objectivization and standardization effort will be the development of an information and communication technology (ICT) tool for the assessment of built heritage. This paper presents the ground work carried out to make this tool possible: the automatic, image-based delineation of stone masonry. This is a necessary first step in the development of the tool, as the built heritage that will be assessed consists of stone masonry construction, and many of the features analyzed can be characterized according to the geometry and arrangement of the stones. Much of the assessment is carried out through visual inspection. Thus, this process will be automated by applying image processing on digital images of the elements under inspection. The principal contribution of this paper is the automatic delineation the framework proposed. The other contribution is the performance evaluation of this delineation as the input to a classifier for a geometrically characterized feature of a built heritage object. The element chosen to perform this evaluation is the stone arrangement of masonry walls. The validity of the proposed framework is assessed on real images of masonry walls.

Prevalence and magnitude of body weight and image dissatisfaction among women in dietetics majors

[EN] Some authors have suggested that body weight dissatisfaction may be high in students majoring in dietetics. Therefore, this study was conducted to examine the extent of body weight and image dissatisfaction in a sample of women in dietetics major. Additionally, predictors of magnitude of body weight dissatisfaction were analyzed. Participants were 62 volunteers with normalweight whose mean age was 21.87±1.89 years old (nonrandom sample). The assessment instruments included anthropometric measurements, a somatomorphic matrix test and an eating disorders inventory (EDI-2). Data were analyzed using SPSS vs. 15.0. A larger proportion of students chose an ideal body weight lower than actual weight (67.7%) and body image with less body fat and more muscle mass than actual values (56.4%). The magnitude of body weight dissatisfaction was associated with muscle mass and body fat dissatisfaction, and with the subscale of EDI-2 “body dissatisfaction”. So, from a public health standpoint, we consider important to continue working in this line of research with the aim of better understanding the extent of body weight dissatisfaction in women dietitians, and how this dissatisfaction could interfere with their professional practice.

Body image and body composition: comparisons of young male elite soccer players and controls

[EN] The purpose of this study was to evaluate body composition and body image (perception and satisfaction) in a group of young elite soccer players and to compare the data with those of a control group (age and BMI matched). Participants were 56 volunteer males whose mean age and BMI were 19.6 (SD 1.3) years and 23.3 (SD 1.1) kg/m2, respectively. Results showed that soccer players have a higher lean mass and lower fat mass than controls. Moreover, body perception (difference between current and actual image) was more accurate in controls than in soccer players, and the results suggest a tendency for soccer players to aspire to have more muscle mass and body fat. Soccer players perceived an ideal image with significantly higher body-fat percentage than their current and actual images. There were no body-dissatisfaction differences between groups, however. Although the results are necessarily limited by the small sample size, the findings should be of interest to coaches of young elite soccer teams.

El fraude empresarial: perspectiva internacional

Este trabajo analiza el fraude empresarial desde una perspectiva internacional. En los últimos años, ha estado muy presente en casos como el de Enron, WorldCom, Royal Ahold o PARMALAT, en los que se ven afectados la propia empresa, los trabajadores, el gobierno y, especialmente, los inversores, con pérdidas que pueden alcanzar millones de dólares. El fraude también afecta a la imagen de las empresas y en la motivación de los trabajadores, y además a menudo es causa de denuncias y penas de prisión. En función del tamaño de la empresa y del sector, la frecuencia con la que se cometen los actos fraudulentos y las pérdidas causadas varían. Asimismo, estos fraudes afectan a todas las regiones del mundo, aunque de manera desigual. Pero es en aquellas regiones más desarrolladas donde se le presta más atención al tema, y donde se han tomado numerosas medidas para intentar impedir estos actos ilícitos. Algunas de las más importantes son las propuestas por las Naciones Unidas: El Pacto Mundial y la Convención contra la Corrupción. También cabe destacar la Oficina Europea de Lucha Contra el Fraude, a nivel europeo, o la Foreign Corrupt Practices Act y la Ley Sarbanes-Oxley, en Estados Unidos. A pesar de estas medidas, en los últimos años el nivel de fraude ha aumentado.

Identidad, imagen y reputación de la empresa: integración de propuestas teóricas para una gestión exitosa

[ES] El nuevo paradigma propuesto por el marketing corporativo identifica la gestión de la identidad, imagen y reputación de la empresa como elementos esenciales para la supervivencia y el éxito empresarial. Consecuentemente, la comprensión clara de estos tres conceptos es el primer requisito básico para las empresas interesadas en gestionar sus negocios en línea con las tendencias de marketing más actuales. No obstante, la proliferación de enfoques académicos en el estudio de la identidad, imagen y reputación dificulta la creación de un conocimiento integral en este particular. En el presente trabajo se propone una revisión teórica, integrando diversas perspectivas académicas, para comprender mejor los conceptos y las dimensiones de la identidad, imagen y reputación de la empresa. Dicha revisión de literatura facilita la mejor comprensión y gestión de estas tres vertientes del marketing corporativo tanto en el ámbito académico como profesional.

Brand image and lexicographic analysis: an application to shopping malls

[EN] The concept of image in its different aspects is very important in today s society as well as in the business management field. Some authors reports that most of the studies that measure image do not take into account neither previous theoretical and conceptual models nor other possible empirical evidence alternatives. Given this need, a research regarding the concept of brand image applied to shopping malls was conducted based on the conceptual model of the consumer cognitive response in order to empirically explore and contrast it. For this reason, a survey was applied to 420 consumers in five shopping malls in Bogotá, achieving a database of 3.749 cases. The results show attribute-shopping mall associations expressed in unique, differentiated, and notorious vocabulary obtained applying lexicometric and multivariate analysis techniques. Attribute-shopping mall associations such as spacious , good location , good variety of stores , and the existence of movie theaters . Finally, this research aims to potentially improve the management of shopping malls and increase their attractiveness and customer loyalty by applying the development of service quality systems, integral communication, segmentation, and positioning.

Modular Multimodal Iron Oxide-Based Nanocarriers for Image-Guided dsRNA Immunostimulation and Platinum Anticancer Drug Design

237 p.

The Spanish corporate structure through interlocking directorates

[EN] The aim of this paper is to determine to what extent globalization pressures are changing interlocking directorate networks modeled on continental capitalism into Anglo-Saxon models. For this purpose we analyse the Spanish network of interlocks, comparing the present structure (2012) with that of 1993 and 2006. We show how, although Spanish corporative structure continues to display characteristics of the continental economies, some major banks are significantly reducing industrial activity. Nevertheless, the financial organizations continue to maintain a close relationship with sectors such as construction and services. The analysis of the network of directorates shows a retreat in activity of industrial banking in Spain. Two large Spanish financial institutions, BSCH and La Caixa, continue to undertake activities of industrial banking in 2006, but this activity is significantly reduced in 2012. According to the theories on the role of the interlocking directorates, the companies in these sectors assure their access to banking credit by incorporating advisors from financial organizations to their board of directors. We cannot conclude that the structure of the Spanish corporate network has become a new case of Anglo-Saxon structure, but we got indications that are becoming less hierarchic as banks seem to slowly abandon centrality positions. This is especially salient if we compare the networks of 2006 and 2012, which show a continuing decrease of the role of banks and insurance companies in the network.

Marketing y Responsabilidad Social: Análisis teórico y estudio de casos de empresas adheridas al Pacto Mundial de las Naciones Unidas

[ES]En este trabajo se ha realizado un estudio de la responsabilidad social empresarial y su relación con el marketing. Más concretamente, se ha estudiado cómo influye ésta en la imagen y la reputación de la empresa, como influye en la relación con los clientes y la importancia de su comunicación. Posteriormente se han analizado 10 empresas pertenecientes al Pacto Mundial de las Naciones Unidas mediante la observación y análisis de sus páginas web. Con ello pretendíamos detectar si comunicaban o no sus esfuerzos de RSE en la web, como soporte que hoy por hoy es básico en la comunicación de cualquier empresa. También queríamos detectar cual era su grado de implicación en la materia, que cuestiones predominaban y que tipo de iniciativas desarrollaban en mayor medida. Los resultados obtenidos en cuanto a la comunicación han sido los esperados, todas las empresas presentaban información sobre RSE en sus páginas web, lo que muestra su interés porque los clientes y otros potenciales targets (inversores, empleados, sociedad en general, etc.) conozcan su compromiso con la RSE. Los ámbitos sobre los que predomina la información han sido las políticas medioambientales y la acción social. Para terminar, resaltar que dentro de los grupos de interés destaca la relación con los proveedores y empleados.

Image-Based Delineation and Classification of Built Heritage Masonry

Fundacion Zain is developing new built heritage assessment protocols. The goal is to objectivize and standardize the analysis and decision process that leads to determining the degree of protection of built heritage in the Basque Country. The ultimate step in this objectivization and standardization effort will be the development of an information and communication technology (ICT) tool for the assessment of built heritage. This paper presents the ground work carried out to make this tool possible: the automatic, image-based delineation of stone masonry. This is a necessary first step in the development of the tool, as the built heritage that will be assessed consists of stone masonry construction, and many of the features analyzed can be characterized according to the geometry and arrangement of the stones. Much of the assessment is carried out through visual inspection. Thus, this process will be automated by applying image processing on digital images of the elements under inspection. The principal contribution of this paper is the automatic delineation the framework proposed. The other contribution is the performance evaluation of this delineation as the input to a classifier for a geometrically characterized feature of a built heritage object. The element chosen to perform this evaluation is the stone arrangement of masonry walls. The validity of the proposed framework is assessed on real images of masonry walls.

One-dimensional potential for image-potential states on graphene

In the framework of dielectric theory, the static non-local self-energy of an electron near an ultra-thin polarizable layer has been calculated and applied to study binding energies of image-potential states near free-standing graphene. The corresponding series of eigenvalues and eigenfunctions have been obtained by numerically solving the one-dimensional Schrodinger equation. The imagepotential state wave functions accumulate most of their probability outside the slab. We find that the random phase approximation (RPA) for the nonlocal dielectric function yields a superior description for the potential inside the slab, but a simple Fermi-Thomas theory can be used to get a reasonable quasi-analytical approximation to the full RPA result that can be computed very economically. Binding energies of the image-potential states follow a pattern close to the Rydberg series for a perfect metal with the addition of intermediate states due to the added symmetry of the potential. The formalism only requires a minimal set of free parameters: the slab width and the electronic density. The theoretical calculations are compared with experimental results for the work function and image-potential states obtained by two-photon photoemission.