Social media marketing strategy: concepts and steps to form connections

The emergence of social media has led many companies to adopt them as marketing channels. Yet these media are novel enough that many marketers are still unsure as to how to plan an effective social media marketing strategy, actually oriented towards engaging prospects. In this article, we discuss how to shape a social media strategy. To do so, we show the key concepts and steps involved in the planning process of this type of digital marketing strategy, and how to measure their impact immediately.

Justifying Institutional Investment in OER Development : OERs as Marketing Vehicle

The higher education sector has become increasingly competitive and prospective students are adopting a consumerist approach to institution and programme choice. In response, higher education marketing has become more complex, market-oriented and business-like. Financial sustainability of open education resource (OER) projects is a widespread concern. This paper explores the extent to which a classical product placement framework can be applied to OERs to justify institutional funding in OER projects as a marketing investment. It is argued that OERs designed on this premise can increase cognitive, affective and conative brand outcomes while providing the traditional educational and societal benefits associated with OERs. A series of propositions are presented that may form the basis of a future research agenda.

The Phenomenon of international new ventures, global start-ups, and born-globals: what do we know after a decade (1993-2002) of exhaustive scientific inquiry?

In this paper, 27 studies from the last decade which deal more or less explicitly with the International New Venture, global start-up or born-global phenomenon are first identified, and then fully examined and critically assessed as a basis for obtaining an adequate view of the state-of-the-art of this increasingly important research avenue in the field of International Entrepreneurship (IE). The methodology used for this synthetic review allow us to analyze a number of recent, purposefully-chosen studies that are systematically compared along the following criteria: 1) main objective and type of research; 2) theoretical framework/s of reference, 3) methodological issues, and 4) main findings and/or conclusions. As a result of this literature review, a critical assessment follows in which the most relevant benefits and contributions as well as potential drawbacks, limitations or major discrepancies in the research activities conducted so far are discussed. Finally, some suggestions and implications are provided in the form of future research directions.

Ecological sustainability and urban form

One controversial idea present in the debate on urban sustainability is that urban sprawl is an ecological stressing problem. We have tested this popular assumption by measuring the ecological footprint of commuting and housing of the 163 municipalities of the Barcelona Metropolitan Region and by relating the estimated values with residential density and accessibility, the fundamental determinant of residential density according to the Monocentric City Model.

Factores de marketing que determinan el rendimiento internacional de las empresas exportadoras españolas: enfoque sobre las empresas born-global

El estudio de las nuevas empresas se ha convertido en una parte importante de la literatura sobre la creación de empresas internacionales y dentro de este campo las empresas que empiezan la actividad internacional a poco tiempo después de su creación, nombradas empresas born-global, en adelante BG*, empiezan a despertar el interés de los investigadores. En España, hasta la fecha el número de estudios, que han investigado las empresas BG, es limitado. El objetivo de la investigación es contribuir a explicar los factores claves, principalmente de marketing, que influyen sobre el rendimiento internacional de las empresas BG españolas y las empresas exportadoras tradicionales. En base a una revisión de la literatura específica, se desarrolla un modelo para explicar los factores determinantes del rendimiento internacional de este tipo de empresas, que es comprobado en una muestra de 29 empresas BG y 26 empresas exportadoras tradicionales. Los resultados demuestran que el modelo es significativo, los factores propuestos influyen sobre el rendimiento internacional de estas empresas. Sin embargo, sólo uno de los factores propuestos, la calidad del producto, es el factor clave que más determina el rendimiento internacional de las empresas BG, y para las empresas exportadoras tradicionales es otro factor distinto, la diferenciación del producto, lo que más determina el rendimiento internacional. Conclusiones y limitaciones del estudio son presentadas junto con indicaciones para futuras investigaciones.

Between specialization and globalization. The marketing of agrarian products and its environmental impacts seen from a historical perspective: the province of Barcelona in the mid-nineteenth century

Ecological economics has five good reasons to consider that economic globalisation, spurred by commercial and financial fluxes, to be one of the main driving forces responsible for causing environmental degradation to our planet. The first, is the energy consumption and the socio-environmental impacts which long-distance haulage entails. The second, is the ever-increasing flow of goods to far-away destinations which renders their recycling practically impossible. This is particularly significant, because it prevents the metabolic lock of the nutrients present in food and other agrarian products from taking place. The third, is that the high degree of specialization attained in agriculture, forestry, cattle, mining and industry in each region, generates deleterious effects not only on the eco-landscape structure of the uses of the soil, but on the capability to provide habitat and environmental functions to maintain biodiversity as well

Strongly non-degenerate Lie algebras

Let A be a semiprime 2 and 3-torsion free non-commutative associative algebra. We show that the Lie algebra Der(A) of(associative) derivations of A is strongly non-degenerate, which is a strong form of semiprimeness for Lie algebras, under some additional restrictions on the center of A. This result follows from a description of the quadratic annihilator of a general Lie algebra inside appropriate Lie overalgebras. Similar results are obtained for an associative algebra A with involution and the Lie algebra SDer(A) of involution preserving derivations of A

Polysemy and Olympic audiences: lessons for sport marketing

Paper presented at the 2000 seminar of the International Chair in Olympism. Key topics of the seminar included references to the multiple narratives, embedded genres and layered symbols that are possible in an Olympic context.

New technologies in marketing: the special case of Buzz Marketing

Cada dia és més difícil convèncer al consumidor de que compri els productes d’una determinada empresa o contracti els seus serveis simplement amb la publicitat convencional. Això ha provocat l’aparició de noves tècniques per publicitar i arribar de manera mes eficient al públic objectiu. Buzz Marketing és un nou terme provinent de l’anglès i la seva traducció vindria a ser “marketing mitjançant el rumor o de tafaneria”. Hi ha noms similars com el Boca-Orella o la predicació.

Brown representability follows from Rosicky

We prove that the dual of a well generated triangulated category satisfies Brown representability, as long as there is a combinatorial model. This settles the major open problem in [13]. We also prove that Brown representability holds for non-dualized well generated categories, but that only amounts to the fourth known proof of the fact. The proof depends crucially on a new result of Rosicky [14].

El marketing experiencial en espais i botigues de Barcelona

Des de la perspectiva del brand management, el present treball pretén demostrar que una incoherent aplicació del marketing experiencial en entorns espacials pot contribuir a malmetre la construcció de la marca. Per corroborar la hipòtesi, el treball consta d’una una part teòrica, on s’aborda des de la marca fins al marketing experiencial, i una part pràctica en què s’exposa l’anàlisi de cinc entorns espacials de la ciutat de Barcelona: Nespresso, IceBarcelona, Pans&Company, Sephora i Starbucks Coffee.

El e-mail marketing como herramienta de comunicación de OLR Software SL

El present treball compta amb dues parts. La primera es una recopilació sobre temes relacionats amb el correu electrònic i el seu ús: la seva història; els elements que el composen; serveis i programes que ofereix, l´ús d’aquesta eina; l’importància d´aquest dins del e-marketing; la seva efectivitat com a eina de marketing; atributs que se li assignen; les seves principals aplicacions; legislació que el regula; i altres dades que poden ser de gran utilitat a l´hora de fer una tramesa de correu electrònic. La segona part d´aquest treball conté una investigació quantitativa sobre alguns elements o variables que poden influir en l´efectivitat final de la tramesa massiva de correus electrònics realitzada per una empresa amb finalitat comercial.

Adaptación del CSS al marketing político

Resum El present treball és un estudi sobre l’adaptació de la coneguda tècnica de marketing dels Estudis de Satisfacció de Clients -Costumers Satisfaction Survey (CSS)- al marketing polític. En ell es desenvolupa el concepte estratègic de client així com la importància d’una bona gestió de la cartera de clients en l’empresa. Fent un compendi dels atributs més rellevants dels CSS, s’estableix un paral•lelisme entre empresa i administració per extrapolar-ne els CSS i obtenir els Estudis de Satisfacció Ciutadana –Citizen Survey Satisfaction (CzSS). Finalment, s’estudia la utilitat dels CzSS, i la seva aplicació al marketing polític, plantejant-ne un cas pràctic amb el disseny d’una enginyeria de CzSS pel Perú.

El marketing de valores

El present treball pretén aportar una definició del “màrqueting de valors” distingint-lo d'altres tipus de màrqueting que es podrien prestar a confusió: el màrqueting comercial, el màrqueting social, el màrqueting amb causa, i el màrqueting no lucratiu. Posteriorment ens endinsem en la filosofia postmoderna amb els corrents relativistas i nihilistas sobre la pèrdua dels valors tradicionals per a demostrar que, encara remanent en la nostra societat les visió del relativisme moral, no significa que hagi un relativisme ètic, legitimant així la nomenclatura de “màrqueting de valors”. En un segon capítol, s'analitzen vuit casos de projectes reals en països en vies de desenvolupament com exemples de màrqueting de valors. Acarem la viabilitat de la nostra proposta de definició de màrqueting de valors amb cadascun dels exemples, arribant a la conclusió que la definició és viable i defineix un tipus de màrqueting particular.

Spermatogenesis of the Spider Crab Maja brachydactyla (Decapoda: Brachyura)

This study describes spermatogenesis in a majid crab (Maja brachydactyla) using electron microscopy and reports the origin of the different organelles present in the spermatozoa. Spermatogenesis in M. brachydactyla follows the general pattern observed in other brachyuran species but with several peculiarities. Annulate lamellae have been reported in brachyuran spermatogenesis during the diplotene stage of first spermatocytes, the early and mid-spermatids. Unlike previous observations, a Golgi complex has been found in midspermatids and is involved in the development of the acrosome. The Golgi complex produces two types of vesicles: light vesicles and electron-dense vesicles. The light vesicles merge into the cytoplasm, giving rise to the proacrosomal vesicle. The electron-dense vesicles are implicated in the formation of an electron-dense granule, which later merges with the proacrosomal vesicle. In the late spermatid, the endoplasmic reticulum and the Golgi complex degenerate and form the structures–organelles complex found in the spermatozoa. At the end of spermatogenesis, the materials in the proacrosomal vesicle aggregate in a two-step process, forming the characteristic concentric three-layered structure of the spermatozoon acrosome. The newly formed spermatozoa from testis show the typical brachyuran morphology.