Deleuze, lector de Spinoza. Del problema de la expresión a la filosofía práctica

[spa]El objetivo de este artículo es presentar la interpretación deleuziana de la filosofía de Spinoza como una vía posible para la crítica del primer proyecto moderno. Para ello partimos de la premisa de que la expresión es un problema insoluble para el cartesianismo, y que el spinozismo intentó explorar este asunto para mostrar la naturaleza paradójica de este concepto. El estudio se centra en dos obras de Deleuze: Spinoza y el problema de la expresión y Spinoza: filosofía práctica.

Marketing of Lappeenranta University of Technology energy auditing services

The objective of this study was to find out how LUT Energy should start marketing its energy audit services, what would be the optimal pricing policy for its services and how LUT Energy could manage customer expectations towards quality of its auditing services. In order to answer these questions, a quantitative survey questionnaire was sent by e-mail to 56 companies from the regions of South Karelia and Kymenlaakso. The empirical data of the study was the answers and opinions of the companies, previous researches about energy efficiency and articles and presentations about the current situation in the energy efficiency market. The results of the study were that there is a great potential for energy audit services and also the legislation requires companies to improve their energy efficiency. To start marketing its services, LUT Energy should first clarify its service concept and divide its service offering into two offers. It should also clarify the marketing message it wants to send its customers and then do the marketing with the help of three-way-model. The best pricing policy for the service would be that the price is proportioned to the future savings. In order to ensure the quality of its services, LUT Energy has to make sure that both dimensions of the quality are managed properly and to fade out customer expectations towards the quality the auditing work has to be monitored.

Customer reference marketing in a business to business context

This study focuses on the phenomenon of customer reference marketing in a business tobusiness (B to B) context. Although customer references are generally considered an important marketing and sales tool, the academic literature has paid surprisingly little attention to the phenomenon. The study suggests that customer references could be viewed as important marketing assets for industrial suppliers, and the ability to build, manage and leverage customer reference portfolios systematically constitutes a relevant marketing capability. The role of customer references is examined in the context of the industrial suppliers' shift towards a solution and project orientation and in the light of the on going changes in the project business. Suppliers in several industry sectors are undergoing a change from traditional equipment manufacturing towards project and solution oriented business. It is argued in this thesis that the high complexity, the project oriented nature and the intangible service elements that characterise many contemporary B to B offerings further increase the role of customer references. The study proposes three mechanisms of customer reference marketing: status transfer, validation through testimonials and the demonstration of experience and prior performance. The study was conducted in the context of Finnish B to B process technology and information technology companies. The empirical data comprises 38 interviews with managers of four case companies, 165 customer reference descriptions gathered from six case companies' Web sites, as well as company internal material. The findings from the case studies show that customer references have various external and internal functions that contribute to the growth and performance of B to B firms. Externally, customer references bring status transfer effects from reputable customers, concretise and demonstrate complex solutions, and provide indirect evidence of experience, previous performance, technological functionality and delivered customer value. They can also be leveraged internally to facilitate organisational learning and training, advance offering development, and motivate personnel. Major reference projects create new business opportunities and can be used as a vehicle for strategic change. The findings of the study shed light on the on going changing orientations in the project business environment, increase understanding of the variety of ways in which customer references can be deployed as marketing assets, and provide a framework of the relevant tasks and activities related to building, managing and leveraging a firm's customer reference portfolio. The findings contribute to the industrial marketing research, to the literature on marketing assets and capabilities and to the literature on projects and solutions. The proposed functions and mechanisms of customer reference marketing bring a more thorough and structured understanding about the essence and characteristics of the phenomenon and give a wide ranging view of the role of customer references as marketing assets for B to B firms. The study suggests several managerial implications for industrial suppliers in order to systematise customer reference marketing efforts.

Branding and Marketing Communications of Lifestyle Prescription Drugs in a Strict Legislative Environment

This thesis discusses the different possibilities to brand and promote a patented prescription lifestyle drug through different marketing communications practices. This thesis aims in explaining how branding procedures can be built in circumstances, where the legislative environment is strickt and furthermore, the environment consists of both B-to-B and B-to-C market characteristics simultaneously.

Special issue on evolving the e-marketing mindset towards the social web model - Editorial Part 2

In the previous issue of IJEMR, we introduced the general framework and the main ideas justifying this special editorial project. To avoid repetition of the background themes to the current issue, the reader should consult the previous edition. Here, we present the second part of contributions selected for publication.

Special issue on evolving the e-marketing mindset towards the social web model - Editorial Part 1

Con este proyecto editorial nuestro objetivo es promover un campo de investigación clave en la comercialización de hoy, es decir, la evolución de la mentalidad e-marketing hacia el nuevo modelo de web social.

Measuring Brand Equity and Analyzing Its Relationship with Key Marketing Mix Elements

The aim of this paper is to analyze the effect of price and advertising on brand equity. The dimensionality of brand equity is thoroughly examined, and the effect price, price deals, perceived advertising spending and advertising appeal have on the dimensions of brand equity are analyzed using multiple regression analysis as well as other supporting analyses. Price and advertising are found to be of great importance to brand equity. Arguably the most influential finding is the strong positive effect low prices – an integral brand element – have on the case company brand equity, even though a negative effect was hypothesized based on prior research. The results also support separating advertising appeal from perceived advertising spending, as well as linking service quality as part of the overall perceived quality in the context of service-intensive firms.

Developing a Comprehensive Model for Marketing Planning — Combining the Major Approaches

Mix marketing and relationships marketing are two major approaches that often form a basis for organizational marketing planning. The superiority of these approaches has been debated for long without any rational conclusion. Lately there have been studies indicating that both of the major approaches are many times used side by side in marketing planning. There have been also studies suggesting that even combining the mix marketing and relationship marketing approaches might be possible. The aim of this thesis is to provide knowledge about the usage of mix marketing and relationship marketing approaches in organizations and possibilities in combining the approaches. Also a settlement of strengths, weaknesses and risks of combining is intended to provide. The objectives were met through the literature and a case study research. In the case study, interviews were conducted in order to gain a deeper knowledge about marketing planning in various organizations. Based on this study, the combining of the major marketing approaches will be possible and even recommended when keeping in mind few aspects which might cause some troubles in the combining process.

Solution marketing characteristics and practices

The first objective of this master's thesis is to find out how the concepts solution and solution marketing are defined in the literature. In order to do so, solution marketing literature is reviewed widely. Another target is to identify the characteristics of solution marketing and to explain how solution marketing can be carried out. The final objective is to determine how well the described solution marketing practices are executed in the target company, and this will be studied with a survey. A solution can be described as a co-created and customized combination of products and services. Solution marketing aims at developing and anticipating customer's business needs and it involves close collaboration between customer and supplier. Solution marketing communication is targeted to a specific audience. It entails deep customer intimacy and is focused on understanding customer's business problem. Solution marketing also requires close collaboration between sales and marketing as well as customer focused mindset. Solution marketing can be executed by promoting thought leadership, presenting solution offering, creating close customer relationships and treating customers as individuals. Solution provider's whole organization must engage customer focus.

Los usos políticos del cuerpo: los dos cuerpos del rey en la filosofía política de Francis Bacon

Como figure destacada en el complejo escenario político de la transición entre la dinastía Tudor y la dinastía Estuardo de Inglaterra, Francis Bacon (1561-1626) adoptó la teoría de los dos cuerpos del rey en sus textos políticos y jurídicos. Su uso de esta teoría tiene una estrecha conexión con conceptos centrales de su filosofía natural que testimonia la profunda conexión que Bacon encuentra entre la política y la naturaleza. En este trabajo, analizaré su utilización de la teoría medieval de los dos cuerpos del rey y la vinculación que esta tiene con el resto de la filosofía baconiana. Tomaré como eje para el análisis su discurso sobre la naturalización de los escoceses nacidos después de la subida al trono de James I, donde Bacon trata el concepto de los dos cuerpos del rey con más profundidad.

Explicación causal y holismo de trasfondo en la filosofía natural de Aristóteles

El presente trabajo ofrece una reconstrucción del modo en el que Aristóteles concibe la explicación causal en su filosofía natural, tomando como punto de partida la conexión sistemática entre la teoría de la causalidad, por un lado, y la tesis de la composición hylemórfica y la teoría de los principos del cambio, por el otro. Sobre esta base, se ofrece una caracterización del modelo aristotélico de causalidad, con arreglo a algunas de sus principales marcas distintivas. Por último, se considera diversos aspectos y problemas que plantea dicho modelo, en conexión con la teoría aristotélica de la continuidad. En especial, se atiende a los problemas vinculados con la peculiar función causal que desempeña el entorno en el marco de la concepción aristotélica, la cual puede ser caracterizada, desde este particular punto de vista, como una forma determinada de holismo de trasfondo.

Filosofía y poesía en sentido postrágico: Ortega, Heidegger y Adorno

Frente al positivismo racionalista, que sólo cree en el poder de la razón filosófica y que considera que el mundo es esencialmente racional y justo, y frente al tragicismo, que sostiene que la realidad carece de sentido y orden, y que por tanto sólo la poesía puede comprenderla, la actitud postrágica de Ortega, Heidegger y Adorno, afirma que sólo en la tensión entre filosofía y poesía puede salvarse el ser humano, porque sólo esa colaboración y diálogo le permite acceder al ser.

Dos parientes dentro de la familia semanticista en la filosofía de la ciencia

Este artigo se inicia com a declaração de Díez e Moulines, segundo a qual é preferível dizer ‘família semanticista’ e não ‘concepção semanticista’, desde que, entretanto, os membros dessa família partilhem uma estratégia modal de apresentação e análise das teorias e, claro, de problemas metafóricos ligados a eles, ainda, entre eles não deve haver qualquer unanimidade em relação à natureza dos modelos. O estruturalismo, por exemplo, pensa os modelos como estruturas de conjunto teórico (ordenada por múltiplo), enquanto para van Fraassen elas são ‘pontos’ ou ‘trajetórias em fase de espaço’. Assim, o objetivo do presente trabalho consiste em pesquisar como é considerada a noção de modelo nesses dois membros da família semanticista, a despeito de sua relação em sua formulação inicial

LEIBNIZ Y LA FILOSOFÍA DE LA RELIGIÓN EN NISHIDA KITARÔ

ABSTRACT This paper is an analysis of the manner Nishida Kitarô (1870-1945), in the process of construction of his own philosophy of religion, enters into dialogue with Leibniz's thought concerning Pre-established Harmony. Although the philosophy of religion is an important theme and Nishida goes back to Leibniz at some points in his textual career, there are relatively few studies that touch on the relationship between these two thinkers. I study Nishida's approach under three headings. The first section concerns ten main aspects of the world of pre-established harmony. The second tries to show the manner in which such a world becomes a guide towards a philosophy of religion, placing the emphasis on three characteristically Christian aspects: a created, fallen, and Trinitarian world. The third section includes some elements such as the entrance into religion, metanoia, satori and a comparison between Christian agape and Buddhist maha-kruna. These are themes on which Nishida elaborates in his 1945 masterpiece, The Logic of Basho and a Religious Worldview.