La Ciudad como producto: aproximación a las estrategias de marketing del sector empresarial aplicadas en la gestión de la ciudad. La marca ciudad. el modelo de construcción de la marca ciudad en Sant Cugat

Los cambios socieoeconómicos acaecidos a partir de la segunda mitad del siglo XX, marcan el inicio de una nueva forma de gestionar las ciudades. Ahora, los territorios pasan a formar parte de un nuevo mercado donde entran en competencia con otras ciudades para captar nuevas inversiones y atraer turismo. El ciudadano pasa de ser administrado a ser cliente, que ahora exige mayor calidad en los servicios. Es, en este nuevo entorno, cuando las ciudades son consideradas como producto y se introduce el marketing en la administración de las ciudades. Se focaliza la atención en el consumidor y se implantan estrategias propias del marketing utilizadas con éxito en el sector privado. La administración pública, sin embargo, presenta unas especificaciones determinadas que limita la adopción de estas herramientas ya que los fines del sector público no coinciden plenamente con los objetivos del sector privado basados en la obtención de beneficios y el aumento de las ventas. Una de las técnicas adoptadas por las ciudades que adquiere mayor protagonismo en los últimos 15 años consiste en la creación de una marca ciudad o city branding que tiene como objetivo dotar a la ciudad de una identidad, unos valores y una personalidad que le ayude a posicionarse en el mercado y a diferenciarse del resto de la competencia. Como otras muchas ciudades, la ciudad de Sant Cugat también está en proceso de creación de su marca que le ayude a destacar de sus competidoras para atraer turismo, inversión y nuevos habitantes.

Marketing in support of sales in industrial high technology company

The aim of this study is to find out how Metso Paper’s marketing could better support sales and how sales people are executing marketing during the sales processes. This study is done from sales people’s point of view. The study is limited to cover only company’s internal environment. This research was executed through literature review and qualitative theme interviews, where 20 of Metso Paper’s sales people were interviewed. The interviewees were asked to tell their opinions about marketing’s support, marketing materials, information and the relationship between sales and marketing. The results of this study show that the relationship between marketing and sales is rather good, but there is still a great need for improvements. It is hoped that marketing would take more part in the selling processes. In addition, more information about the launches and schedules were also hoped for. Marketing is told to be quite Finland centric and sales people are wishing for more adopted marketing materials and occasions. It came up during the interviews, that sales people are not so willing to give regular feedback to marketing and quite often they think that marketing’s role in Metso Paper is not important at all.

Increased voltage-dependent K+ channel Kv1.3 and Kv1.5 expression correlates with leiomyosarcoma aggressiveness

Voltage-dependent K+ channels (Kv) are involved in the proliferation and differentiation of mammalian cells, since Kv antagonists impair cell cycle progression. Although myofibers are terminally differentiated, some myoblasts may re-enter the cell cycle and proliferate. Since Kv1.3 and Kv1.5 expression is remodeled during tumorigenesis and is involved in smooth muscle proliferation, the purpose of this study was to analyze the expression of Kv1.3 and Kv1.5 in smooth muscle neoplasms. In the present study, we examined human samples of smooth muscle tumors together with healthy speci­mens. Thus, leiomyoma (LM) and leiomyosarcoma (LMS) tumors were analyzed. Results showed that Kv1.3 was poorly expressed in the healthy muscle and indolent LM specimens, whereas aggressive LMS showed high levels of Kv1.3 expression. Kv1.5 staining was correlated with malignancy. The findings show a remodeling of Kv1.3 and Kv1.5 in human smooth muscle sarcoma. A correlation of Kv1.3 and Kv1.5 expression with tumor aggressiveness was observed. Thus, our results indicate Kv1.5 and Kv1.3 as potential tumorigenic targets for aggressive human LMS.

Acid-sensing ion channel 1a drives AMPA receptor plasticity following ischemia and acidosis in hippocampal CA1 neurons

The CA1 region of the hippocampus is particularly vulnerable to ischemic damage. While NMDA receptors play a major role in excitotoxicity, it is thought to be exacerbated in this region by two forms of post-ischemic AMPA receptor (AMPAR) plasticity - namely, anoxic long-term potentiation (a-LTP), and a delayed increase in the prevalence of Ca2+ -permeable GluA2-lacking AMPARs (CP-AMPARs). The acid-sensing ion channel 1a (ASIC1a) which is expressed in CA1 pyramidal neurons, is also known to contribute to post-ischemic neuronal death and to physiologically induced LTP. This raises the question - does ASIC1a activation drive the post-ischemic forms of AMPAR plasticity in CA1 pyramidal neurons? We have tested this by examining organotypic hippocampal slice cultures (OHSCs) exposed to oxygen glucose deprivation (OGD), and dissociated cultures of hippocampal pyramidal neurons (HPN) exposed to low pH (acidosis). We find that both a-LTP and the delayed increase in the prevalence of CP-AMPARs are dependent on ASIC1a activation during ischemia. Indeed, acidosis alone is sufficient to induce the increase in CP-AMPARs. We also find that inhibition of ASIC1a channels circumvents any potential neuroprotective benefit arising from block of CP-AMPARs. By demonstrating that ASIC1a activation contributes to post-ischemic AMPAR plasticity, our results identify a functional interaction between acidotoxicity and excitotoxicity in hippocampal CA1 cells, and provide insight into the role of ASIC1a and CP-AMPARs as potential drug targets for neuroprotection. We thus propose that ASIC1a activation can drive certain forms of CP-AMPAR plasticity, and that inhibiting ASIC1a affords neuroprotection.

Extracellular Subunit Interactions Control Transitions between Functional States of Acid-sensing Ion Channel 1a.

Acid-sensing ion channels (ASICs) are neuronal, voltage-independent Na(+) channels that are transiently activated by extracellular acidification. They are involved in pain sensation, the expression of fear, and in neurodegeneration after ischemic stroke. Our study investigates the role of extracellular subunit interactions in ASIC1a function. We identified two regions involved in critical intersubunit interactions. First, formation of an engineered disulfide bond between the palm and thumb domains leads to partial channel closure. Second, linking Glu-235 of a finger loop to either one of two different residues of the knuckle of a neighboring subunit opens the channel at physiological pH or disrupts its activity. This suggests that one finger-knuckle disulfide bond (E235C/K393C) sets the channel in an open state, whereas the other (E235C/Y389C) switches the channel to a non-conducting state. Voltage-clamp fluorometry experiments indicate that both the finger loop and the knuckle move away from the β-ball residue Trp-233 during acidification and subsequent desensitization. Together, these observations reveal that ASIC1a opening is accompanied by a distance increase between adjacent thumb and palm domains as well as a movement of Glu-235 relative to the knuckle helix. Our study identifies subunit interactions in the extracellular loop and shows that dynamic changes of these interactions are critical for normal ASIC function.

Phenotypical analysis of mice deficient for the channel activating protease CAP2

Channel activating proteases (CAP) are membrane-bound serine proteases that have been identified as in vitro activators of the epithelial sodium channel (ENaC). Two of them are mainly studied in the laboratory. CAP1/Prss8 was previously shown implicated in colonic sodium homeostasis in vivo. In the first part of this thesis, we generated and characterized mice deficient for CAP2/Tmprss4. The mice are healthy and viable, and they do not show any obvious phenotype. We investigated ENaC activity and expression under regular and sodium- deficient diet, and we could demonstrate that CAP2 is not a major regulator of sodium homeostasis in vivo. We next studied whether CAP2 is implicated in potassium homeostasis. We detected a strong gender-dependency when CAP2 knock-out mice were put under a potassium-deficient diet. We showed in male mice an implication of CAP2 in the regulation of the colonic H+, K+- ATPase, and we propose an implication of membrane-associated progesterone receptors and their binding partners, as well as a possible cleavage-mediated glucocorticoid receptor signalling. We studied the possible interaction between CAPI and CAP2 by generating and characterizing two different mouse study groups, displaying different hypomorphic mutations in the CAPI gene, and deficient for CAP2. We demonstrate that balanced expression of CAPI and CAP2 is required for maintainance of skin integrity and for normal placental development. As CAPI knock-out embryos die due to a placental failure, the additional combined deletion of CAP2 resulted in survival until birth. We could evidence that CAPI and CAP2 are implicated in the same signalling pathway as proposed in cancer studies at the level of the placenta, implicating integrin a5, ERK, AKT, E- and N-cadherin. Furthermore, we investigated whether CAPI is implicated in the pathogenesis and susceptibility to experimental chronic colitis in a mutant rat model. By giving CAPI mutant rats Dextran sodium sulfate, we induced chronic inflammation of the colon, and we highlighted the protective role of CAPI at the histopathological and clinical levels. In conclusion, we showed that CAP2 is not a major regulator of ENaC-mediated sodium homeostasis in vivo, but rather a regulator of potassium homeostasis in a gender-dependent manner implicating the colonic H+, K+-ATPase, membrane progesterone receptors, and the glucocorticoid receptor. We have investigated whether CAPI and CAP2 interact at the functional level, and we show that a balanced expression of CAPI and CAP2 is required in the skin, but also in the placenta. Imbalanced expression of CAPI and CAP2 leads to impaired EMT-associated signalling. We have studied whether CAPI is implicated in the pathogenesis and susceptibility to chronic colitis, and we demonstrated the protective role of CAPI in distal colon. -- Les protéases activatrices de canal (CAP) sont des protéases à serine attachées à la membrane qui ont été identifiées comme activateurs in vitro du canal sodique épithélial (ENaC). Deux de ces protéases sont principalement étudiées dans le laboratoire. CAP1/Prss8 a été identifié préalablement comme impliqué dans l'homéostasie du sodium in vivo au niveau du côlon. Dans la première partie de cette thèse, nous avons généré et caractérisé des souris déficientes pour CAP2/Tmprss4. Les souris sont en bonne santé et viables, et elles ne présentent pas de phénotype visible. Nous avons étudié l'activité et l'expression d'ENaC sous diète normale et déficiente en sodium, et nous avons démontré que CAP2 n'est pas un régulateur essentiel de l'homéostasie sodique in vivo. Nous avons ensuite étudié si CAP2 est impliqué dans l'homéostasie du potassium. Nous avons détecté une forte dépendance du sexe lorsque les souris knock-out pour CAP2 étaient placées sous diète déficiente en potassium. Nous avons démontré dans les souris mâles une implication de CAP2 dans la régulation de la H+, K+- ATPase colonique, des récepteurs membranaires à la progestérone et de leur partenaires de liaison, ainsi que dans la possible signalisation médiée par le clivage du récepteur aux glucocorticoïdes. Nous avons étudié l'interaction possible entre CAPI et CAP2 en générant et en caractérisant deux groupes d'étude de souris différents, porteurs de différentes mutations hypomorphiques dans le gène de CAPI, et déficients pour CAP2. Nous avons pu montrer qu'une expression équilibrée de CAPI et CAP2 est requise pour le maintien de l'intégrité de la peau et pour le développement normal du placenta. Les embryons knock-out pour CAPI meurent suite à une défaillance placentaire, et la délétion additionnelle et combinée de CAP2 permet la survie jusqu'à la naissance. Nous supposons que CAPI et CAP2 sont impliqués dans la même voie de signalisation au niveau du placenta que celle proposée dans les études de cancer, impliquant l'intégrine a5, ERK, AKT, E- et N-cadhérine. De plus, nous avons étudié si CAPI est impliqué dans la pathogenèse et la susceptibilité de colite chronique expérimentale dans un modèle de rat mutant. En administrant aux rats mutants pour CAPI du Dextran sodium sulfate, nous avons induit une inflammation chronique du côlon, et nous avons pu mettre en évidence le rôle protecteur de CAPI au niveau histopathologique et au niveau clinique. En conclusion, nous avons démontré que CAP2 n'est pas un régulateur essentiel de l'homéostasie sodique médiée par ENaC in vivo, mais plutôt de l'homéostasie potassique d'une manière dépendante du sexe et impliquant la H+, K+-ATPase colonique, les récepteurs membranaires à la progestérone et le récepteur aux glucocorticoïdes. Nous avons étudié si CAPI et CAP2 interagissent au niveau fonctionnel, et nous avons montré qu'une expression équilibrée entre CAPI et CAP2 est requise dans la peau et le placenta. L'expression déséquilibrée de CAPI et CAP2 mène à une altération de la signalisation associée à l'EMT. Nous avons étudié si CAPI est impliqué dans la pathogenèse et la susceptibilité de colite chronique expérimentale, et nous avons démontré le rôle protecteur de CAPI dans le côlon distal.

Whole-body MRI: comprehensive evaluation on a 48-channel 3T MRI system in less than 40 minutes. Preliminary results

OBJECTIVE: To evaluate a comprehensive MRI protocol that investigates for cancer, vascular disease, and degenerative/inflammatory disease from the head to the pelvis in less than 40 minutes on a new generation 48-channel 3T system. MATERIALS AND METHODS: All MR studies were performed on a 48-channel 3T MR scanner. A 20-channel head/neck coil, two 18-channel body arrays, and a 32-channel spine array were employed. A total of 4 healthy individuals were studied. The designed protocol included a combination of single-shot T2-weighted sequences, T1-weighted 3D gradient-echo pre- and post-gadolinium. All images were retrospectively evaluated by two radiologists independently for overall image quality. RESULTS: The image quality for cancer was rated as excellent in the liver, pancreas, kidneys, lungs, pelvic organs, and brain, and rated as fair in the colon and breast. For vascular diseases ratings were excellent in the aorta, major branch vessel origins, inferior vena cava, portal and hepatic veins, rated as good in pulmonary arteries, and as poor in the coronary arteries. For degenerative/inflammatory diseases ratings were excellent in the brain, liver and pancreas. The inter-observer agreement was excellent. CONCLUSION: A comprehensive and time efficient screening for important categories of disease processes may be achieved with high quality imaging in a new generation 48-channel 3T system.

Marketing territorial et branding territorial : une revue de littérature systématique

Le présent article offre un aperçu systématique et complet de la littérature scientifique dédiée au domaine d'étude du marketing territorial et du branding territorial. 1172 contributions publiées entre 1976 et 2016 dans 98 revues différentes y sont analysées à l'aide d'un classement méticuleux dans des catégories et sous-catégories en fonction de l'approche disciplinaire, de la méthode utilisée et de la perspective adoptée. Cette revue de la littérature permet ainsi une vue d'ensemble détaillée de l'état de l'art et fait part des diverses tendances et évolutions concernant ce domaine d'étude en émergence. Elle atteste, entre autres, l'existence d'un flou conceptuel, de définitions divergentes et de faibles assises théoriques : ce qui contribue à un spectre très large d'objets d'étude. Un manque de preuves empiriques et de contributions à caractère explicatif est également observé : les nombreux postulats sur les effets des activités de marketing territorial par rapport à l'attractivité restent à démontrer. Elle souligne aussi un certain désintérêt de la littérature pour le contexte politico-institutionnel dans lequel les territoires s'inscrivent, pourtant crucial en termes de management public. Par ailleurs, ce travail souligne la place importante attribuée à la rhétorique des consultants, avec la publication d'une grande quantité de contributions normatives dans une optique de partage de bonnes pratiques. Pour finir, cette étude constate la présence d'un nombre significatif d'articles critiques.

Athlete endorsement as a marketing strategy: a case study of Nike and Michael Jordan

Les empreses intenten obrir mercats nous constantment, aconseguint atraure nous clients objectiu i augmentar el reconeixement de la marca. Aquest treball investiga el cóm i per què el patrocini d'atletes, per a que aquests representin els productes d'una empresa, ja que és una eina cada vegada més àmplia i popular en el màrqueting mix de les empreses. Michael Jordan, un estel retirada de bàsquet, ha rebut molta atenció dels mitjans publicitaris i ha representat sota patrocini a diversos productes. Especialment el seu contracte de patrocini amb Nike, Inc. s'ha convertit en un excel·lent cas d'estudi per analitzar la tendència actual que suposa patrocinar atletes en el mercat internacional. Els resultats d'aquest cas d'estudi ajuden a entendre els factors que poden influir en èxit de les empreses quan decideixen patrocinar a un atleta com a part de la seva estratègia de màrqueting.

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.

Supplier's position in project marketing networks

The present study explores relationships between project marketers and their customers in project marketing context. The purpose of the study is to increase the understanding on supplier’s position in project marketing networks. Project marketing is representing a high volume in the international business, and the industrial network approach and the project marketing research cannot fully explain a supplier’s position in project marketing networks. Increased knowledge on project networks can also contribute to industrial marketing research more generally. Data for the present study was collected firstly during the pilot case study from project buyers in the paper and the steel industry in interviews. Secondly an entire project marketing case concerning a steel industry case was used as a data source. The data included interviews, correspondence between the supplier and the buyer, and project documents. The data of the pilot case was analysed with contents analysis, and in the case a deeper analysis based on the developed Stage Dimension framework was used. Supplier’s position in project marketing networks is a hierarchical and dynamic concept including a supplier’s position on the highest level. The dimensions of the position concept are the intermediate level, and the dimensions are based on the underlying components. Supplier’s position is composed from four organization related dimensions, and two individual actor related dimensions. The composition of the supplier’s position varies during the project marketing process, and consequently the relative importance of the dimensions is changing over the process. Supplier’s position in project marketing networks is shaped by incremental and radical changes. Radical changes are initiated by critical events. The study contributes to the research of industrial networks and project marketing. The theoretical contribution of the study is threefold: firstly it proposes a structure of the position concept in project marketing networks, secondly it proposes the Position Stage Dimension Component (PSDC) model for the development of supplier’s position during the project marketing process, and thirdly the study widens the critical event concept to cover the project marketing process both on the organizational and individual level. In addition to the theoretical contributions there are several managerial implications for planning and implementing marketing strategies in the project context.

Developing the environmental marketing of an industrial company

The objective of this study was to examine how the customers of Larox Flowsys value environmental issues and how environmental issues affect their purchasing behaviour. A comparison between Larox peristaltic pumps and competing pump brands and types was also made in order to find out whether LPP pumps possess some more environmentally beneficial features that other pumps do not have. Finally, if the answers to the first two research questions show that a need for a new marketing message does exist, then the final stage is to select the most appropriate environmental arguments for Larox Flowsys. The empirical data in the study was collected from several different sources, but the main sources were the customer interviews and the outsourced market research. The data was analysed mainly by using content analysis, but theme formation and quantification were also utilized. The results showed that the customers do not consider environmental issues as a main purchasing criterion, but they may well be the criterion that differentiates the product from competing ones. The comparison proved that LPP pumps do possess some significant environmental benefits over competing pumps and therefore, the prerequisite for the use of environmental arguments exists. The final stage in the study was to select the proper environmental arguments for Larox Flowsys.