First publication in marketing and clients strategy
Organized by: Interban Network Dates: September 21st and 22nd (Bilbao); October 14th and 15th (Madrid) Place: Palacio Euskalduna (Bilbao); Palacio Municipal de Congresos. Campo de las Naciones (Madrid
Technical Data Company: NH Hotels Objectives Develop the segmentation strategy for the international expansion of 200 hotels in 17 different countries, achieving the best results with “local&...
65% of consumers consider themselves "bombarded" by campaigns. Marketing and advertising actions have become massively used resources all over the world. However, as they have been generali...
All the keys to getting the most critical marketing decision right Abstract Toughening competition makes segmentation strategies more complex and necessary. A correct segment...
McDonald’s looks for healthy consumers Faced with worldwide criticism of its fast food, McDonald's has decided to redesign its segmentation in order to look for new customers. The company is n
25 years of “light” products. More than a quarter century has passed since the first “light” drinks burst onto the Spanish market. Since those first cans of TAB and Coca
“On-line” Banking fails in the service category. A study by the Allen Bonde Group declares that the great majority of banks in the United States score failing marks in the service they of
Mistakes in calculating a customer portfolio’s value can be expensive. This is the case for Terra Networks. In the year 2000, the company paid 12.5 billion dollars to obtain Lycos’s custom
Scientists from the research center TJ Watson at IBM have devised an algorithm to detect and stop undesired mass e-mails. The tool is based on the work that allowed an analysis of genetic sequences. T
Title: Lateral Marketing Author: Philip Kotler and Fernando Trías de Bes Publisher: John Wiley & Sons (2003) The latest great work from Philip Kotler, considered the
No company should allow itself the luxury of creating a certain antagonism between the product and customers. We already know that not all products or services are aimed at an appropriate market, nor
First publication in marketing and clients strategy
Knowing customers is without a doubt the key to a company’s success. And that is why the...