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An approach to the implementation of neuromarketing techniques by european private TV broadcasters
ArticleAbstract: Changes on media context urge companies to adopt alternative and innovative strategies for decision-Palabras claves:audience, CONSUMERS, Decision Making, Entertainment industry, EUROPE, HABITS, impact, media, Neuromarketing, Neuroscience, Optimization, Private broadcasters, STRATEGIES, televisionAutores:García-Soidán P., Valentín Alejandro Martínez Fernández, Verónica Crespo-PereiraFuentes:scopusEstrategias de comunicación y marketing de marcas de lujo y fast fashion durante la crisis del COVID-19 (Ensayos)
ArticleAbstract: El presente artículo realiza un estado del arte sobre las estrategias de comunicación y marketing quPalabras claves:COMMUNICATION AND MARKETING, Comunicación de masas, CRISIS SANITARIA, ESTRATEGIA EMPRESARIAL, mercadeo, MODA, pandemia COVID-19Autores:Eva Sánchez-Amboage, Matías Enrique Membiela Pollán, Verónica Crespo-PereiraFuentes:rraaeFacing the challenges of metaverse: a systematic literature review from Social Sciences and Marketing and Communication
ArticleAbstract: The metaverse is the conjunction and optimization of the possibilities of the Internet and technologPalabras claves:Augmented reality, Brands, Business, Extended reality, innovation, MARKETING, MASS MEDIA, metaverse, mixed reality, Neuromarketing, Neuroscience, social sciences, Social value, Systematic Review, Virtual worldsAutores:Eva Sánchez-Amboage, Pollán M.E.M., Verónica Crespo-PereiraFuentes:scopusImplementing Neuromarketing in the Enterprise: Factors That Impact the Adoption of Neuromarketing in Major Spanish Corporations
ArticleAbstract: Technological advances in the field of neuroscience have generally been well-received in the entertaPalabras claves:Advertising, Ethics, large-scale corporations, MARKETING, MULTINATIONALS, Neuromarketing, NeuroscienceAutores:Arregui-Mcgullion J., Legerén-Lago B., Verónica Crespo-PereiraFuentes:scopusThe neuromarketing professional in the Spanish audiovisual sector
ArticleAbstract: The emergence of new digital business models and its subsequent impact on the consumpton of audiovisPalabras claves:Consumer research, Entertainment industry, Neuromarketng, Neuromarketng professionalAutores:García-Soidán P., Valentín Alejandro Martínez Fernández, Verónica Crespo-PereiraFuentes:scopusNeuromarketing as a New Methodology for Broadcasters: A Comparison of European Public and Private Channels
Conference ObjectAbstract: Neuromarketing becomes an allied methodology in market research, for communication and advertising dPalabras claves:Education, Neuromarketing, Public broadcasters, TRANSMEDIA, TVAutores:Jorge Cruz, Verónica Crespo-PereiraFuentes:scopusShort video content in the brand strategy. Analysis of the use of TikTok by the Prado Museum
ArticleAbstract: In a society marked by the digital issue and the global pandemic by COVID-19, museums have experiencPalabras claves:Autores:Carlos Toural-Bran, Eva Sánchez-Amboage, Pollán M.E.M., Verónica Crespo-PereiraFuentes:scopusMarketing and Digital Press: Information Consumption Patterns in Colombia During COVID19
Conference ObjectAbstract: COVID19 has had enormous consequences in the media. The pandemic has affected journalism by encouragPalabras claves:COLOMBIA, Consumption habits, covid19, JOURNALISM, MARKETING, PRESSAutores:Ana Cecilia Vaca-Tapia, Roberto Xavier Manciati-Alarcón, Sofía Cabrera, Sofía Isabel Cabrera-Espín, Verónica Crespo-PereiraFuentes:googlescopusMarketing de prensa en tiempos de COVID-19: comparativa de los patrones de consumo de prensa nativa y digital (Monográfico)
ArticleAbstract: El contexto de excepcionalidad que ha provocado el COVID-19 ha tenido consecuencias en la prensa dePalabras claves:CRISIS SANITARIA, DESINFORMACION, Noticias falsas, pandemia COVID-19, PRENSA DIGITAL, PRESSAutores:Ana Cecilia Vaca Tapia, Valentín Alejandro Martínez Fernández, Verónica Crespo-PereiraFuentes:rraaePublic and City Marketing Applied to Improve Participatory Processes in Socio-Economic Paradigm Shifts: Energy Transition. A case study
Conference ObjectAbstract: The complex and uncertain situation generated by socio-economic paradigm shifts, as is the case of tPalabras claves:asymmetric information, Benchmarking, City marketing, COMMUNICATION, Paradigm shift, Participatory process, public marketingAutores:Escourido-Calvo M., Valentín Alejandro Martínez Fernández, Verónica Crespo-PereiraFuentes:scopus