MARKETING TECHNIQUES

Author: RUBIO ODÉRIZ M. LORETO.
Year: 2004.
University: RAMÓN LLULL [www.url.edu].
Place of defense: ESCUELA SUPERIOR DE ADMINISTRACIÓN Y DIRECCIÓN DE EMPRESAS ESADE.
Place of preparation: ESCUELA SUPERIOR DE ADMINISTRACIÓN Y DIRECCIÓN DE EMPRESAS ESADE.

Summary: The public communication, external communications in public organizations, is now a key area in the management of government. This paper focuses on the identification of the unique features of the framework for managing public communicative and its implications associated instruments. This has combined the critical review of the literature concerning the management of communication with the general linked to governance (in particular with the marketing public). In this review are keen analysis of three actual cases in a four-year longitudinal study, allowing not only contrasted with the practice identifying characteristics conceptual, but describe the operational response worked today on the stage of local management. Differences detected and analyzed allow us to say that there really are elements and differentials clear and basic communication between public and private. That such differentials are at the origin and the basis of what is the public sector and therefore are not secondary factors that may underestimated or ignored at the time to raise the management of communication and the relationship between public organization and citizenship. The basic tools with which operates communication in the private sector have to be reinterpreted from the perspective public and citizenship. The basic tools with which operates the communication can not conform to respond to the operational needs of the organization, should play a strategic role in the leadership of the evolution of our society, and we will also be responsible for stimulating the sense of membership and identification with the community.

Author: CASTAÑEDA GARCÍA JOSÉ ALBERTO.
Year: 2004.
University: GRANADA [www.ugr.es].
Place of defense: UNIVERSIDAD DE GRANADA.
Place of preparation: UNVIERSIDAD DE GRANADA.

Summary: In the late twentieth century and the beginning of the century there has been a bursting of the bubble created around the electronic marketplace. Companies with business in the Internet have realized that the way we traditionally measured the success online was inappropriate (ej.número hits or page views). Thus arises the need to know the factors that are associated with success on the Internet, which will ensure the future development of the Network, with advantages both for the consumer and for the company. This success, as much of the literature and professionals, is associated with the customer loyalty to the site. Therefore, this dissertation focuses specifically on the study of the formation of customer loyalty to the site, while visiting as a purchase. To achieve its goal, the research paper analyzes the characteristics of the Internet and its influence on the process of customer loyalty, identifying major differences with the theories developed around the consumer loyalty in the physical market. These differences are tested empirically through four longitudinal studies of nature. Taken together, analyzes consumer behavior in doorways, digital diary and e-commerce sites, obtaining more than 4300 surveys valid. This paper is collaborating with several companies and related websites: Carrefour (carrefour, it is), Puleva (pulevasalud.com) and Ideal (ideal.es). The partnership with these companies is critical, since it lets you test the process of formation of the proposed loyalty in different contexts and to determine the actual behavior of customer loyalty to a website, collecting data observed on purchases and visits to the above websites. The results show as highlights, that the quality of website content or quality of the bid is a significantly more important factor for customer satisfaction that the quality of design. In addition, confidence proves to be a key factor in the formation of the faithful in the electronic marketplace. Finally, the habit of visiting or compares to a customer's site developed in the past is the main variable predictor of future behavior loyalty online.