“…Con vista al próximo lanzamiento del modelo eléctrico Volvo XC40, se realiza el plan de Marketing Digital de Volvo Cars durante un año la marca automovilística premiun sueca. …”
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Materias:

Materias: “…Volvo Car Corporation…”

Tabla de Contenidos: “…Macroeconomic uncertainty in a corporate perspective -- Concepts of macroeconomic risk management -- Traditional approaches to measuring macroeconomic exposure -- Measuring macroeconomic impact on the firm : a comprehensive approach -- Measuring macroeconomic exposure : the case of Volvo cars -- Hedging macroeconomic exposure -- Evaluating cash flow at risk -- Strategies for risk and exposure management -- Recognizing macroeconomic fluctuations in value-based management -- Evaluation, feedback, and organization -- What shareholders ought to know -- Macroeconomic uncertainty strategy (MUST) analysis : a summary…”
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Tabla de Contenidos: “…by Dr Eleri Rosier, Cardiff University -- 5 Consumer markets and buyer behaviour -- Chapter preview -- Learning outcomes -- Model of consumer behaviour -- Characteristics affecting consumer behaviour -- Cultural factors -- Social factors -- Personal factors -- Psychological factors -- Types of buying decision behaviour -- Complex buying behaviour -- Dissonance-reducing buying behaviour -- Habitual buying behaviour -- Variety-seeking buying behaviour -- The buyer decision process -- Need recognition -- Information search -- Evaluation of alternatives -- Purchase decision -- Post-purchase behaviour -- The buyer decision process for new products -- Stages in the adoption process -- Individual differences in innovativeness -- Influence of product characteristics on rate of adoption -- Learning outcomes review -- Navigating the key terms -- Discussion and critical thinking -- Discussion the concepts -- Critical-thinking exercises -- Mini-cases and applications -- Online, mobile and social media marketing: digital influencer credibility -- Marketing ethics: ultimate water -- Marketing by numbers: evaluating alternatives -- Video case: IMG Worldwide -- References -- Company case: Porsche: guarding the old while bringing in the new -- 6 Business markets and business buyer behaviour -- Chapter preview -- Learning outcomes -- Business markets -- Market structure and demand -- Nature of the buying unit -- Types of decisions and the decision process -- Business buyer behaviour -- Major types of buying situations -- Participants in the business buying process -- Major influences on business buyers -- The business buying process -- Engaging business buyers with digital and social marketing -- E-procurement and online purchasing -- Business-to-business digital and social media marketing -- Institutional and government markets -- Institutional markets -- Government markets -- Learning outcomes review -- Navigating the key terms -- Discussion and critical thinking -- Discussing the concepts -- Critical-thinking exercises -- Mini-cases and applications -- Online, mobile and social media marketing: e-procurement and mobile procurement -- Marketing ethics: commercial bribery -- Marketing by numbers: salespeople -- Video case: Eaton -- References -- Company case: Procter &amp -- Gamble: treating business customers as strategic partners -- Part 3 Designing a customer value-driven strategy and mix -- 7 Customer-driven marketing strategy: creating value for target customers -- Chapter preview -- Learning outcomes -- Customer-driven marketing strategy -- Market segmentation -- Segmenting consumer markets -- Segmenting business markets -- Segmenting international markets -- Requirements for effective segmentation -- Market targeting -- Evaluating market segments -- Selecting target market segments -- Differentiation and positioning -- Positioning maps -- Choosing a differentiation and positioning strategy -- Communicating and delivering the chosen position -- Learning outcomes review -- Navigating the key terms -- Discussion and critical thinking -- Discussing the concepts -- Critical-thinking exercises -- Mini-cases and applications -- Online, mobile and social media marketing: get your Groupon -- Marketing ethics: unrealistic bodies -- Marketing by numbers: USAA -- References -- Company case: Volvo cars -- 8 Products, services and brands: building customer value -- Chapter preview -- Learning outcomes -- What is a product? …”