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Targeted price controls on supermarket products

Date: 01/12/2020 Author(s): Diego Aparicio; Alberto Cavallo Document type: Article in Journal (refereed) We study the impact of targeted price controls on supermarket products in Argentina. Using daily prices for controlled and non-controlled goods we examine the effects on inflation, product availability, entry and exit, and price dispersion. First, price controls have only a small and temporary effect on inflation that reverses soon after the controls ... More information

The Study of important marketing issues

Date: 01/10/2020 Author(s): Stefan Stremersch Document type: Article in Journal (refereed) Kohli and Haenlein (2020) should be praised for tackling an issue foundational to our purpose: How can academics in marketing study more important problems? The motivation for this paper is not new. For years indeed, scholars have deliberated whether the glass is half-full or half-empty (see, Lilien 2011; Reibstein et al. 2009; Roberts et al. 2014a ... More information

The Impact of informational and emotional television ad content on online search and sales

Date: 01/10/2020 Author(s): Iván Guitart; Stefan Stremersch Document type: Article in Journal (refereed) This article documents how informational and emotional appeals in more than 2,000 television ads for 144 car models, aired over four years, influence online search and sales. Increasing the emotional content of ads leads to increases in online search but increasing the informational content does not generate more online search. Both informational and ... More information

Price-denomination effect

Date: 01/09/2020 Author(s): Elena Reutskaja; Jeremiah Iyamabo; Priya Raghubir; Íñigo Gallo Document type: Article in Journal (refereed) Building on past research on judgment anchoring, we investigate the effect of price information on consumers’ choice of denomination when making a purchase. Across seven experiments, including two in the field (N = 4,020), we find that people tend to purchase with denominations that are the same as the product prices. They use larger denominations ... More information

¿Será un escalón o toda la escalera?

Date: 01/09/2020 Author(s): José Luis Nueno Document type: Opinion Antes del Covid-19, el 90% de la venta en las categorías discrecionales se hacía en tiendas físicas. Durante el confinamiento, el 80% pasó a hacerse online. Muchos de los espacios cerrados reabrieron con una actividad marcada por el distanciamento social. Todos los sectores están afectados, aunque con diferente signo. Textil, moda y Horeca serán de ... More information

How to Write a Killer Marketing Plan

Date: 01/09/2020 Author(s): Íñigo Gallo Document type: Technical Note Whether you call it marketing plan or something else, chances are that if you are in a marketing position, or anywhere close to a marketing position, you will work on such a document every year (and will be reviewing and updating it almost constantly during the year). A marketing plan is a fantastic tool for business success. It helps managers stay ... More information

Consumers' pursuit of material and experiential purchases

Date: 01/08/2020 Author(s): Tom Gilovich; Íñigo Gallo Document type: Article in Journal (refereed) More than 15 years ago, Van Boven and Gilovich (Journal of Personality and Social Psychology, 85, 2003, 1193) presented evidence that experiential purchases make people happier than material purchases once consumers have covered their basic needs. This experiential advantage has attracted significant attention from researchers in the fields of social ... More information

José Luis Nueno: "Si cerramos las tiendas tendremos barrios sin vida: hay que ayudarlas para la venta digital directa"

Date: 01/07/2020 Author(s): Document type: Interview En su libro ‘Directo al Consumidor. Bienvenidos a 2025. Cuando los millennials manden’, el profesor Nueno, experto en distribución, explica que esta generación de nacidos en los ochenta y noventa del siglo XX no halla lo que busca en la tiendas tradicionales y opta por las marcas de venta digital directa o ‘direct to consumer’ (DTC). More information

E-Public Relations

Date: 01/06/2020 Author(s): Julián Villanueva; Luis Ferrándiz; Carmen Balmaseda Document type: Technical Note El concepto de relaciones públicas digitales es relativamente reciente y se define como el uso estratégico y planeado de herramientas y tecnologías basadas en Internet y en los nuevos medios, para construir y mantener un diálogo (comunicación bidireccional) entre la organización y sus públicos. La función de las relaciones públicas (RR. PP.), tal ... More information

La moda bridal ante las novias post-Covid

Date: 01/06/2020 Author(s): José Luis Nueno Document type: Opinion El Covid-19 ha generado una situación sin precedentes, cuyo efecto principal resulta en el confinamiento de la población, generando un colapso de la actividad comercial, nunca visto en recesiones anteriores. La salida de forma escalonada y gradual, con probabilidad de rebrotes, puede obligar a una operativa de «arranque y parada» y generar un consumidor ... More information
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