Marketing y comunicación en la nueva economía
- ISBN-10
- 8491802568
- ISBN-13
- 9788491802563
- Category
- Business & Economics
- Pages
- 142
- Language
- Spanish
- Published
- 2018-07-18
- Publisher
- Editorial UOC
- Authors
- Patricia Coll Rubio, Josep Lluís Micó Sanz
Description
Este libro describe las estrategias y técnicas de marketing y comunicación de la nueva economía, desde el prisma del growth hacking, con una visión de la comunicación 360, heredera de las teorías de la comunicación integrada de marketing. La obra apunta las claves de la planificación estratégica, con un repaso exhaustivo de los campos de actuación clave del marketing, la publicidad y las relaciones públicas, como el influencer marketing y de contenidos, a través de los casos de más de una decena de empresas de la nueva economía, como 8wires, Badi, Byhours, Cabify, Fotocasa, Glovo, Holaluz, Infojobs, Uber, Wallapop y Westwing.
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