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Comunicación rentable en marketing: Seis pasos en la era de las redes sociales

Comunicación rentable en marketing: Seis pasos en la era de las redes sociales

          
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About the Book

Las enseñanzas vertidas en este libro reflejan la sinergia de un doble perfil profesional: ha sido escrito por un académico, con una extensa trayectoria en la práctica de la comunicación de marketing aplicada a empresas que comercializan productos y servicios. Desde lo académico el libro es exhaustivo, y su base científica se refleja en la opinión y visión de más de una treintena de escritores e investigadores de la comunicación de marketing o de las disciplinas que la componen. Una selección cuidadosa de literatura especializada de fuente estadounidense, europea, australiana y latinoamericana permite al autor amalgamar la suya a una visión global sobre la especialidad. El material de referencia es moderno, en su mayoría refiere a libros y papers publicados en los dos últimos años. Desde lo profesional, años de trabajo en compañías internacionales de renombre sumados a la práctica como consultor de empresas han hecho del autor un profesional preocupado por los resultados. La inclusión de la palabra "rentable" en el título del libro no es caprichosa ni una promesa vacía. El autor ha vertido su experiencia y este libro lo refleja en una propuesta concreta para medir el retorno a la inversión o ROI de la comunicación de marketing, y lo más importante, hacerlo considerando la inclusión de las redes sociales en el análisis. Tal cual afirma el reconocido y respetado Alejandro di Paola, fundador de la agencia de marketing di Paola y Asociados al referirse a este libro: "Con una extraordinaria combinación de teoría y práctica profesional, [Domingo] Sanna ha construido un trabajo notable de elaboración con su propia visión junto al análisis y síntesis de los principales pensadores del marketing de la actualidad. Asombra su dominio y dedicación a la lectura de casi todo lo que se publica acerca del marketing y su interacción con la tecnología".
About the Author: Doctor y Magíster en Dirección de Empresas por la Universidad del CEMA, además de Ingeniero en Electrónica egresado de la Universidad Tecnológica Nacional de la Argentina. Se desempeña como como profesor e investigador de posgrado en la Universidad Austral, la Universidad del CEMA y la Universidad de Buenos Aires. En todas ellas dicta materias relacionadas al Marketing y la Comunicación de Marketing. Además es profesor visitante para la Universidad de Piura en Perú. Es fundador y CEO de la consultora Domingo Sanna y Consultores especializada en temas de estrategia, comunicación y marketing. En su larga trayectoria profesional ha trabajado para compañías tales como Hewlett-Packard y Dell como gerente de marketing y comunicación de marketing a escala Latinoamericana y asesorado y capacitado a compañías de todo porte tales como Natura Cosméticos, BDO, Laboratorios Boehringer Ingelheim, Walmart, Siemens, etc. Integra desde hace 7 años y en forma regular, el jurado internacional del premio ECHO de la Direct Marketing Association y he desempeñado cargos ejecutivos en la Asociación de Marketing Directo e Interactivo de la Argentina (AMDIA). Más información en www.domingosanna.com


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Product Details
  • ISBN-13: 9789874518613
  • Publisher: Marcom Ediciones
  • Publisher Imprint: Marcom Ediciones
  • Height: 229 mm
  • No of Pages: 256
  • Series Title: Spanish
  • Sub Title: Seis pasos en la era de las redes sociales
  • Width: 152 mm
  • ISBN-10: 9874518618
  • Publisher Date: 06 Dec 2013
  • Binding: Paperback
  • Language: Spanish
  • Returnable: N
  • Spine Width: 14 mm
  • Weight: 344 gr


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