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Este libro pretende mostrar las diversas posibilidades que el marketing digital ofrece a las organizaciones empresariales. A través de los distintos capítulos, se presentan los diferentes elementos, herramientas estratégicas e instrumentos usados en esta disciplina, así como los mejores modos y situaciones para su utilización. ÍNDICE 1. Introducción al marketing digital. 2. Elementos del marketing digital. 3. Herramientas estratégicas del marketing digital. 4. La personalización y el marketing digital. 5. Campañas de comunicación online. 6. La publicidad online y su eficacia.
In the world of the 21st century, epidemics are common biological and social occurrences, with HIV perhaps emphasising this better than any other disease. Medical scientific research has undoubtedly made significant steps forward; meanwhile, the social research field is still in its initial stages, with many awaiting an equally auspicious response. A Socio-Criminological Analysis of the HIV Epidemic offers a comprehensive analysis of the multifaceted socio-criminological dimensions of the HIV epidemic and positively contributes to the ongoing sociological debate on infectious diseases. The author intends to create an independent epistemology of HIV to explicate the social forces that impact and determine the course and experience of the epidemic, while also seeking to reframe the popular discourse on HIV to reflect sociological conceptualisations. This latter step leads to the identification of the concept of social interaction as an appropriate tool for highlighting the complex social nature of this virus. The unprecedented challenge posed by the epidemic for the international community calls for global cooperation aimed at evaluating the diverse aspects of the issues that many actors in this tragic drama must deal with. Given its wide-reaching international appeal, this book is also recommended for those involved or interested in global health issues and infectious diseases. It will be of particular interest to medical researchers, health workers, social scientists, social workers, policymakers, humanitarian workers, HIV and human rights activists, and graduate students.
This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities.
Consumimos noticias en las mismas plataformas sociales que nos avisan de los cumpleaños de nuestros amigos, que a su vez nos reenvían información interesante de medios que ni siquiera conocíamos. ¿Podíamos pensar que estas nuevas rutinas informativas no afectarían al periodismo? Todos, todo. Manual de periodismo, participación y tecnología esboza oportunidades para los futuros comunicadores, desgranando las claves del entorno mediático. Cómo son las narrativas digitales emergentes, cuáles son las técnicas de verificación online o cómo se puede lograr la implicación de una comunidad en torno a un cibermedio son algunas de las cuestiones que se plantean en este libro. Pero además de preguntas, la obra ofrece respuestas, fruto de la observación de los profundos cambios sistémicos en el uso, el consumo y la difusión de información. En un ecosistema saturado, donde TODOS tienen la posibilidad de ser un medio, solo los usos más responsables, creativos y profesionales marcarán la diferencia.
How far would you go to obey orders? Why do many people - even some scientists - believe in miracles? Find out the answers to these questions and much more in this visual guide to applied psychology. Lying at the intersection of biology, philosophy, and medicine, psychology is at the heart of what makes us human. Perfect both for students and people new to the topic, How Psychology Works has a unique graphic approach and uses direct, jargon-free language. It explores various approaches that psychologists use to study how people think and behave, such as behaviorism, cognitive psychology, and humanism. This indispensable guide describes a wide range of mental health conditions, including bipolar disorder and obsessive-compulsive disorder. It then takes you through treatments, from cognitive behavioral therapy and psychoanalysis to group therapy and art therapy. This book also explores the role of psychology in everyday situations. Discover what makes you, you - the unique blend of nature and nurture that makes up your sense of who you are - and psychology's role in relationships, sport, work, and education. How Psychology Works is a fascinating read that will quickly hone your emotional intelligence and give you perceptive insights into both your own and other people's feelings and behavior.