The main objective of this book is to help you understand the idiosyncrasies of the brand and its strategic management in the company. With this end in mind, it has been divided into two blocks, as detailed below.

Chapters 1 to 5 form the first block, which offers a framework based on the conceptualization, types and need to promote the brand. From there, brand equity and brand capital are studied in terms of concepts, characteristics and perspectives of analysis. Once stipulated, the main models of brand equity and brand capital proposed in the literature are detailed, deciphering the elements most commonly …

Cualquier proyecto empresarial necesita un buen plan de marketing La planificación es una de las funciones más importantes de la gestión empresarial. Un plan de negocio es lo que permite gestionar una empresa y un plan de marketing es un elemento clave de la planificación empresarial. Identifica las mejores oportunidades de negocio para la empresa y describe cómo conseguir y mantener posiciones el os mercados. Se trata de una herramienta de comunicación que combina todos los elementos del marketing en un plan de acción coordinado. Indica quién hará qué, cuándo, dónde y cómo para alcanzar los objetivos fijados. A lo …

Most business decisions require the use of financial and accounting information. However, it is possible that these are not the areas of expertise of most managers. This book aims that managers who are not experts in these matters acquire an introductory financial and accounting knowledge. In particular, it aims that the readers: · Understand the content of accounting and financial information that companies have (income statement, balance sheet and cash flow statement). · Acquire the skills needed to formulate diagnoses and action plans based on the analysis of financial information. · Understand budgets, either both short term and long term. …

Los mayores retos que afronta la Humanidad en este momento de nuestra historia son la sostenibilidad y regeneración del planeta, la desigualdad social y el impacto a todos los niveles de la revolución tecnológica. Las empresas, desde las más pequeñas hasta las grandes multinacionales, pueden y deben contribuir a superarlos con éxito. Su papel es esencial porque poseen la fuerza, la creatividad y la flexibilidad de la que carecen otras organizaciones.
El autor propone que las compañías, guiadas por un nuevo tipo de liderazgo, revisen sus fundamentos y se transformen para ejercer el papel que necesita la sociedad a nivel mundial. …

More than 400 million passengers flew in Europein 2018 on board airlines labelled as low cost, representing around 36% of the total air traffic in the continent. And in some countries, such as Spain, this number exceeded 50%. This gives an idea of the popularity that this business model has achieved, which shoulda priori be accompanied by familiarity with the basic principles upon which it is based. However, despite the fact that almost one out of every two passengers uses this type of airline for their travel, the low cost business model is a great unknown, not only for the …

This book provides comprehensive information on the legal, tax,
accounting and labour matters that govern business activities in
Spain. All the essential issues are addressed in clear business
English. The aim is to help foreign investors familiarize
themselves with the procedures for doing business in Spain,
whether they are setting up for the first time or want to keep up to
date with the necessary information. This is the twelh edition of
this work, updated in line with current regulations and prepared
by the professionals of the tax and legal department at Bové
Montero.

With one of the most renowned medical specialists in Assisted Reproduction, Dr Marisa López-Teijón, and three women who, like you, also want to get pregnant, you will discover the responses to all those questions you began to ask yourself the day you decided you wanted to have a baby. Elisabeth, Marta and Rose face numerous mysteries, doubts, taboos, prejudices and false myths. They feel disoriented, angry, sad and, often, alone. If, like them, you won’t let anything stop you, this book will explain how to conceive spontaneously or with medical help. Practical, surprising, and filled with emotion, this book is …

Can you say so much in a such small space? Yes, you can, a tweet can. Tweets have revolutionized communication, they are influencing political, social, and entrepeneurial events around the globe, and it's just 280 characters. This book joins such a revolution by analyzing the economy and management. It does through the wisdom distilled in the Professor's tweets, where 30 years of experience in top managerial posts meet his academia research. 
He has posted more than 16000 tweets about the subject. He reflects about advice, good practices in economy, enterprise management, persons management, family business, strategy and organization, finances, operations and …