Please use this identifier to cite or link to this item:
https://bibliotecadigital.iue.edu.co/jspui/handle/20.500.12717/3327Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | Berrio, Carlos | - |
| dc.contributor.author | Rodriguez Roa, Danna Lucia | - |
| dc.date.accessioned | 2024-09-05T20:15:10Z | - |
| dc.date.available | 2024-09-05T20:15:10Z | - |
| dc.date.issued | 2024-05-27 | - |
| dc.identifier.citation | Rodriguez Roa, D. L. (2024). Identidad Maestranza https://bibliotecadigital.iue.edu.co/jspui/handle/20.500.12717/3327 | spa |
| dc.identifier.citation | Kapferer, J. N. (2008). The New Strategic Brand Management. London and Philadelphia: Kogan Page. | - |
| dc.identifier.citation | Kapferer, J. (2008). The new strategic brand management: Creating and sustaining brand equity long term. Kogan Page Publishers. | - |
| dc.identifier.citation | Aaker, D. (1991). Managing Brand Equity. The Free Press. | - |
| dc.identifier.citation | Aaker, D. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120. | - |
| dc.identifier.citation | The Harris Poll. (1989). The Harris Poll. Equitrend Model | - |
| dc.identifier.citation | Jennifer Aaker (1997). Modelo de personalidad de marca | - |
| dc.identifier.citation | Relationship Theory in Consumer Researc | - |
| dc.identifier.citation | Kevin Lane Keller (1993). Pirámide de valor de marca | - |
| dc.identifier.uri | https://bibliotecadigital.iue.edu.co/jspui/handle/20.500.12717/3327 | - |
| dc.description.abstract | El desempeño de este papel es fundamental en el fortalecimiento y definición de la identidad de la marca. Tener la capacidad para el desarrollo e implementación de estrategias de marketing centradas en la autenticidad de la empresa, así como tener habilidad para realizar investigaciones de mercado y analizar tendencias, permite identificar oportunidades para diferenciar a Maestranza en el mercado inmobiliario. Además, mantener comunicación con el equipo de ventas asegura que las estrategias implementadas contribuyan efectivamente al fortalecimiento de la percepción de la marca. | spa |
| dc.description.abstract | The performance of this role is fundamental in strengthening and defining the brand identity. Having the ability to develop and implement marketing strategies focused on the authenticity of the company, as well as having the ability to conduct market research and analyze trends, allows us to identify opportunities to differentiate Maestranza in the real estate market. Furthermore, maintaining communication with the sales team ensures that the strategies implemented effectively contribute to strengthening brand perception. | eng |
| dc.description.tableofcontents | Aspectos generales de la práctica -- Objetivos -- Justificación de la práctica -- Propuesta para la agencia -- Desarrollo de la propuesta -- Conclusiones -- Recomendaciones | spa |
| dc.format.extent | 21 páginas | spa |
| dc.format.mimetype | application/pdf | spa |
| dc.language.iso | spa | spa |
| dc.publisher | Institución Universitaria de Envigado | spa |
| dc.relation | info:eu-repo/semantics/article | spa |
| dc.rights | info:eu-repo/semantics/restrictedAccess | spa |
| dc.rights.uri | https://creativecommons.org/licenses/by-nd/4.0/ | spa |
| dc.source | Institución Universitaria de Envigado | spa |
| dc.source | RI-IUE | spa |
| dc.title | Identidad Maestranza | spa |
| oaire.version | http://purl.org/coar/version/c_b1a7d7d4d402bcce | spa |
| dc.publisher.faculty | Facultad de Ciencias Empresariales | spa |
| dc.publisher.place | Envigado, Colombia | spa |
| dc.rights.creativecommons | https://creativecommons.org/licenses/by/4.0/ | spa |
| dc.rights.creativecommons | Atribución-NoComercial-SinDerivadas 2.5 Colombia | - |
| dc.type.coar | http://purl.org/coar/resource_type/c_2df8fbb1 | spa |
| dc.type.driver | info:eu-repo/semantics/article | spa |
| dc.type.driver | info:eu-repo/semantics/bachelorThesis | - |
| dc.type.local | Artículo de investigación | spa |
| dc.type.version | http://purl.org/coar/version/c_b1a7d7d4d402bcce | - |
| thesis.degree.name | Profesional en Mercadeo | spa |
| thesis.degree.level | Pregrado | spa |
| thesis.degree.discipline | Facultad de Ciencias Empresariales. Mercadeo | spa |
| thesis.degree.grantor | Institución Universitaria de Envigado IUE | spa |
| dc.rights.accessrights | http://purl.org/coar/access_right/c_14cb | spa |
| dc.subject.proposal | Identidad | spa |
| dc.subject.proposal | Autenticidad | spa |
| dc.subject.proposal | Mercadeo | spa |
| dc.subject.proposal | Identity | eng |
| dc.subject.proposal | Authenticity | eng |
| dc.subject.proposal | Marketing | eng |
| oaire.accessrights | http://purl.org/coar/access_right/c_14cb | spa |
| Appears in Collections: | Mercadeo | |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 12 F-DO-0025 DANNA LUCIA RODRIGUEZ.pdf Restricted Access | 495.25 kB | Adobe PDF | View/Open Request a copy |
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