{"id":2192,"date":"2017-09-15T20:10:28","date_gmt":"2017-09-15T19:10:28","guid":{"rendered":"http:\/\/161.116.26.48\/investigadores\/grupos-investigacion-ub\/marqueting-investigacions-mercat\/"},"modified":"2022-04-11T07:57:41","modified_gmt":"2022-04-11T05:57:41","slug":"marqueting-investigacions-mercat","status":"publish","type":"page","link":"https:\/\/www.fbg.ub.edu\/es\/investigadores\/grupos-investigacion-ub\/marqueting-investigacions-mercat\/","title":{"rendered":"M\u00e0rqueting i investigacions de mercat"},"content":{"rendered":"

Presentaci\u00f3<\/h3>\n

El\u00a0 grup de recerca en M\u00e0rqueting i Investigacions de Mercats<\/em> de la Facultat d\u2019Economia i Empresa de la Universitat de Barcelona centra la seva activitat en la millora de l’aplicaci\u00f3 del m\u00e0rqueting a l’empresa mitjan\u00e7ant l’\u00fas de les noves tecnologies de la informaci\u00f3 i la comunicaci\u00f3 (TIC).<\/p>\n

QU\u00c8 FEM<\/h3>\n

Serveis<\/h4>\n
    \n
  • Investigaci\u00f3 de mercats<\/strong> tan quantitatius (enquestes) com qualitatius (focus group<\/em>).<\/li>\n
  • Estudi del comportament de consumidors<\/strong>: an\u00e0lisi dels insights <\/em>(motius de compra) fins a la comp Treball de confecci\u00f3 de la fitxa del producte.<\/li>\n
  • An<\/strong>\u00e0lisi de producte<\/strong>: pac<\/em>kaging<\/em>, an\u00e0lisi de portafolis de producte<\/li>\n
  • Branding <\/em><\/strong>(creaci\u00f3 de marques, posicionament, recerca en co-branding<\/em>…).<\/li>\n
  • T\u00e8cniques de co-creaci\u00f3<\/strong> de producte<\/li>\n
  • Estudis de customer relationship managment CRM<\/em><\/strong>(fidelitzaci\u00f3 de clients).<\/li>\n
  • Estrat\u00e8gies de \u201cpricing<\/em><\/strong>\u201d: an\u00e0lisi de costos, an\u00e0lisi de marges, estrat\u00e8gies i t\u00e8cniques de fixaci\u00f3 de preu<\/li>\n
  • Estudi de distribuci\u00f3: <\/strong>diagn\u00f2stic i propostes de millora (canals de venda, e-commerce<\/em>, multicanal, merchandising<\/em>, etc).<\/li>\n
  • Estrat\u00e8gies d\u2019internacionalitzaci\u00f3.<\/strong><\/li>\n
  • Estrat\u00e8gies de comunicaci\u00f3:<\/strong> an\u00e0lisi de pressupost per invertir i par\u00e0metres per tal de definir una xifra, comunicaci\u00f3 digital (online<\/em>), publicitat, m\u00e0rqueting directe, promoci\u00f3 de vendes, relacions p\u00fabliques, disseny del briefing <\/em>i el pla de comunicaci\u00f3.<\/li>\n
  • Comercialitzaci\u00f3:<\/strong> an\u00e0lisi de l\u2019equip comercial, an\u00e0lisi de llocs de treball, rendibilitat de la xarxes de vendes, formaci\u00f3 dels venedors, retribuci\u00f3 i motivaci\u00f3, t\u00e8cniques de lideratge d\u2019equips i coaching<\/em>.<\/li>\n<\/ul>\n

     <\/p>\n

    PER A QUI TREBALLEM<\/h3>\n

    Sectors industrials<\/h4>\n

    M\u00e0rqueting i TICs a l\u2019empresa; m\u00e0rqueting social; gran consum; serveis industrials;\u00a0 productes industrials.<\/p>\n

    El grup treballa en el disseny d\u2019una nova metodologia pel m\u00e0rqueting mitjan\u00e7ant l’\u00fas de les TICs i en l\u2019an\u00e0lisi de les possibilitats d\u2019aquest per contribuir a la millora del benestar social.<\/p>\n

    Clients<\/strong><\/p>\n

    Mercadona; Telef\u00f2nica; Novell; Puig; Fluidra<\/p>\n

    RESULTATS<\/h3>\n

    Publicacions rellevants<\/h4>\n
      \n
    • 2014 BIZBarcelona: El que has de saber del mercat abans d\u2019iniciar un negoci.<\/li>\n
    • 2014 Congreso Internacional de EMAC: Applying conjoint analysis to evaluate the feasibility of launching a new Mercadona clothing line.<\/em><\/em><\/li>\n
    • 2013 Un \u00a0m\u00e9todo \u00a0para \u00a0analizar \u00a0la \u00a0reputaci\u00f3n \u00a0online \u00a0de \u00a0la \u00a0marca \u00a0basado \u00a0en \u00a0un \u00a0\u00edndice \u00a0de verosimilitud. <\/em>Revista Electr\u00f3nica de Comunicaciones y Trabajos de ASEPUM. ISSN: 1575-605X.<\/li>\n
    • 2012 XII M\u00aa Luisa Sol\u00e9 Moro: Simposio Nacional de profesionales funerarios. Segmentaci\u00f3n emocional y posicionamiento de marca<\/em>. Bogot\u00e1, Colombia.<\/li>\n
    • 2012 The Technical Aplication of CRM in the Retail Sector During Times of Recession: The Case of Spain. <\/em>Publicado en el XXVI Congreso Nacional de AEDEM, Barcelona, junio.<\/li>\n
    • 2012 Arroyo-Ca\u00f1ada, F.J.; Gil-Lafuente, J. : Considerations of Interactive Digital\u00a0 Television as Advertising Media. Journal of Promotion Management<\/em>, 18(3), 306-318. ISSN: 1049-6491.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

      Presentaci\u00f3 El\u00a0 grup de recerca en M\u00e0rqueting i Investigacions de Mercats de la Facultat d\u2019Economia i Empresa de la Universitat…<\/p>\n","protected":false},"author":1,"featured_media":3794,"parent":1469,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-grupsrecerca.php","meta":{"_acf_changed":false,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"class_list":["post-2192","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.fbg.ub.edu\/es\/wp-json\/wp\/v2\/pages\/2192","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.fbg.ub.edu\/es\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.fbg.ub.edu\/es\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.fbg.ub.edu\/es\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.fbg.ub.edu\/es\/wp-json\/wp\/v2\/comments?post=2192"}],"version-history":[{"count":5,"href":"https:\/\/www.fbg.ub.edu\/es\/wp-json\/wp\/v2\/pages\/2192\/revisions"}],"predecessor-version":[{"id":13791,"href":"https:\/\/www.fbg.ub.edu\/es\/wp-json\/wp\/v2\/pages\/2192\/revisions\/13791"}],"up":[{"embeddable":true,"href":"https:\/\/www.fbg.ub.edu\/es\/wp-json\/wp\/v2\/pages\/1469"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.fbg.ub.edu\/es\/wp-json\/wp\/v2\/media\/3794"}],"wp:attachment":[{"href":"https:\/\/www.fbg.ub.edu\/es\/wp-json\/wp\/v2\/media?parent=2192"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}