La Era Del Acceso
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| Author | : Jeremy Rifkin |
| Publisher | : Grupo Planeta (GBS) |
| Total Pages | : 368 |
| Release | : 2000 |
| Genre | : Business & Economics |
| ISBN | : 9788449309410 |
Imaginese que un dia se despierta y se encuentra con que practicamente todas las actividades que puede desarrollar fuera de su entorno familiar se han convertido en experiencias B+de pagoB; . Pues bien, segun Jeremy Rifkin, este panorama desolador formaria parte de un cambio fundamental que se esta produciendo en la naturaleza de los negocios: la irrupcion de la B+era del accesoB; , una epoca radicalmente distinta a todo lo que conociamos hasta ahora. En la economia hipercapitalista, comprar cosas en los mercados y tener propiedades son algo obsoleto, pues lo que se impone como norma es el acceso B+puntualB; a casi toda clase de servicios a traves de las inmensas redes comerciales que operan en el ciberespacio. Ha llegado un momento en que pagamos mas por la experiencia de usar cosas -en forma de suscripciones, cuotas de ingreso y anticipos de pago-- que por las cosas en si mismas. En todas partes las empresas venden sus propiedades y reducen su inventario, arriendan sus equipamientos y subcontratan las actividades: es decir, se vuelven B+ingravidasB; . Y la posesion de bienes fisicos, antano considerada un activo valioso, es contemplada ahora, en el ambito empresarial, como una desventaja. A partir de todo esto, Rifkin afirma que la aventura capitalista, que comenzo con la mercantilizacion de bienes y la tenencia de propiedades, llega a su culminacion con la mercantilizacion del tiempo y la experiencia humana. Y de ahi a un sistema sustentado en la venta de la propia experiencia cultural solo hay un paso. Los viajes y el turismo global, las ciudades y los parques tematicos, la moda y la cocina, los juegos y los deportes, la musica, el cine, la television e incluso las causas socialesestan convirtiendose rapidamente en el centro de una economia cuyo objetivo comercial ba
| Author | : Damian Arias - Matos |
| Publisher | : Palibrio |
| Total Pages | : 453 |
| Release | : 2012-05 |
| Genre | : History |
| ISBN | : 1463303203 |
"Esta compilaciaon de artaiculos que fueron publicados por el autor en los diarios, La Informaciaon de Santiago, Diario Libre y en 'Clave Digital' entre Julio de 2007 hasta la desapariciaon de este aultimo en Agosto de 2010, contiene una selecciaon de temas nacionales e internacionles."
| Author | : Juan A. Roche Cárcel |
| Publisher | : Springer Nature |
| Total Pages | : 220 |
| Release | : 2021-10-15 |
| Genre | : Social Science |
| ISBN | : 3030848388 |
This book defends that the pursuit of originality constitutes one of the most important characteristics of creativity, but that originality refers, etymologically, to both origin and originary. Hence, the book is structured into two parts, dedicated, respectively, to the creative categories of origin and the creative categories of originary. Within the former are creation myths, games – the origin of all cultural activity, the dialectic chaos-order, axial civilizations – the germ of our time, and the struggle between generations – a factor of social transformation, and, within the second, creative capitalism, creative work in the context of the global economy of risk and uncertainty, and representative democracy. However, these two concepts are not isolated, but deeply interrelated, in a way that explains how creative originality builds a temporal narrative. It has been dislocated in late modernity and, with it, creativity has been broken.
| Author | : Joaquín de Aguilera Moyano |
| Publisher | : ESIC Editorial |
| Total Pages | : 404 |
| Release | : 2016-01-11 |
| Genre | : Business & Economics |
| ISBN | : 841646264X |
«El marketing tradicional no está funcionando». Con esta contundencia y precisión describe el gran maestro del marketing moderno, Philip Kottler, la situación a la que nos enfrentamos quienes, profesional o académicamente, nos ocupamos de esta disciplina. El marketing tradicional, desarrollado sobre todo a partir de los años sesenta, hoy aparece como un anciano irreconocible. Estamos en un nuevo contexto que exige nuevas comunicaciones de marketing centradas en la creación y distribución de unos contenidos tan relevantes para el consumidor que sea él mismo quien decida acceder libremente a ellos. Algunas marcas han elegido la producción de entretenimiento como vehículo de transmisión de sus mensajes de marca, aplicando los conocimientos de la industria del entretenimiento a la creación de unos contenidos propios, al servicio de los valores de la marca, capaces de despertar deseos y emociones por sí mismos. Estas marcas, han optado por el branded entertainment: contenido de entretenimiento, creado y producido por una marca, lo suficientemente interesante y atractivo como para que su público lo elija frente a otros productos de entretenimiento. En este libro, se profundiza en el conocimiento del branded entertainment; una herramienta de comunicación comercial que debe alcanzar un adecuado equilibrio entre la identificación de la marca y la capacidad del contenido creado para proporcionar una experiencia positiva para el consumidor. A través de sus páginas se van desgranando las características del branded entertainment y, mediante los ejemplos, se ponen de relieve las posibilidades de esta técnica capaz de llegar al consumidor como nunca antes se había logrado. Ha llegado el momento de decir adiós a la interrupción de contenidos elegidos para el consumidor, forzándole a ver publicidad que no desea, y de dar la bienvenida al branded entertainment, contenidos relevantes para el consumidor, que él mismo elige, distribuidos por una marca. ÍNDICE (Casi) todo está cambiando.- El marketing postmoderno.- La comunicación en el marketing postmoderno: los mensajes híbridos.- Branded content.- Content marketing.- Branded entertainment.- Situación actual del branded content en España.- Publicidad nativa.- El selfie de Ellen DeGenere.
| Author | : A. Kaufmann |
| Publisher | : Springer |
| Total Pages | : 191 |
| Release | : 2008-04-30 |
| Genre | : Business & Economics |
| ISBN | : 0230594093 |
An exploratory study, based on group discussions and in-depth interviews of real managers, that examines different aspects of the life cycle to clarify why so few women get to the top. It offers advice on how to establish priorities, and explores existing stereotypes within organizations regarding women in upper management.
| Author | : Lucia Santaella |
| Publisher | : Editorial San Pablo |
| Total Pages | : 254 |
| Release | : |
| Genre | : |
| ISBN | : 9587158717 |
| Author | : Teresa Rodriguez de las Heras Ballell |
| Publisher | : Routledge |
| Total Pages | : 586 |
| Release | : 2009-09-10 |
| Genre | : Law |
| ISBN | : 1135214638 |
The topics addressed in this book have traditionally been covered in separate publications on civil and commercial law. This dualism of regimes has made it difficult for students and professionals alike to comprehend Spanish private law as a whole. In the past this has led to inefficient duplication of explanations, gaps in key areas and an altogether fragmented picture. Introduction to Spanish Private Law presents a consolidated, modern, and realistic image of today’s Spanish private legal system. It combines both civil and commercial law and integrates them in the same book, making the overall subject far more accessible to readers. This united approach results in a more logical and efficient process of learning. Finally the issues that are addressed reflect the reality of today’s economic and legal scene. This book attempts to provide the readers with the necessary legal instruments to tackle the real problems arising from a globalized modern society. The general principles in this book are presented from a practical point of view that emanates from the authors’ conception of a legal system as an instrument to solve social problems in accordance with a set of principles, values and aims.
| Author | : Hernández-Santaolalla, Víctor |
| Publisher | : IGI Global |
| Total Pages | : 457 |
| Release | : 2020-04-24 |
| Genre | : Business & Economics |
| ISBN | : 1799831205 |
As media evolves with technological improvement, communication changes alongside it. In particular, storytelling and narrative structure have adapted to the new digital landscape, allowing creators to weave immersive and enticing experiences that captivate viewers. These experiences have great potential in marketing and advertising, but the medium’s methods are so young that their potential and effectiveness is not yet fully understood. Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies is a collection of innovative research that explores transmedia storytelling and digital marketing strategies in relation to audience engagement. Highlighting a wide range of topics including promotion strategies, business models, and prosumers and influencers, this book is ideally designed for digital creators, advertisers, marketers, consumer analysts, media professionals, entrepreneurs, managers, executives, researchers, academicians, and students.
| Author | : Adrian Scribano |
| Publisher | : Springer |
| Total Pages | : 213 |
| Release | : 2019-03-18 |
| Genre | : Political Science |
| ISBN | : 3030123065 |
This volume provides a multidisciplinary perspective on a set of transformations in social practices that modify the meaning of everyday interactions, and especially those that affect the world of labour. The book is composed of two types of texts: some dedicated to exploring the modifications of labour in the context of the ‘digital age’, and others that point out the consequences of this era and those transformations in the current social structuration processes. The authors examine interwoven possibilities and limitations that act in renewed ways to release/repress the creative energy of human beings, just a few of the potential paths for investigating the connections between work and society that are nowadays involved in the battle of sensibilities.
| Author | : Karin Wilkins |
| Publisher | : Routledge |
| Total Pages | : 217 |
| Release | : 2013-09-11 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1135010978 |
This volume interrogates what "global" means in the context of "communication," and who benefits from global communication practices and industries. Emerging scholars contribute their unique perspectives in communication scholarship, charting innovative directions for research that connects empirical evidence with pressing questions of social significance. This critical reflection leads to considering problems that result from the way global communication becomes mobilized, in the practice of journalism and development as well as the ICT industry. Global Communication defines the term "globalization," through understanding the cultural geography of global, regional, national, and local media. Critical evaluations of media production, distribution, and consumption practices, within cultural contexts, offer insights into how people "mediate" the global. Chapters draw attention to communications in Latin America, the Arab World, and South Asia, complicating territorial boundaries and exploring how local audience and industry practices work within global as well as local configurations.
