The marketing plan

Javier Parra
264
In the marketing plan, the analysis, the strategies and the resulting decisions are specified. These proposals for plan study, implementation and control do not follow a strict order but are an iterative, circular and sequential process. In the planning stage, the analysis is carried out, the strategy is chosen, and…
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Competitive Strategies: Characterisation according to Miles and Show (1978)

Javier Parra
237
When developing competitive strategies, it is necessary to maintain a balance between the interests of consumers and the actions of competitors. Explicit consideration of the position and behaviour of competitors and the definition of the attitude towards them is essential in choosing a strategy. Components of competitive strategies This classification…
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Origins of Google Ads

Javier Parra
351
The origins of Google Ads date back to 1996. The small company founded by Bill Gross, a company dedicated to online advertising whose name was Idealab (a company that unknowingly was destined to change digital advertising). After two years of research, Bill Gross's team created and launched GoTo.com, whose business…
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Introduction to Google Ads

Javier Parra
359
Companies have always needed to find their potential customers and customers need to find the companies that best suit their needs. To solve this, there are various methods with different levels of effectiveness, such as e-mails, print advertising, radio ads, TV ads, online ads and so on. For the latter,…
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