proyecto final de grado.page.titleprefix Modelo de predicción para optimización de inversiones en lanzamientos de marketing
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Date
2014
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Abstract
"He elegido este trabajo para realizar mi Proyecto Final ya que engloba de alguna manera mi área de trabajo actual con herramientas de alta utilidad que estudié en mi carrera. Particularmente encuentro una falencia dentro de mi día a día laboral que me incentivó a analizar en profundidad la posibilidad de ver si este proyecto era posible: En una industria con tantas trabas y dificultades a la hora de realizar actividades de marketing, poder dar mayor visibilidad para tomar decisiones de inversión.
Con ya casi cinco años de experiencia en tabacaleras y un fuerte entendimiento de la herramienta del Modelo de Adopción de Marcas, este desarrollo ayudará a priorizar no sólo las decisiones dentro de las áreas de marketing, si no a mí, como especialista en investigación de mercado, a poder asesorar mejor y entender mejor qué peso tiene cada variable para el desarrollo de un lanzamiento de productos."
"I have decided to do this Project since it somehow reflects a summary of both my work career and what I have studied in the University. I specifically find an issue in my everyday job that drove me into deep diving for a solution to a problema: In an industry with so many restrictions and difficulties when it comes to communicating a product launch, I’d try to offer more visibility to make better decisions in terms of how to invest marketing budget. With almost five years of experience in the tobacco industry, and a strong understanding of the Brand Adoption Model tool, this system will not only allow the marketing area to make better decisions, but it will also help me asses and learn better what variables weight more in developing a product launch."
"I have decided to do this Project since it somehow reflects a summary of both my work career and what I have studied in the University. I specifically find an issue in my everyday job that drove me into deep diving for a solution to a problema: In an industry with so many restrictions and difficulties when it comes to communicating a product launch, I’d try to offer more visibility to make better decisions in terms of how to invest marketing budget. With almost five years of experience in the tobacco industry, and a strong understanding of the Brand Adoption Model tool, this system will not only allow the marketing area to make better decisions, but it will also help me asses and learn better what variables weight more in developing a product launch."
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Keywords
MARKETING, ESTUDIO DE MERCADO, INVERSIONES, MARCAS, INDUSTRIA TABACALERA