Casos de marketing público y no lucrativo - Casos de Marketing Público e Não Lucrativo
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Casos de marketing público y no lucrativo - Casos de Marketing Público e Não LucrativoLatinoamerican Section of the International Association on Public and NonProfit Marketing (IAPNM LATAM) Perú - Research Group on Marketing and Operative Research (MIO), University of León (Spain) - Research Center for Business Sciences (NECE) University of Beira Interior (Portugal) - Institute of Business Studies (IBS) University of Szeged (Hungary) - Chair of Global Food Governance Studies, University of Oviedo (Spain)en-USCasos de marketing público y no lucrativo - Casos de Marketing Público e Não Lucrativo2530-3422Editorial
https://casos-aimpn.org/index.php/casos/article/view/261
<p>Editorial</p>Dora Agapito Manuela Guerreiro Arminda Maria do Paço
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2023-01-292023-01-2910111El verano también es nuestro
https://casos-aimpn.org/index.php/casos/article/view/264
<p>En el verano de 2022 el Instituto de las Mujeres, un organismo público adscrito al Ministerio de Igualdad lanzó la campaña “El verano también es vuestro”. Para la difusión de la campaña se creó un cartel en el que se usaron sin permiso imágenes de modelos que posteriormente serían retocadas sin conocimiento de las mismas. La polémica surgida provocaría una ola de reacciones tanto en las redes sociales como en la prensa tradicional tanto en España como en el extranjero. En el caso se pretende estudiar el papel de los distintos agentes que se han visto envueltos en esta polémica, especialmente de las administraciones públicas. Además, se tratará de estudiar la forma en la que los distintos medios de comunicación han tratado el caso y sus intereses y motivaciones con respecto al mismo.</p>Sara Santos GrandaAlejandro Sánchez EstebanLaura González MonteroAbraham Hermida Ogando
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2023-01-292023-01-29101211Alimerka's green strategy
https://casos-aimpn.org/index.php/casos/article/view/265
<p>Alimerka is a Spanish company dedicated to food distribution, founded 35 years ago in Asturias. Over the years, it has been expanding to other autonomous communities to exceed 6000 employees and almost 170 supermakets. Alimerka’s green marketing policies began years ago and today cover different aspects such as energy efficiency, ecological products, the reduction of plastic bags, the implementation of biodegradable bags when it is essential to use them and distribution, an aspect in which the company is leading. The carbon footprint generated by the distribution sector in Spain is enormous: that is why Alimerka wants to reduce it through the use of cleaner energy, transforming its vehicle fleets and generating its own self-sufficiency. The objectives pursued by the company are to minimize the impact on its environment and generate value for society, especially in rural and local areas.</p>José Luis Vázquez BurgueteLucía Valero MansoJulia Yang Castro Robles Manuel Cendón de la Mata Marcelo Mendoza Alonso
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2023-01-292023-01-291011222The role of digital marketing in the defense of human rights: the case of Memorial
https://casos-aimpn.org/index.php/casos/article/view/266
<p>Over the years, marketing has been progressing and using new communication techniques and tools. Besides companies, NGO´S have been betting on marketing as a strategy to promote their work. Digital marketing, with the evolution of the internet, has become essential for their promotion, mainly through the use of social networks and institutional websites. Through the case study of the NGO Memorial, which works in the defense of human rights, we intend to understand the importance of the use of digital marketing tools in achieving the mission of this NGO. Digital marketing presents itself as an important resource in strengthening its social brand, allowing it to increase its ability to attract people to its cause.</p>Arminda Maria inisterra do PaçoJoana CabralDiana LourençoSusana Carvalho
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2023-01-292023-01-291012334The Role of Social and Digital Marketing in Heineken's Worlds Apart Campaign
https://casos-aimpn.org/index.php/casos/article/view/267
<p>Heineken is a Dutch beer brand founded in 1863 by Gerald Adriaan Heineken. The company pointed a problem in society, specifically, people with different points of view couldn’t enjoy a moment where they can share their different opinions that for them was a taboo theme. So, Heineken has promoted a campaign</p> <p>– “Worlds Apart”, that consisted in inviting people with opposite points of view to try to find something in common before revealing what their divergent opinions were, where the promotion of their well-being was associated to enjoying the quality and freshness of Heineken beer. This assignment explains this marketing actions, which we conclude that the relevant role of social marketing about social changes and digital marketing, in the wider spread of ideas and reaching a higher number of people.</p>Maria Antónia RodriguesPaulo Gonçalves Catarina Brandão Inês Rodrigues Inês Ferreira Luís Pinto Tiago Rela
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2023-01-292023-01-291013546Algarve Craft & Food: A Creative and Responsible Tourism Initiative
https://casos-aimpn.org/index.php/casos/article/view/269
<p><em>Algarve Craft & Food</em> is a recent project taking place in the Algarve region, in the south of Portugal. The initiative focuses on developing creative programs for tourists, with a sustainable and responsible approach, thus respecting and including the local communities while preserving their culture and heritage. The main objective of this study is to describe the project and what has been achieved as of today, as well as its impacts on society.</p>Dora AgapitoJoão MinistroFanny Guillot Miriam Rueda Nery Barboza Mirko MarianiRaquel Martins
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2023-01-292023-01-291014759Teaching case: AIRBNB
https://casos-aimpn.org/index.php/casos/article/view/270
<p>We could say that no company embrace such amount of innovation quite like Airbnb, born in 2008, the company holds a platform, where hots advertise their apartments and guests book their sojourn. With a unique business model regarding online marketing, it has certainly contributed to its impresive growth, becoming leaders in the industry. The brand undertakes a series of campaings ranging over different types as well as several successful digital marketing strategies, including those we have go into detail. The company developed in 2017 one of its key campaign, where they promote its commition to honouring diversity and fighting prejudice. It´s worth mentioning the Airbnb`s influencers marketing, in which the brand is undergoing during the last years.</p>Ana Lanero Carrizo César Sahelices Pinto Pablo Ferrero Martínez Sergio Aller AriasAlejandro Bayo BoceroAntonio Cortiñas Bermúdez
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2023-01-292023-01-291014754