Examinando por Materia "Libros"

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    El libro, salvavidas para el mundo
    (Universidad EAFIT, 2000) Giraldo G, Claudia Ivonne; Universidad EAFIT
    La pandemia nos enseñó grandes oportunidades y desarrollos, no solo en la forma de vernos y de comunicarnos, sino en las enormes potencialidades de lo digital y la permanencia del libro impreso, con sus nuevas fronteras por explorar, por ejemplo, los libros expandidos.
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    Plan de mercadeo para la empresa comercializadora de libros Happy Books
    (Universidad EAFIT, 2022) Vargas Vargas, Edilberto; Roldán Yepes, Raquel
    The commercialization of printed books in electronic commerce channels has presented significant growth in recent years as a result of two main factors. First, a greater literary offer that responds to the need that people have to further develop their cultural level. Second, the entertainment and education that printed books generated for families in times of COVID-19 confinement. Part of the growth in sales channels is due to the editorial, commercial and logistics development that participating companies in this sector have had. For this reason, it is of great importance that small and mid-size enterprises (SMEs) dedicated to this business in Colombia develop marketing plans that allow them to define the objectives set prior to an analysis of the market and to establish tactics and strategies aimed to generate traffic, increasing sales and retaining customers in their websites. To solve these actions, this document proposes to carry out a marketing plan for the company Happy Books in order to position its brand in the electronic book market commerce platforms in Colombia under a structured work model by EAFIT University. This model starts with a situational analysis and ends in the definition of objectives, strategies and tactics that lead to the definition of actions and means of control through management indicators. As a result, this document will deliver to the company a structured plan that allows it to follow defined strategies and thus be able to achieve the improvement of its sales and the positioning of its brand.