Corporate Reputation, CSR, and CRM: Key Strategies
Corporate Reputation Ranking
1. RepTrak: Based on the Fombrun model, the Reputation Institute is an international standard.
- Proportional sample to the population according to country.
- In Spain: Over 8,000 interviews (familiar with each company), over 32,000 total evaluations, and participants must answer at least 3/4 of the questions.
- Continuous data collection (timeless).
- Sample of companies: 282 (132 chosen for being the most relevant to the general public) plus relevant companies by billing and international
Human Resources Management and Organizational Strategy
Definition of Human Resources Management (HRM)
Human Resources Management (HRM) is the strategic approach to the management of an organization’s most valued assets: its people.
HRM Mark 1: The Generic Term
The role of human resource functions is explained by identifying four key objectives:
1. Staffing Objectives
- Ensuring that the business is adequately staffed and able to meet its HR needs.
- Designing organization structures, identifying types of contracts for different groups of employees.
- Recruiting,
Logical Framework Approach in Project Management
Logical Framework Approach
Introduction
The Logical Framework Approach (LFA) is a project planning methodology. It’s a strategy for implementing projects based on objectives, integrating a set of methods and tools to systematically address each phase of the project lifecycle. The use of LFA is not limited to international cooperation; it is constantly being applied in other fields of public intervention, such as local development, social affairs, health, and education. Its spread is related to at
Read MoreService Sector in India: Growth and Opportunities
Definition of Service
A service is an intangible act, process, or performance that one party offers to another to fulfill a need or want. Unlike physical goods, services do not result in ownership; instead, they provide value through expertise, effort, or convenience.
Scope of Service
The scope of service is broad and spans multiple sectors, including but not limited to:
- Business Services – Consulting, marketing, legal, financial, and IT services that help organizations operate efficiently.
- Consumer
Promotional Mix, Marketing Communication, and Service Marketing
Promotional Mix Elements and Their Differences
The promotional mix encompasses various elements designed to reach a target audience effectively:
- Advertising: Non-personal communication from an identified sponsor to promote ideas, goods, or services through paid media.
- Mediums: TV (low reach), Radio, Press, Outdoor (highly effective), Cinema (less common), Internet (highly effective).
- Sales Promotion: Marketing techniques used tactically to add value and stimulate sales.
- Actions: Discounts, sales contests,
Marketing Evolution: From 1.0 to 4.0 and Beyond
Marketing Strategies
Marketing 1.0
Massive strategic focus on the product.
Marketing 2.0
Emotional and sensorial marketing. The focus shifted to the customer, and strategy began to gain importance over tactics. Positioning and differentiation became key.
Marketing 3.0
Green marketing, collaborative. Self-fulfillment needs (Maslow’s pyramid). Marketing focused on values.
Marketing 4.0
Omnichannel, programmatic.
Omnichannel is a cross-channel content strategy that organizations use to improve their user experience.
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