{"id":18912,"date":"2002-12-09T00:00:00","date_gmt":"2002-12-09T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/la-influencia-de-la-promocion-de-ventas-en-el-consumidor-evidencias-empa%c2%adricas-en-los-mercados-de-consumo\/"},"modified":"2002-12-09T00:00:00","modified_gmt":"2002-12-09T00:00:00","slug":"la-influencia-de-la-promocion-de-ventas-en-el-consumidor-evidencias-empa%c2%adricas-en-los-mercados-de-consumo","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-economicas\/la-influencia-de-la-promocion-de-ventas-en-el-consumidor-evidencias-empa%c2%adricas-en-los-mercados-de-consumo\/","title":{"rendered":"La influencia de la promoci\u00f3n de ventas en el consumidor. evidencias emp\u00edricas en los mercados de consumo"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Francisco Javier Villalba Merlo <\/strong><\/h2>\n<p>Con la presente investigaci\u00f3n tratamos de analizar la influencia que tienen las actividades de promoci\u00f3n de ventas en el comportamiento del consumidor, con el objetivo de proponer un modelo de gesti\u00f3n promocional. la estructura de la tesis est\u00e1 compuesta por cinco partes, en la primera denominada \u00abmarco conceptual de la promoci\u00f3n de ventas\u00bb situamos nuestro objeto de estudio dentro de la gesti\u00f3n comercial de la empresa, planteando un nuevo esquema de relaciones entre la promoci\u00f3n de ventas y el marketing &#8211; mix.  en la segunda, titulada \u00abla influencia de la promoci\u00f3n de ventas en el comportamiento del consumidor\u00bb, analizamos como afectan las acciones promocionales en el proceso de aprendizaje y en la relaci\u00f3n de fidelidad del consumidor con una marca. Adem\u00e1s analizamos los beneficios que un consumidor percibe por participar en una promoci\u00f3n.  en la tercera parte, \u00abla promoci\u00f3n de ventas. Evidencias emp\u00edricas en los mercados de consumo\u00bb, se contrastan emp\u00edricamente las hip\u00f3tesis que han sido planteadas como consecuencia del an\u00e1lisis realizado en las partes i y ii.  en la cuarta parte, \u00abpropuesta de un nuevo enfoque de gesti\u00f3n promocional\u00bb, se presenta el modelo de gesti\u00f3n propuesto para nuestro objeto de estudio.  finalmente, en la quinta y \u00faltima parte se recogen de forma sintetizada las conclusiones m\u00e1s relevantes de nuestra investigaci\u00f3n, tanto las relativas al marco conceptual analizado como las referidas al estudio emp\u00edrico.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>La influencia de la promoci\u00f3n de ventas en el consumidor. evidencias emp\u00edricas en los mercados de consumo<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 La influencia de la promoci\u00f3n de ventas en el consumidor. evidencias emp\u00edricas en los mercados de consumo <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Francisco Javier Villalba Merlo <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Pa\u00eds vasco\/euskal herriko unibertsitatea<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 12\/09\/2002<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Francisco Javier Maqueda Lafuente<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: enrique Martin armario <\/li>\n<li>enrique Bigne alca\u00f1iz (vocal)<\/li>\n<li>Jos\u00e9 Antonio Varela gonzalez (vocal)<\/li>\n<li>francisca Parra guerrero (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Francisco Javier Villalba Merlo Con la presente investigaci\u00f3n tratamos de analizar la influencia que tienen las actividades [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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