{"id":4438,"date":"1994-01-01T00:00:00","date_gmt":"1994-01-01T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/1994\/01\/01\/centrales-de-compra-de-medios\/"},"modified":"1994-01-01T00:00:00","modified_gmt":"1994-01-01T00:00:00","slug":"centrales-de-compra-de-medios","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-economicas\/centrales-de-compra-de-medios\/","title":{"rendered":"Centrales de compra de medios"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Francisco Javier P\u00e9rez Latre <\/strong><\/h2>\n<p>Este trabajo estudia las centrales de compra, un tipo de agencia publicitaria que surge en el principio de la decada de los sesenta. Sus origenes pueden encontrarse en los inicios de la publicidad: dondequiera que se difunde un mensaje publicitario, existe gestion de espacios de un modo u otro. Por eso, se estudia la historia de la compra de medios. La razon de ser de las centrales de compra tiene una explicacion similar a la de cualquier relacion comercial en el mercado. Sus profesionales actuan como intermediarios, adquiriendo significativos volumenes de espacio para comprar al mejor precio posible, y conseguir mayores beneficios de las comisiones y honorarios que obtienen de medios de comunicacion y anunciantes.  de acuerdo con las directrices que marca la comision de las comunidades europeas en su \u00ablibro verde\u00bb sobre concentracion de medios, puede decirse que aunque no exista en todos los mercados un alto nivel de concentracion en favor de las centrales de compra, estas ocupan posicion de privilegio en la practica totalidad de los mercados europeos. Francia y espa\u00f1a son los paises donde el nivel de concentracion es mas elevado. La ley sapin, recientemente aprobada por el parlamento galo es la primera regulacion especifica de la compra de medios en europa y se analiza tambien en esta tesis.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Centrales de compra de medios<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Centrales de compra de medios <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Francisco Javier P\u00e9rez Latre <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Navarra<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 01\/01\/1994<\/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>Alfonso Nieto Tamargo<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: Jos\u00e9 Ram\u00f3n S\u00e1nchez Guzm\u00e1n <\/li>\n<li> Leon Saenz De Ybarra Jos\u00e9 Luis (vocal)<\/li>\n<li>Mario Herreros Arconada (vocal)<\/li>\n<li>Miguel Urabayen Cascante (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Francisco Javier P\u00e9rez Latre Este trabajo estudia las centrales de compra, un tipo de agencia publicitaria que 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