{"id":89387,"date":"2018-03-10T00:14:33","date_gmt":"2018-03-10T00:14:33","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/fundamentos-para-la-gestion-y-direccion-de-ventas-en-publicidad-la-empresa-publicitaria-y-la-actividad-comercial-ante-un-nuevo-marco-relacional\/"},"modified":"2018-03-10T00:14:33","modified_gmt":"2018-03-10T00:14:33","slug":"fundamentos-para-la-gestion-y-direccion-de-ventas-en-publicidad-la-empresa-publicitaria-y-la-actividad-comercial-ante-un-nuevo-marco-relacional","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-economicas\/fundamentos-para-la-gestion-y-direccion-de-ventas-en-publicidad-la-empresa-publicitaria-y-la-actividad-comercial-ante-un-nuevo-marco-relacional\/","title":{"rendered":"Fundamentos para la gesti\u00f3n y direcci\u00f3n de ventas en publicidad.- la empresa publicitaria y la actividad comercial ante un nuevo marco relacional."},"content":{"rendered":"<h2>Tesis doctoral de <strong> Pedro Pablo Guti\u00e9rrez Gonz\u00e1lez <\/strong><\/h2>\n<p>Fundamentos para la gesti\u00f3n y direcci\u00f3n de ventas en publicidad. La empresa publicitaria y la actividad comercial ante un nuevo marco relacional.  la tesis referenciada es un trabajo de investigaci\u00f3n y documentaci\u00f3n emp\u00edrica que aborda cuatro apartados fundamentales: la definici\u00f3n y a cotaci\u00f3n de la empresa publicitaria, con atenci\u00f3n espec\u00edfica a sus departamentos y desempe\u00f1os comerciales; la actividad vendedora de productos publicitarios, sus t\u00e9cnicas y vanguardias desde \u00f3pticas de marketing relacional, fidelizaci\u00f3n y atenci\u00f3n al cliente, la direcci\u00f3n de ventas de publicidad, t\u00e9cnicas de gesti\u00f3n de personal y equipos, selecci\u00f3n y formaci\u00f3n de los mismos, y un apartado especial dedicado a las nuevas tecnolog\u00edas, desde el punto de vista del producto publicitario para internet, tipolog\u00eda, caracter\u00edsticas, posibilidaes de segmentaci\u00f3n y tarifas.  se trata de un trabajo con amplia aportaci\u00f3n emp\u00edrica y profusa documentaci\u00f3n bibliogr\u00e1fica,que persigue el establecimiento de un sistema de trabajo para una actividad habitualmente asit\u00e9mcia, plagada de improvisaci\u00f3n y carente de fundamentos b\u00e1sicos de comunicaci\u00f3n. Por otro lado se propugna la actividad comercial, como posibilidad laboral para los licenciados en carreras de comunicaci\u00f3n, que aporten a dichos departamentos un estilo distinto en calidad y profundidad.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Fundamentos para la gesti\u00f3n y direcci\u00f3n de ventas en publicidad.- la empresa publicitaria y la actividad comercial ante un nuevo marco relacional.<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Fundamentos para la gesti\u00f3n y direcci\u00f3n de ventas en publicidad.- la empresa publicitaria y la actividad comercial ante un nuevo marco relacional. <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Pedro Pablo Guti\u00e9rrez Gonz\u00e1lez <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Complutense de Madrid<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 20\/03\/2001<\/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>Augusto Ventin Pereira<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: pedro Farias garcia <\/li>\n<li>Alberto Pena rodr\u00edguez (vocal)<\/li>\n<li>Manuel Fernandez areal (vocal)<\/li>\n<li>pedro Farias batlle (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Pedro Pablo Guti\u00e9rrez Gonz\u00e1lez Fundamentos para la gesti\u00f3n y direcci\u00f3n de ventas en publicidad. La empresa publicitaria [&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 center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[82,30877,1302,4827],"tags":[42522,186023,26106,44037,4830,129270],"class_list":["post-89387","post","type-post","status-publish","format-standard","hentry","category-ciencias-economicas","category-direccion-de-ventas","category-organizacion-y-gestion-de-empresas","category-publicidad","tag-alberto-pena-rodriguez","tag-augusto-ventin-pereira","tag-manuel-fernandez-areal","tag-pedro-farias-batlle","tag-pedro-farias-garcia","tag-pedro-pablo-gutierrez-gonzalez"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/89387","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/comments?post=89387"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/89387\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=89387"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=89387"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=89387"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}