{"id":97968,"date":"2018-03-11T10:18:40","date_gmt":"2018-03-11T10:18:40","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/licensing-cinematografico-gestion-empresarial-de-una-programa-de-licencia-de-merchandising-asociado-a-una-obra-cinematografica\/"},"modified":"2018-03-11T10:18:40","modified_gmt":"2018-03-11T10:18:40","slug":"licensing-cinematografico-gestion-empresarial-de-una-programa-de-licencia-de-merchandising-asociado-a-una-obra-cinematografica","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/licensing-cinematografico-gestion-empresarial-de-una-programa-de-licencia-de-merchandising-asociado-a-una-obra-cinematografica\/","title":{"rendered":"Licensing cinematografico : gesti\u00f3n empresarial de una programa de licencia de merchandising asociado a una obra cinematogr\u00e1fica."},"content":{"rendered":"<h2>Tesis doctoral de <strong> Reyes Massa Larrea <\/strong><\/h2>\n<p>Null el tema de estudio de esta investigaci\u00f3n, \u00c2\u00bflicensing cinematogr\u00e1fico: gesti\u00f3n empresarial de un programa de licencia de merchandising asociado a una obra cinematogr\u00e1fica\u00c2\u00bf expone el conocimiento de la realidad del negocio del cine, desde un aspecto es pec\u00edfico de la econom\u00eda y gesti\u00f3n empresarial de una programa de licencias de merchandising como modelo de negocio y no s\u00f3lo como herramienta de marketing. Se muestra la vinculaci\u00f3n y evoluci\u00f3n conjunta entre el \u00c2\u00bflicensing\u00c2\u00bf y las otras cinematogr\u00e1fic as desde la perspectiva hist\u00f3rica y tambi\u00e9n desde la perspectiva econ\u00f3mica aventurando una conexi\u00f3n si cabe aun m\u00e1s intensa en el futuro ya que el \u00c2\u00bflicensing\u00c2\u00bf supone una fuente importante de recuperaci\u00f3n de la inversi\u00f3n para la industria cinematogr\u00e1f ica as\u00ed como para los otros sectores industriales implicados en el proceso.  la tesis consta de dos partes. Una primera parte te\u00f3rica que pretende se\u00f1alar los par\u00e1metros del negocio, incluyendo la definici\u00f3n, la historia del licensing, sus tipolog\u00edas , la propuesta de clasificaci\u00f3n de productos licenciados y las herramientas necesarias para el ejercicio de un programa de licencia.   la segunda parte hace referencia a la gesti\u00f3n empresarial para llevar a cabo un programa de licencia comenzando con  la  definici\u00f3n de la estrategia,  los distintos procesos para la selecci\u00f3n de los licenciatarios m\u00e1s adecuados al programa as\u00ed como los elementos asociados desde la perspectiva legal, financiera o creativa para la puesta en marcha del programa de li cencia. la investigaci\u00f3n termina aplicando los par\u00e1metros te\u00f3ricos al modelo de la obra cinematogr\u00e1fica detallando las caracter\u00edsticas espec\u00edficas de estos programas, la particularidad de su gesti\u00f3n y el papel del \u00c2\u00bflicensing como fuente de explotaci\u00f3 n de la obra cinematogr\u00e1fica.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Licensing cinematografico : gesti\u00f3n empresarial de una programa de licencia de merchandising asociado a una obra cinematogr\u00e1fica.<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Licensing cinematografico : gesti\u00f3n empresarial de una programa de licencia de merchandising asociado a una obra cinematogr\u00e1fica. <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Reyes Massa Larrea <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Complutense de Madrid<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 14\/12\/2009<\/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>Adelaida Bolea De Anta<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: Jorge  (secretario) Clemente mediavilla <\/li>\n<li>  (vocal)<\/li>\n<li>  (vocal)<\/li>\n<li>  (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Reyes Massa Larrea Null el tema de estudio de esta investigaci\u00f3n, \u00c2\u00bflicensing cinematogr\u00e1fico: gesti\u00f3n empresarial de un [&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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