Manuel Cuns

Universidade da Coruña | UDC · Faculty of Economics and Business

In recent years, mobile devices have burst into society, improving and transforming our lives and the vast majority of daily tasks. The appearance of the Smartphone has been a true revolution, expanding the limits of communications and relationships between different individuals and organizations, both public and private. Technological evolution an...

Neuromarketing is an emerging and increasingly influential area of research into consumer behaviour and the advertising and marketing of products and services. Neuroscience provides access to valuable information that cannot be obtained by traditional techniques, helping marketers to understand consumer behaviour and motivation in order to influenc...

The aim of this article is to examine the relationship marketing model and the concept of brand community based on a case study of the content platform and production company, Netflix. Relationship marketing places a strong focus on the strategic management of collaborative relationships with customers and other stakeholders as a way of creating an...

The current market environment is extremely competitive. In recent years, the increase in competition and competitiveness among companies has grown exponentially increasing the variety of products in the market, so the development of business strategies to ensure their long-term survival is increasingly complicated. In addition, the changes produc...

In an increasingly globalized society with a wide range of products, the profile of consumers has become more demanding. They do not react in the expected way before the traditional marketing tools, nor are they attracted to the news as it was previously; therefore, differentiate from other competitors, is a complex task. In addition, consumers dem...