Raquel Ayestarán CrespoUniversidad Francisco de Vitoria | UFV · Marketing
Raquel Ayestarán Crespo
PhD In Digital Business / Marketing. Contratado Doctor con Sexenio
About
56
Publications
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Introduction
Associate Profesor in Digital Transformation Marketing & Performance Enthusiast.
Innovation, data, analytics and metrics, for a Strategy Plan are my references in researchs.
I´m curious, interested in digital business, and to do easy the dificults topics as metrics, data over into strategy.
Additional affiliations
January 1993 - February 2010
Bertelsmann
Position
- 1
Description
- Jefe del equipo de MK y Comercial
Publications
Publications (56)
This paper studies the fashion film as a marketing tool through the study of the short film Europa II by Vogue. Initially, the research delves into fashion, the Vogue brand, the nature of fashion film as an advertising format, and the importance of brand partnerships. Next, an exploratory study seeks to identify the associations of the Vogue brand...
The aim of this paper is to gain a deeper understanding of fashion events marketing from a sponsor’s perspective and its influence on customers and society. We firstly seek to investigate what are the main marketing objectives of brands when they decide to sponsor fashion events; secondly, what are the main factors to enhance customer engagement wi...
The purpose of this research study is to analyze the exploratory study of the adoption of Bitcoin cryptocurrency based on blockchain technology and its use as a means of payment in companies. This research is exploratory in nature. As such, an adoption model was investigated using the technology acceptance model (TAM) which was extended with new va...
Resumen En el presente artículo se reflexiona sobre cómo el marketing, como disciplina, se relaciona con un aspecto que, más allá de la responsabilidad social corporativa, se antoja fundamental para toda empresa, como es su legitimación social, esto es, su necesidad de ser percibida como positiva e incluso como deseable por parte de los públicos, l...
The objective of this research is to investigate discovery learning in the university student, to verify that these educational methodologies were also effective in teaching marketing and, in addition, could respond to a social challenge. For this, an investigation was carried out in which, the Degree in Marketing and the Research Chair on Immigrat...
This article reflects on how marketing is related to an aspect that goes beyond corporate social responsibility and seems fundamental to any company, such as its social legitimacy, that is, its need to be perceived as positive and even as desirable by the public. It involves alignment with the principles and values of the context in which it is set...
Resumen En el presente artículo se reflexiona sobre cómo el marketing, como disciplina, se relaciona con un aspecto que, más allá de la responsabilidad social corporativa, se antoja fundamental para toda empresa, como es su legitimación social, esto es, su necesidad de ser percibida como positiva e incluso como deseable por parte de los públicos, l...
Issues such as seasonality, persistence and trends are examined in the series referring to the number of UK arrivals and departures using techniques based on fractional integration. This methodology is much more flexible than others based on integer degrees of differentiation and permits us to describe in a more general way the effects of shocks in...
Applied financial economics
La finalidad de esta investigación es comprender y profundizar en cómo perciben las mujeres a las mujeres protagonistas de las series de ficción, qué efecto producen en ellas y el modo en que el discurso feminista influye en sus preferencias, actitud y juicios. Se utiliza una metodología exploratoria basada en focus groups y análisis de contenido q...
The purpose of this article is to investigate customer orientation of service employees (COSE) in family businesses. This study elaborates on the perception and importance of COSE in family-owned companies. The paper also proposes new consequences of COSE in the context of family business. The research is based on a qualitative study comprised of 1...
Purpose:
This research investigates interfunctional coordination (IC) in a B-to-B context. More specifically, it explores the role of digitalization as a strategic driver for an effective IC.
Design/methodology/approach:
Following a qualitative methodology, three studies have been integrated: Study 1 (focus group with five participants); Study 2 (...
During the last decades, high intellectual abilities have been revealed as a decisive curricular factor that evidences the need to adapt content to students' characteristics. In Spain, various autonomous communities have designed programs that, through extraordinary activities, seek to respond to this demand and provide talented students with the a...
Durante las últimas décadas, las altas capacidades (AACC) se han desvelado como un determinante curricular que evidencia la necesidad de adaptar los contenidos a las características de los alumnos definidos por las mismas. En España, diversas comunidades autónomas han diseñado programas que, mediante actividades extraordinarias, persiguen responder...
Durante las últimas décadas, las altas capacidades (AACC) se han desvelado como un determinante curri-cular que evidencia la necesidad de adaptar los contenidos a las características de los alumnos definidos por las mismas. En España, diversas comunidades autónomas han diseñado programas que, mediante activida-des extraordinarias, persiguen respond...
Análisis del comportamiento del consumidor en base a fundamentos científicos y disciplinas de marketing.
Investigar y poner luz en debates sobre como funciona el cerebro y nos comportamos ante determinados estímulos, teniendo en cuenta a las personas y centrandonos en ellas de forma ética, como parte del propósito.
Marketing digital, analytics, data, SEo y SEM.
Fashion and luxury Channels and CRM.
Accesible tourism is an increasingly important market for destinations. Therefore, the objective of this research has been to discuss the implementation of the integrated in accesible tourism marketing. This has allowed us to determine the level of involvement of public and pirvate entities in its dissemination, what has led us to conclude that onl...
The impact of luxury brands on fashion in general
and on society requires a detailed study in the
constant search to understand how experience
influences the act of buying. With new marketing
strategies and the rise of flagship stores the
customer of luxury fashion brands requires personal
attention levels much higher than those provided in
other a...
One of the main challenges facing university education programs at the UFV (Universidad Francisco de Vitoria), and especially in the area of marketing, is to allow students to develop a comprehensive set of skills and knowledge that allow them to obtain excellent professional results in the future, as marketing managers of companies. At the same ti...
Congreso de innovación educativa:
Este proyecto generará un paper que será presentado en un congreso internacional de innovación docente.
Finalidad, objetivos y justificación del proyecto
En el proceso de construcción de las identidades de los jóvenes inmigrantes latinoamericanos que viven en un contexto cosmopolita como la sociedad madrileña int...
One of the main challenges facing university education programs at the UFV (Universidad Francisco de Vitoria), and especially in marketing, is to allow students to develop a comprehensive set of skills and knowledge that allow them to obtain excellent professional results in the future, as marketing managers of companies [1], [2], [3].
At the same...
“LA GAMIFICACIÓN COMO HERRAMIENTA DE FORMACIÓN INTEGRAL: UNA EXPERIENCIA DE EMPRENDIMIENTO A TRAVÉS DE UN SERIOUS GAME EN LA UFV”.
Uno de los principales desafíos a los que se enfrentan los programas de educación universitaria en la UFV (Universidad Francisco de Vitoria), y especialmente en el área de administración de empresas y marketing, es perm...
Gaming as a transversal tool for integral training centered in the person: A collaborative Experience of use of business simulator. International 10th Conference of Education Research and Innovation.
la Gamificación como herramienta transversal de formación integral: una experiencia de emprendimiento. X Jornadas Docentes en Economía. Mayo 2018.
La Planificación Estratégica es una herramienta necesaria para el cambio y de gran utilidad, así como oportuna en el actual momento de transformación que se vive a nivel mundial. El mayor uso de esta disciplina va a suponer una globalización en los planes de los anunciantes siendo más eficaces en sus estrategias 360o y en sus planificaciones y gest...
Strategic planning has undergone major changes since it began to be used in advertising agencies in the 60s. This manual takes a complete journey from the origin of the strategy, its planning and execution, to strategic thinking and design of strategies. Once at this point, it details how a general model for the development of the work of the strat...
Marketing Digital: Brands transformation
El Turismo en España es una actividad económica que genera ingresos batiendo records históricos de visitantes. Precisamente este estudio se centra en cómo los usuarios de internet se convierten en turistas que navegan por spain.info: el portal oficial amparado por la Marca España. Esto es posible, desde 2009, gracias a las actuales Tecnologías de l...
(2012-2015) AD Research ESIC Nº 13 Vol 13 · Primer semestre, enero-junio 2016 · págs. 90 a 115 Tourism in Spain is an economic activity that generates revenue beating historical records of visitors. Precisely this study focuses on how Internet users become tourists sailing by spain.info: the official site protected by Brand Spain. This is possible,...
Un Plan en medios Sociales o Social Media Plan (SMP), básicamente se compone de unos objetivos principales. Determinar los indicadores de rendimiento o KPI´s (como claves de desempeño financieras o no, utilizadas para cuantificar objetivos que reflejan el rendimiento de una organización, y que generalmente se recogen en su plan estratégico y logros...
It's not just telling a story. Is to make it a story to tell Raquel Ayestarán PhD in MK Digital, MK Digital Strategies Consultant, ESIC / UFV Teacher The Transmedia challenge and some keys to face it: One of the campaigns that has made the most noise this year is We are all Storytellers, from Google. Issued during the intermission of the Oscar gala...
The aim is to understand the impact of this very important issue both in communication processes and in the relationship of an organization with its environment (ORM) and, in the case of the brand, with its territory (SRM). This is essential for those responsible to differentiate these two levels.
That is why corporate communication 2.0 is defined...
Digital Transformation, Marketing, Digital, data, Metrics, Analytics, Customer
To be part of the process of the consumer mood to reach more customers and engage them. Approach of integrated MK as structure part of your methodology. Discover Insiths by data and metrics.
Stand out and create WOW moments in Digital and socila media channels.
Build a loyaltu funnel and customer base for moments of true.
Built relationships in a l...
https://www.esic.edu/editorial/planificacion-estrategica-y-gestion-de-la-publicidad
La Planificación Estratégica ha experimentado grandes cambios desde que empezó a emplearse en las agencias de publicidad en la década de los 60.
El presente manual hace un recorrido completo desde el origen de la estrategia, su planificación y ejecución, hasta llegar al pensamiento estratégico y al diseño de estrategias Integradas 360º, con Digita...
A Social Media Plan (SMP) basically consists of some main objectives: to determine the Key Performance Indicators (KPI) (as keys to financial or otherwise performance, used to quantify objectives that reflect the performance of an organiz ation and that are usually included in a strategic and achievement plan of the digital campaign according to th...
