Diversidad e inclusión en la industria de la belleza en las principales ciudades de Colombia: Bogotá y Medellín.
El objetivo del documento presente es analizar los efectos de las campañas de mercadeo sobre las ventas dentro de la industria de la belleza. Para esto, se realizo una extensa revisión bibliográfica donde se pudieron considerar diferentes conceptos claves que se utilizaran a través de la investigaci...
- Autores:
-
Suárez Schwarzber, Catalina
- Tipo de recurso:
- Fecha de publicación:
- 2021
- Institución:
- Colegio de Estudios Superiores de Administración
- Repositorio:
- Repositorio CESA
- Idioma:
- spa
- OAI Identifier:
- oai:repository.cesa.edu.co:10726/4206
- Acceso en línea:
- http://hdl.handle.net/10726/4206
- Palabra clave:
- 658.802 Temas generales de gestión de marketing
Administración de mercadeo - Investigaciones
Estrategias de mercadeo
Industrias de servicios
Análisis de mercadeo
Comunicación en mercadeo
- Rights
- License
- Acceso restringido
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| dc.title.spa.fl_str_mv |
Diversidad e inclusión en la industria de la belleza en las principales ciudades de Colombia: Bogotá y Medellín. |
| title |
Diversidad e inclusión en la industria de la belleza en las principales ciudades de Colombia: Bogotá y Medellín. |
| spellingShingle |
Diversidad e inclusión en la industria de la belleza en las principales ciudades de Colombia: Bogotá y Medellín. 658.802 Temas generales de gestión de marketing Administración de mercadeo - Investigaciones Estrategias de mercadeo Industrias de servicios Análisis de mercadeo Comunicación en mercadeo |
| title_short |
Diversidad e inclusión en la industria de la belleza en las principales ciudades de Colombia: Bogotá y Medellín. |
| title_full |
Diversidad e inclusión en la industria de la belleza en las principales ciudades de Colombia: Bogotá y Medellín. |
| title_fullStr |
Diversidad e inclusión en la industria de la belleza en las principales ciudades de Colombia: Bogotá y Medellín. |
| title_full_unstemmed |
Diversidad e inclusión en la industria de la belleza en las principales ciudades de Colombia: Bogotá y Medellín. |
| title_sort |
Diversidad e inclusión en la industria de la belleza en las principales ciudades de Colombia: Bogotá y Medellín. |
| dc.creator.fl_str_mv |
Suárez Schwarzber, Catalina |
| dc.contributor.advisor.spa.fl_str_mv |
van der Woude, David |
| dc.contributor.author.spa.fl_str_mv |
Suárez Schwarzber, Catalina |
| dc.contributor.orcid.none.fl_str_mv |
van der Woude, David [0000-0003-1682-9481] |
| dc.contributor.scopus.none.fl_str_mv |
van der Woude, David [57204114134] |
| dc.subject.ddc.spa.fl_str_mv |
658.802 Temas generales de gestión de marketing |
| topic |
658.802 Temas generales de gestión de marketing Administración de mercadeo - Investigaciones Estrategias de mercadeo Industrias de servicios Análisis de mercadeo Comunicación en mercadeo |
| dc.subject.lemb.spa.fl_str_mv |
Administración de mercadeo - Investigaciones Estrategias de mercadeo Industrias de servicios Análisis de mercadeo Comunicación en mercadeo |
| description |
El objetivo del documento presente es analizar los efectos de las campañas de mercadeo sobre las ventas dentro de la industria de la belleza. Para esto, se realizo una extensa revisión bibliográfica donde se pudieron considerar diferentes conceptos claves que se utilizaran a través de la investigación para comprender la relación que tienen las campañas de mercadeo con las ventas. La metodología para esta investigación fue cualitativa donde se realizaron cinco entrevistas y un focus group compuesto de siete participantes para poder tomar en cuenta la percepción de las personas pertenecientes a la industria de la belleza, en especifico de la cosmética, y el de los consumidores. Con lo mencionado anteriormente, se pudo evidenciar el gran impacto que están teniendo las campañas de mercadeo inclusivo y diverso dentro de las ventas. |
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2021 |
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2021-08-23T16:42:34Z |
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2021-08-20 |
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2090-06-30 |
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Tesis/Trabajo de grado - Monografía - Pregrado |
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info:eu-repo/semantics/bachelorThesis |
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http://purl.org/coar/resource_type/c_46ec |
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http://hdl.handle.net/10726/4206 |
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ADM / SU939d 2021 |
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reponame:Biblioteca Digital - CESA |
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repourl:https://repository.cesa.edu.co/ |
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spa |
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spa |
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Afful, A.A., Ricciardelli, R. (2015). Journal of Gender Studies. Shaping the online fat acceptance movement: talking about body image and beauty standards Amatulli, C., De Angelis, M., Stoppani, A. (2020). The appeal of sustainability in luxury hospitality: An investigation on the role of perceived integrity Bluemke, M., Degner, J., Lotz, J. (2013). Applied Cognitive Psychology. Intended and unintended reverberation of traditional and pro-age commercials as a function of viewer age Davcik, N.S. (2015). European Journal of Marketing. Impact of product differentiation, marketing investments and brand equity on pricing strategies: A brand level investigation. Dourado, C.S., Fustinoni, S.M, Schirmer, J. (2018). Journal of Human Growth and Development. Body, culture and meaning Donovan, R., Henley, N. (2010). Principles and practice of social marketing: An international perspective. Feng, Y. (2019). ACM International Conference Proceeding Series. Victoria's secret performance report 2019 Grebneva, M.P. (2018). Vestnik Tomskogo Gosudarstvennogo Universiteta, Filologiya. Fragrances of life and death in the works about Florence by Russian authors. Goncalves, J.N.C., Rodrigues, H.S., Monteiro, M.T.T. (2017). Advances in Intelligent Systems and Computing. A contribution of dynamical systems theory and epidemiological modeling to a viral marketing campaign. Gistri, G., Corciolani, M., Pacem S. (2018). Journal of Global Fashion Marketing. The interaction effect between brand identification and personal crisis relevance on consumers’ emotional reactions to a fashion brand crisis. Haenlein, M, Anadol, E., Farnsworth, T., Hugo, H. Hunuchen, J. (2020). California Management Review. Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. Hanusch, F., Banjac, S., Maares, P. (2020). The Power of Commercial Influences: How Lifestyle Journalists Experience Pressure from Advertising and Public Relations Harmon, J., Reddy-Best, K.L. (2020). Fashion, Style and Popular Culture. Fashion social marketing: Analyzing reactions to lane bryant’s #plusisequal Hernandez, R. (2014). Metodología de la investigación: las rutas cuantitativas, cualitativas y mixtas. Jafari, A., Visconti, L.M. (2015). Marketing Theory. New directions in researching ethnicity in marketing and consumer behavior: A well-being agenda. Kimmel, A.J. (2012). Psychological foundations of marketing Kumar, V., Kaushik, A.K. (2020). Journal of Strategic Marketing. Building consumer–brand relationships through brand experience and brand identification Lazuka, R.F., Wick, M.R., Keel, P.K., Hattiger, J.A. (2020). Are We There Yet? Progress in Depicting Diverse Images of Beauty in Instagram's Body Positivity Movement. Li, E.P.H., Min, H.J., Lee, S. (2020). Soft power and nation rebranding: The transformation of Korean national identity through cosmetic surgery tourism. Li, C., Lin, A. P., Lu, H., Veenstra, K. (2020). Review of Accounting Studies. Gender and beauty in the financial analyst profession: evidence from the United States and China Lu, L., Navas, J. (2020). European Journal of Operational Research. Advertising and quality improving strategies in a supply chain when facing potential crises. Makkar, M., Yap, S.F. (2018). Journal of Fashion Marketing and Management. The anatomy of the inconspicuous luxury fashion experience. Wright, A.J., Verissimo, D., Pilfold, K., Parsons, E.C.M., Ventre, K. (2015). Ocean and Coastal Management. Competitive outreach in the 21st century: Why we need conservation marketing. McCabe, M. De Wall Malefyt, T., Fabri, A. (2020). Journal of Consumer Culture. Women, makeup, and authenticity: Negotiating embodiment and discourses of beauty. Middleton, K., Turnbull, S., de Oliveira, M.J. (2020). International Journal of Advertising. Female role portrayals in Brazilian advertising: are outdated cultural stereotypes preventing change? Pouillard, V., Zanon, J. (2020). Wholesale Couture: Jean Patou’s Jane Paris Line (1929). Pages 53-65. Rossiter, J.R., Chan, A.M. (1998). Journal of Business Research. Ethnicity in business and consumer behavior. Ruan, Y., Wu, F., Gu, L., Gu, W. Liu, X. (2017). Journal of Donghua University (English Edition). Empirical Research on Relationship between Corporate Brand Value and Apparel Market Sales Revenue of Apparel Enterprise Salem, A., Walsh, K., Sheikh, Z. (2020). Beauty and the burn: Should burn prevention influence regulation within the cosmetic industry? Shomar, B., Rashkeev, S.N (2021). Environmental Research. A comprehensive risk assessment oftoxic elements in international brands of face foundation powders. Striley, K.M. (2020). Fat Studies. Liberation from thinness culture: Motivations for joining fat acceptance movements. Teresa T. Monteiro, M. (2018). Statistics, Optimization and Information Computing. On the dynamics of a viral marketing model with optimal control using indirect and direct methods. Tittel, S. (1998). Bekleidung/Wear. By women for women. Vilela, A.L.M., Pereira, L.F.C., Dias, L., Stanley, H.E. (2020). Physica A: Statistical Mechanics and its Applications. Majority-vote model with limited visibility: An investigation into filter bubbles. Wang, F., Yuan, Y., Lu, L. (2020). Physica A: Statistical Mechanics and its Applications. Dynamical prediction model of consumers’ purchase intentions regarding anti-smogproducts during smog risk: Taking the information flow perspective. |
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54 páginas |
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Administración de Empresas |
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Colegio de Estudios Superiores de Administración - CESA |
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van der Woude, David1354acd5-74ad-4043-a864-aa08ff05fd72600Suárez Schwarzber, Catalina648ec259-88fa-4acd-9a2e-f33245c223e7van der Woude, David [0000-0003-1682-9481]van der Woude, David [57204114134]Bogotá, D.C. - Colombia20202021-08-23T16:42:34Z2090-06-302021-08-20http://hdl.handle.net/10726/4206ADM / SU939d 2021instname:Colegio de Estudios Superiores de Administración - CESAreponame:Biblioteca Digital - CESArepourl:https://repository.cesa.edu.co/El objetivo del documento presente es analizar los efectos de las campañas de mercadeo sobre las ventas dentro de la industria de la belleza. Para esto, se realizo una extensa revisión bibliográfica donde se pudieron considerar diferentes conceptos claves que se utilizaran a través de la investigación para comprender la relación que tienen las campañas de mercadeo con las ventas. La metodología para esta investigación fue cualitativa donde se realizaron cinco entrevistas y un focus group compuesto de siete participantes para poder tomar en cuenta la percepción de las personas pertenecientes a la industria de la belleza, en especifico de la cosmética, y el de los consumidores. Con lo mencionado anteriormente, se pudo evidenciar el gran impacto que están teniendo las campañas de mercadeo inclusivo y diverso dentro de las ventas.Introducción ; 1. Revisión de la literatura ; 2. Estado del arte ; 3. Metodología ; 4. Resultados de la investigación ; Conclusiones ; Recomendaciones ; Limitaciones.Administrador de EmpresasPregrado54 páginasapplication/pdfspa658.802 Temas generales de gestión de marketingAdministración de mercadeo - InvestigacionesEstrategias de mercadeoIndustrias de serviciosAnálisis de mercadeoComunicación en mercadeoDiversidad e inclusión en la industria de la belleza en las principales ciudades de Colombia: Bogotá y Medellín.Acceso restringidohttp://purl.org/coar/access_right/c_16ecTesis/Trabajo de grado - Monografía - Pregradoinfo:eu-repo/semantics/bachelorThesishttp://purl.org/coar/resource_type/c_46ecAfful, A.A., Ricciardelli, R. (2015). Journal of Gender Studies. Shaping the online fat acceptance movement: talking about body image and beauty standardsAmatulli, C., De Angelis, M., Stoppani, A. (2020). The appeal of sustainability in luxury hospitality: An investigation on the role of perceived integrityBluemke, M., Degner, J., Lotz, J. (2013). Applied Cognitive Psychology. Intended and unintended reverberation of traditional and pro-age commercials as a function of viewer ageDavcik, N.S. (2015). European Journal of Marketing. Impact of product differentiation, marketing investments and brand equity on pricing strategies: A brand level investigation.Dourado, C.S., Fustinoni, S.M, Schirmer, J. (2018). Journal of Human Growth and Development. Body, culture and meaningDonovan, R., Henley, N. (2010). Principles and practice of social marketing: An international perspective.Feng, Y. (2019). ACM International Conference Proceeding Series. Victoria's secret performance report 2019Grebneva, M.P. (2018). Vestnik Tomskogo Gosudarstvennogo Universiteta, Filologiya. Fragrances of life and death in the works about Florence by Russian authors.Goncalves, J.N.C., Rodrigues, H.S., Monteiro, M.T.T. (2017). Advances in Intelligent Systems and Computing. A contribution of dynamical systems theory and epidemiological modeling to a viral marketing campaign.Gistri, G., Corciolani, M., Pacem S. (2018). Journal of Global Fashion Marketing. The interaction effect between brand identification and personal crisis relevance on consumers’ emotional reactions to a fashion brand crisis.Haenlein, M, Anadol, E., Farnsworth, T., Hugo, H. Hunuchen, J. (2020). California Management Review. Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co.Hanusch, F., Banjac, S., Maares, P. (2020). The Power of Commercial Influences: How Lifestyle Journalists Experience Pressure from Advertising and Public RelationsHarmon, J., Reddy-Best, K.L. (2020). Fashion, Style and Popular Culture. Fashion social marketing: Analyzing reactions to lane bryant’s #plusisequalHernandez, R. (2014). Metodología de la investigación: las rutas cuantitativas, cualitativas y mixtas.Jafari, A., Visconti, L.M. (2015). Marketing Theory. New directions in researching ethnicity in marketing and consumer behavior: A well-being agenda.Kimmel, A.J. (2012). Psychological foundations of marketingKumar, V., Kaushik, A.K. (2020). Journal of Strategic Marketing. Building consumer–brand relationships through brand experience and brand identificationLazuka, R.F., Wick, M.R., Keel, P.K., Hattiger, J.A. (2020). Are We There Yet? Progress in Depicting Diverse Images of Beauty in Instagram's Body Positivity Movement.Li, E.P.H., Min, H.J., Lee, S. (2020). Soft power and nation rebranding: The transformation of Korean national identity through cosmetic surgery tourism.Li, C., Lin, A. P., Lu, H., Veenstra, K. (2020). Review of Accounting Studies. Gender and beauty in the financial analyst profession: evidence from the United States and ChinaLu, L., Navas, J. (2020). European Journal of Operational Research. Advertising and quality improving strategies in a supply chain when facing potential crises.Makkar, M., Yap, S.F. (2018). Journal of Fashion Marketing and Management. The anatomy of the inconspicuous luxury fashion experience.Wright, A.J., Verissimo, D., Pilfold, K., Parsons, E.C.M., Ventre, K. (2015). Ocean and Coastal Management. Competitive outreach in the 21st century: Why we need conservation marketing.McCabe, M. De Wall Malefyt, T., Fabri, A. (2020). Journal of Consumer Culture. Women, makeup, and authenticity: Negotiating embodiment and discourses of beauty.Middleton, K., Turnbull, S., de Oliveira, M.J. (2020). International Journal of Advertising. Female role portrayals in Brazilian advertising: are outdated cultural stereotypes preventing change?Pouillard, V., Zanon, J. (2020). Wholesale Couture: Jean Patou’s Jane Paris Line (1929). Pages 53-65.Rossiter, J.R., Chan, A.M. (1998). Journal of Business Research. Ethnicity in business and consumer behavior.Ruan, Y., Wu, F., Gu, L., Gu, W. Liu, X. (2017). Journal of Donghua University (English Edition). Empirical Research on Relationship between Corporate Brand Value and Apparel Market Sales Revenue of Apparel EnterpriseSalem, A., Walsh, K., Sheikh, Z. (2020). Beauty and the burn: Should burn prevention influence regulation within the cosmetic industry?Shomar, B., Rashkeev, S.N (2021). Environmental Research. A comprehensive risk assessment oftoxic elements in international brands of face foundation powders.Striley, K.M. (2020). Fat Studies. Liberation from thinness culture: Motivations for joining fat acceptance movements.Teresa T. Monteiro, M. (2018). Statistics, Optimization and Information Computing. On the dynamics of a viral marketing model with optimal control using indirect and direct methods.Tittel, S. (1998). Bekleidung/Wear. By women for women.Vilela, A.L.M., Pereira, L.F.C., Dias, L., Stanley, H.E. (2020). Physica A: Statistical Mechanics and its Applications. Majority-vote model with limited visibility: An investigation into filter bubbles.Wang, F., Yuan, Y., Lu, L. (2020). Physica A: Statistical Mechanics and its Applications. Dynamical prediction model of consumers’ purchase intentions regarding anti-smogproducts during smog risk: Taking the information flow perspective.Administración de EmpresasColegio de Estudios Superiores de Administración - CESA2090-06-30LICENSElicense.txtlicense.txttext/plain; charset=utf-81872https://repository.cesa.edu.co/bitstream/10726/4206/3/license.txta9bdfa4f42f8a75ea7845ba5df7e9040MD53restricted accessORIGINALADM_1037652767_2021_1.pdfADM_1037652767_2021_1.pdfapplication/pdf629777https://repository.cesa.edu.co/bitstream/10726/4206/4/ADM_1037652767_2021_1.pdf55ba958e7133a300739d90c977163df5MD54restricted accessDA_1037652767_2021_1.pdfDA_1037652767_2021_1.pdfapplication/pdf1203945https://repository.cesa.edu.co/bitstream/10726/4206/5/DA_1037652767_2021_1.pdf4cf21cc7a7a5407d434da625b3b1858aMD55restricted accessTHUMBNAILADM_1037652767_2021_1.pdf.jpgADM_1037652767_2021_1.pdf.jpgIM Thumbnailimage/jpeg4755https://repository.cesa.edu.co/bitstream/10726/4206/6/ADM_1037652767_2021_1.pdf.jpg8c00fa3cda9f2d458c5d84ec861e0135MD56open accessDA_1037652767_2021_1.pdf.jpgDA_1037652767_2021_1.pdf.jpgIM Thumbnailimage/jpeg8310https://repository.cesa.edu.co/bitstream/10726/4206/7/DA_1037652767_2021_1.pdf.jpga007e7990eabb95b6234f72ae8b14134MD57open access10726/4206oai:repository.cesa.edu.co:10726/42062023-10-06 17:09:58.892restricted accessBiblioteca Digital - CESAbiblioteca@cesa.edu.co |