%0 Journal Article 
%T Caso Colombiana: la bebida tras una cultura
%D 2012
%U http://hdl.handle.net/10906/68163
%X Manuel is a marketing executive and who has under his belt
the responsibility for one of the most representative brands of the Colombian
culture. When he begins to review the historical data and processes of the
advertisements strategies, he becomes aware that the developments of this
type of publishing campaigns have many variables that must be taken in
consideration for an effective development and clear message delivery.
The Colombian soft drink industry has a vast 90 year old history, that has
witnessed many arguments and has undergone many different marketing
strategies that have historically mirrored the audience for it which it was
intended to. Now that Manuel has become aware of the brand’s marketing
characteristics, he must make important decisions to boost the consumption of
cola in times when the advertisement demand increases.
%K FACULTAD DE CIENCIAS ADMINISTRATIVAS Y ECONÓMICAS
%K PRODUCCIÓN INTELECTUAL REGISTRADA - UNIVERSIDAD ICESI
%K MERCADEO
%K MAESTRÍA EN MERCADEO
%K PUBLICIDAD - ASPECTOS CULTURALES
%K IMÁGEN CORPORATIVA
%K PUBLICIDAD EN LOS NEGOCIOS
%K VALORACIÓN DE MARCAS
%K TARGET
%K BRANDING
%K MEDIA PLANNING
%~ GOEDOC, SUB GOETTINGEN