MINICASE. Foreign Tourism as a Promotional Tool for Foods & Beverages from Spain

Arturo Gómez Quijano

Publicación: Septiembre 2024
Edición: 1ª
Páginas: 5
Tamaño del libro: 171 KB
Formato: ebook.
ISBN: 9788411921206
ISBN ebook: 9788411921206
Precio ebook: 6€

Sinopsis y Contenido

The setting

You have just joined an important communication and marketing agency in Spain as an account manager.

You have to prepare a communication plan for a tender that has just been launched by the Spanish Federation of Food & Beverage Industries (FIAB). This organization wants to increase the export of foods and beverages produced in Spain. For this purpose, it would be very helpful to take advantage of the presence of millions of foreign tourists in our country, in order to direct them a communication campaign that allows them to get to know better our products, perceive them differently, and get in contact with our agrifood products. If they know them, perceive them, and understand better how to incorporate and integrate them into their gastronomic cultures, in the end they will be able to pull the demand for them when they return to their countries and cities of origin.

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Sobre el autor

Arturo Gómez Quijano

Nació en Ferrol (La Coruña) en 1961 y desde 1979 vive en Madrid.

Docente, investigador y emprendedor en comunicación, con más de 38 años de experiencia profesional en medios, agencias, empresas e instituciones. Fundador y socio director de la consultora zonawebste!

Es doctor en periodismo con una tesis sobre la historia y el modelo de negocio de los diarios gratuitos españoles. Licenciado en Ciencias de la Información por la Universidad Complutense de Madrid y PDD por IESE Business School.

Actualmente, imparte formación de grado y postgrado en ESIC Business & Marketing School, Universidad Complutense de Madrid, ICEX-CECO Universidad Internacional Menéndez Pelayo y en la Universidad del Sagrado Corazón de Puerto Rico.

Ha formado profesionales en España y en Argentina, Chile, Colombia, Cuba, Ecuador, Estados Unidos, Honduras, México, Polonia, Portugal, Puerto Rico y República Dominicana. Autor de los libros Comunicación para ejecutivos. Las tres distancias de la comunicación en las organizaciones (2009); La prensa más cara del mundo (2016); La prensa más barata del mundo (2017); Comunicación para ganar (2018); Manual urgente de periodismo en tiempos de redes sociales (2018); y Piensa, luego insiste (2021). y Caso Mamma Mia!: Música, marketing y tres mujeres (2021).

Sus áreas de interés son comunicación corporativa, periodismo especializado e investigación de mercados.

Born in Ferrol (La Coruña, Spain) in 1961, he has lived in Madrid since 1979.

Lecturer, researcher and entrepreneur in communication, with more than 40 years of professional experience in media, agencies, companies and institutions. Founder and Managing Partner of the consultancy firm zonawebste!

He holds a PhD in journalism, with a thesis on Spanish free newspapers. He holds a degree in Information Sciences from the Complutense University of Madrid, and a PDD from IESE Business School.

He is currently a university professor and teaches undergraduate and graduate courses at ESIC Business & Marketing School, Universidad Complutense de Madrid, IESE Business School, ICEX-CECO, Universidad del Sagrado Corazón de Puerto Rico, and at CESA – Colegio de Estudios Superiores de Administración in Bogotá.

He has trained professionals in Spain and in Argentina, Chile, Colombia, Cuba, Ecuador, United States, Honduras, Mexico, Peru, Poland, Portugal, Puerto Rico and Dominican Republic. Author of the books: Communication for executives. The Three distances of communication in organizations (2009); The most expensive press in the world (2016); The cheapest press in the world (2017); Communication to win (2019); Urgent manual of journalism in times of social networks (2019); Think, then insist (2021); Case Mamma Mia: Music, marketing and three women (2021).

About.me: http://about.me/gomez_arturo

LinkedIn: in/arturogomezquijano

Twitter: /ArturoGomezQuij