In August, synonymous month of holidays for a majority of Spanish, in International Forum of Marketing we were of celebration, since we add our first decade along with you, moving forward innovations, bringing over articles and news about special interest for the professionals of the marketing. These are the first ten years...: we go for the second decade!

Not long ago there came to us the news about that the financial institution BBVA had signed an agreement with Nielsen Online, company of market analysis in Internet. The target: to know what they say about the Spanish bank for the Network. By means of an interesting marketing tool, BuzzMetrics, which is capable of measuring the opinions and emotions of the consumers in Internet, it will be possible to know first hand and almost in real-time the most common topics of conversation about the company, his products and services, as well as of the diverse divisions and offices of the entity distributed all over the world. For it he will rake more than 100 million blogs and about 10.000 communities of on-line consumers.

Internet has turned into a point of reference of the buying and selling of products falsified, and like that a study shows it on the intellectual property realized by the police with information of 2008. Between the goods most commercialized by the Network there are the textiles, the products of leather goods and sports, the clocks and the medicines, being the sector marroquinero most affected with 21,5 % of seizures. According to the general manager of the National Association of Defense of Marks of the Chambers, Soledad Rodríguez, this is a problem at which Spain has not been employed the sufficient thing till now and, in cases like that of the medicines, this practice can suppose serious difficulties for the public health.

Big part of the operations of electronic commerce realized in Spain are related to tourist services. Nevertheless, the quota of hiring of trips and accommodations of holidays across Internet descended last year for the first time in his history, happening from a percentage of 61,2 % in 2007 to 60,4 in 2008. These are the results of formless e-Spain that has prepared the Foundation Orange, which is in charge of analyzing the behaviors of the Spanish users at the time of acquiring products in the Network. In spite of the negative results of the tourist sector and of an increase of the presence of the rest of products in Internet, a big distance keeps on existing in the percentage of the buys, there being a difference of more than 24,1 % between the sale of tourist services and the second most demanded product, the earnings of spectacles.

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As in the oriental art, a yin and a yang exists in my visit to Bolivia. Astonished by his people and by the dealing that they excused to me but sadly because, having all the variables that a country needs to advance, the reality shows a delay with regard to other countries of Latin America, and let's not say with others like the United States or European countries.

In International Forum of Marketing we have never wanted to speak about politics and, in this case, although it has direct aftereffects in the States, we are not also going to do it, but we are going to criticize the absence of knowledge to be able to sell the multiple natural wealths which he has at present.

The reductions campaign has started strongly in the commerce of Madrid, to do it later in the rest of Spain. With discounts of up to 70 %, the distribution sector tries to give an impulse to the sales and revive a consumption that has turned out to be very disadvantaged with so boasted economic crisis. Other of the explosives of this campaign has been the absence of liquidity, motive that has led to the commerce to extracting cheap stock to be able to attend on the payments. In spite of talking each other of the biggest reductions of the history, the activity has not re-arisen from the awaited form, since the consumers have preferred to adopt a more rational attitude.

According to the last survey published by the National Institute of Statistics, the overnight stays in hotel establishments in Spain have diminished 10,2 % in the first five months of the year with regard to the same period of 2008. With this information it is certified that the crisis also has come to the tourist sector.

A Spanish saying says that “who has godfather, it is baptized”, and might be applied in this difficult epoch at the time of finding employment. Every time there are more the companies that join the massive dismissals and the lists of idle they begin to aim at historical numbers. It seems that one of the most viable solutions is to make use of the contacts, and the social and professional networks. The ancient agendas have passed the most advanced technology, where the marketing has much that to say.

The perception that we have of the marks not alone is based on the product in themselves who offer, but in what surrounds them, as it is the place where we acquire them. Because unconsciously we relate certain spaces with certainly good, for example, in a large supermarket we do not imagine hanging pledges of a select mark or complements of a prestigious signature. The marketing must take care that the glamor is in tuning with the mark, we cannot imagine a Chanel 2.55, one of the most wished purses, along with the section of frozen or clothes of white mark...

During the first trimester of the year, the conventional means have diminished in 27,8 for 100 his income for publicity. According to the Index of advertizing investment, i2p, this year 1.220 have destined only millions of euros, that is to say, 470 million less than the same period of 2008.

Our president, Rafael Muñiz, once again takes the utility of the audit of marketing out of Spain. Bolivia has been the country chosen in this occasion for the achievement of a conference in La Paz and Santa Cruz, in which Muñiz will explain the benefits at level of competitiveness of this inestimable tool of work of marketing and sales, which he analyzes and evaluates the level of adaptation of the programs and actions started by the companies, with regard to the changes and proper characteristics of the market.

And it is not for veranear, since the public entity that manages the games of the Government, Lottery and Bets of the State (LAE), will sell his tickets this summer in the places of major tourist concourse, between which he emphasizes the Spanish coast. By means of a team of 180 street vendors, provided with electronic devices that allow them to commercialize the different games and verify if they have been rewarded, it is the first time that the LAE exercises his commercial action out of the physical space of the administrations.

To big evil, big remedies, or at least that says the saying. And the fact is that the crisis seems to have sharpened the “instinct of survival” of million persons.

According to the last information of the International Monetary Fund (IMF) the blast-off of Latin America will be slow. The exit of the crisis in these countries will be costly, since a fall of the 1,5 is presaged by 100 of the regional GDP in this year. The analyses indicate that Mexico will take a recess of 3,7 as 100 and Venezuela of 2,2 for 100 turning in big harmed. The diagnosis of the Fund, nevertheless, tints that Latin America will recover in 2010 of modest form.

The professional development is what more motivates the Spanish.

The CEF has made this week public the results of a new study that it has realized in order to know “Ten motivations of the workpeople”. This study has been articulated by means of a survey that was hung on the web of the CEF, inside his teleformación platform, during October and December, 2008.

This research work there has been directed by Ángel Fernández Muñoz, psychologist, pedagogue and teacher of RR.HH. of the CEF. This investigation has been realized from a sample of 4.767 persons in Spain and in diverse countries of Latin America.

Ten aspects that more they motivate in the work are:

The Spanish table wine is in the biggest percentage of hearths of the world, that is to say, a high number of persons accompanies his meals on our broths, since Spain is posicionado like the second exporter of the world in the wine sector. For the first time, the sale of stiff wine of table overcomes to that of the broths with denomination of origin or what is the same, we continue in the first positions quantitatively speaking, but we do not manage to climb positions from the qualitative point of view...

The protection Law of Information has be a year of validity, and according to the experts there has appeared, at general level, a lot of interest to expire with the regulation, demanding advice services and checking the accident control measures of his files. Nevertheless, the managerial thickness of our country is formed by small and medium companies that do not stop adhering to the regulation, good for disinformation or for lack of transparence in the same one.

The advertizing sector is in crisis. According to the company Publicis, one hopes that the world expense in publicity should lower 6,9 for 100 in 2009, being the printed matter, the magazines and the radio the most harmed fields. On the other hand, in the television this quota will go down in minor measurement and in Internet it will continue his upward tendency, reaching a percentage of 12,1 for 100 of the advertizing expense.

The economic situation joined the rapid expansion of the shopping centers and of the big surfaces, is doing that they are closed an average of 135 commerce every day in our country. Also, the habits of buy of the citizens are changing and it becomes necessary to tackle new politics of marketing that fit to the demands of the market.