We initiate the section Point of view of this new stage bringing the best signatures with which, logically, presently foromarketing it is not possible to allow the luxury of being able to count like direct collaborators. For it, in the International Forum of Marketing we will bring up to you all those articles that we have qualified like excellent for our activity of marketing and sales. We will try to capture them of literal form, and never avoiding the source.

In this occasion we want to bring you over to Santiago Álvarez de Mon, teacher of the IESE, who was publishing an article in the newspaper Expansion titled: "Playing with fire”, of which we have modified only his title, naming it “the life is not Hollywood”.

Of everything what we have read on the last book of Juan Fernández-Aceytuno, Management in times of crisis, of the publishing house Deusto, what more we have liked Entrepreneurs are the proper words of the author on the management of the crisis, collections in the magazine:

In International Forum of Makerting we are sure that in the democratic countries the political elections develop a very dynamic, current and instructive marketing. The past elections of the United States are a clear example of it. We have wanted to gather a tribune of Jack Welch where it is revealed that to grow in the managerial world it is necessary to invent a new game and to defeat to the competition.

Spain is a slightly productive country, from the temporary point of view. It is necessary to manage better the time so that the results are much more efficient. We have wanted to gather an article that turns out to be interesting to us about the topic published in the newspaper Five Day.

For 2030, half of the population of the whole world will belong to the middle class

In Spain, the apartment, six hundred and the TV set were the clearest signs of the heyday of the middle class in the middle of the sixties. A tendency that was hastening up to reaching 58 % of the population in the seventy and eighties. Now, the disparities have increased for the ends. The mileuristas and the increases of the mortgages have impoverished to the majority of the population and, at the same time, the number of rich is multiplied by three.

The creation of the names of the marks ranges between market researches, pure intuitions or domestic anecdotes.

Náik or Nike?: Sanitas or Sánitas?: Couk or Coca-Cola?: Sueps or Schweppes?: Randstad or Rastad? And this way we might enumerate a multitude of pronounced marks of success of an erroneous way or, less, confused, from the point of view from what his particular corporate identity is distant.

By all it is known that Zara is Amancio Ortega. For this motive, in Foromarketing it has seemed very interesting to gather some of the "tablets" from the Galician businessman in a few declarations realized to the economic newspaper Five Days to us: