The fundamental target of any commercial management must be located in the fidelización of the client, in obtaining the confidence of the same one and turning into modality. For it we bring to our forum an article where the importance of this concept is analyzed, as well as the keys to obtain it.

«To think in average or long term and not so much in the immediate money: this is what it does for example Amazon. “Every week bought between one and five books, in role or in digital format. I gave to the button of buying, and a notice came to me to my computer: ' Warning! He has already bought this book earlier. Does he want to buy it again?’ They lost this money, but they gained that I am telling it to you”.

In a recent trip that it realized from Seville in the BIRD, what started by being an informal conversation between trip partners, turned, in something more about two hours of trajectory, into an exciting debate on the economic viability of the printed matter. My seat neighbor, with interests in a publishing group, he was mentioning on the problems of the sector with a pessimistic vision of the final scores.

 To survive to the villains times it is necessary to differ, but: how to do it? It is clear that the crisis is affecting to the general consumption and, therefore, to the marks, which beyond the name must check his strategies. By it three cases are indicated next, with three differentiated strategies:

The first one of them is Carrefour: to cut prices away offering identical quality.

The economic crisis that we cross is putting itself to the test the knowledge on the market of capitals, the management of the risk and the investments. Luis Gallardo gathers in the economic journal Expansion 10 orders of the management of mark, which we have wanted to include in our International Forum of Marketing for his interest.

We are in the age of the information, and as it offers multiple advantages, also it bears many disadvantages at the time of protecting our most personal ambience. We must know what information can be published and under that situations our right is infringed to the intimacy.

To go to the theater Häagen-Dazs or to the MySpace, in Madrid, us does not sound already so rarely, and the fact is that nowadays the marks are cornering the theaters, and the world of the culture in general... The naming right is to the agenda and his use is more and more widespread; to penetrate into the topic we have considered to be opportune to bring to the International Forum of Marketing an article of Rosario Fernández, journalist of the economic journal Expansion in the one that tackles this concept.

Very much he has already written himself on Mercadona, on retreat of his shelves of certain marks... Rivers of ink loaded with criticism and opinions have been seen in the last days in the mass media of our country on the new course of the Valencian company, change that from International Forum of Marketing we were already moving forward like big strategic error. For it, we see opportune to bring to our meeting point the article in which Rafael Muñiz, president of this forum, was anticipated to the news.

Paris has his tower Eiffel, New York to the Statue of the Freedom... but: and Madrid? With what do we identify the capital? The cities marketing needs a study taken care to be able to associate to a location with an image representative of the same one. The above mentioned image must be exempt from political, sports connotations or other associations that could bear the clash with certain parts of the society. In case of Madrid, there was started in the Fair of Tourism of Madrid (Fitur) an interesting initiative for which it was incited to vote for the monument most representative of the city across the social networks of Tuenti and Facebook.

For it, we have wanted to gather for our friends of the International Forum of Marketing an article in which the topic of the marketing is tackled for cities.

Ten orders of the gurus of the administration to manage a company in epoch of crisis emphasize the need of the businessman to fit to the new reality of the market and to define and to plan to the maximum all his operations. Next 10 keys will appear for the companies management in epochs of crisis:

Every time the throwing of exclusive pledges and with a limited throw it is more in vogue. Quality, exclusivity and especially tendency is what nowadays numerous clothes marks are following. Elizalde and Riaño tackle in the newspaper Expansion a clear example of this new fashion of Zara.

The companies of success have developed in a moment of his life top capacities in his basic management processes. Zara, Spanish company of manufacture and commercialization of textile products, could generate value on a hypercompetitive market, thanks to the fact that he emphasized on the competition in three business processes that they were allowing him to create demand on an increasing buyers market: design, logistics and commercialization.

The Gazette realizes an interview to the expert in marketing, Philip Kotler, in that there is tackled the topic of the relevancy that is acquiring the digital marketing and the need to incorporate it into the management of the companies.

The world of the company is more than a simple chess move. As in a big board, every piece, every movement has aftereffects at economic, social and even political level. Since I have already commented more than once in the Marketing of Confrontation, in the knowledge to manage our actions, our movements, there is the key of the future of our company, because as that millennial game, which origin was warlike, the company is always immersed in diverse "fronts".

Recently we were reading in Five Days an article where the keys were standing out to be able to save the company before the awesome crisis, as well as the Home errors that are commented: 82 % of the companies chooses to reduce staff, but this measurement herself does not serve.

Beaches replete with the people, hotels with the cartel of finished and jammed highways have been the general keynote in the past May bridge. There will be the people who even wonders where the crisis has been left, if they forgot it out of his baggage. This invited me to reflect, and I realized that there was one of the first symptoms of a book crisis, that is to say, a crisis that continues perfectly the patterns.

Volatile nature, fear, anxiety, historical collapses, forecasts of recession in the United States, credit crisis... This explosive cocktail has knocked down 12,87 % to the Ibex 35 – the Spanish stock-exchange indicator – in the first month of 2008, the “blacker month” since there was created the index of reference of the Spanish Stock Exchange. If it was small, the investors were not enduring one so pernicious month from September, 2002, when the variable revenue sank 15,60 %, affected by the explosion of burbuja.com. Only two companies of the Ibex 35 rise in the year-Grifols (5,39 %) and Sogecable (1,28 %)–and an overwhelming one 90 % of those that they quote in the continuous one is in negative, what it takes that the selective one of the medium values, the Psychic Cap, and of the children, the Small, there fit falls of 12,21 % and of 14,50 %, respectively.

If there exists a company that has demonstrated that it can triumph fully and triumph on the market, this is, undoubtedly, Inditex. The Galician signature is synonymous of success, happening of being a family enterprise to one of the big multinationals of the moment. The textile signature dazzles, moreover, because one of the best models represents of management. Example of it is that also he commits himself with the sustainable development. A direct bet with the Protocol of Kyoto that will try to materialize in a reduction of the energy consumption in 20 % up to 2010.
From Foromarketing we want to gather the basic points that will govern the Strategic Plan of Inditex and that there has drawn his manager, Pablo Isla. Undoubtedly these notes will form the one that has turned into one of the more profitable models of management of the market.

Foromarketing is a portal dedicated to the study and analysis of the actuality of everything regarding to the marketing, nevertheless, and considering the narrow relation that joins his other one of the fundamental matters as it is the economy, we have decided to include an article in which the economic panorama of 2008 is analyzed. In this case, it is a question of a text extracted from the teacher Pintado, of the Center of Financial Studies. From here we invite you to take part, by means of suggestions, and choose what geographical area you prefer for the next article.