La creatividad como indicador de competitividad empresarial en el panorama publicitario mexicano

Estela Núnez-Barriopedro; Jorge García-Martín; Rafael Ravina-Ripoll

La creatividad como indicador de competitividad empresarial en el panorama publicitario mexicano

Estela Núnez-Barriopedro, Jorge García-Martín, Rafael Ravina-Ripoll

Estudio Multidisciplinario de la Influencia de la Creatividad y la Felicidad Corporativa en el Desarrollo Sostenible, Económico, Social y Medioambiental de los Territorios (IGOMSOH )

Producción científica: Contribución a una revista › Artículo › revisión exhaustiva

1 Cita (Scopus)

Resumen

Advertisement rankings have a high repercussion in the advertising industry. Creativity is one of the key variables in the success of the agencies. The aim of this work is making an analysis of the actual position of the Mexican advertising agencies at the Latin-American Advertising Ranking, which assess the competitiveness of the agencies for the period 2014-2016, which includes 83, 83 y 52 Mexican agencies respectively for each year.

Título traducido de la contribución	Creativity as an indicator of business competitiveness in the Mexican advertising landscape
Idioma original	Español
Publicación	Espacios
Volumen	39
N.º	34
Estado	Publicada - 1 ene. 2018

Palabras clave

Advertising agencies
Competitiveness
Positioning
Ranking creativity
Tendency

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KW - Competitiveness

KW - Positioning

KW - Ranking creativity

KW - Tendency

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La creatividad como indicador de competitividad empresarial en el panorama publicitario mexicano

Resumen

Palabras clave

Otros archivos y enlaces

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