




Alba Rodríguez
Estrategias de Mercadeo
Gerencia de Mercadeo ante la Excases
Mercado Meta
Nuevos Hábitos del Consumidor
Luis Romero
Gerencia de Mercadeo ante la Excases
Mercado Meta
Nuevos Hábitos del Consumidor
Revista Market Direct
Estrategias de Mercadeo
Gerencia de Mercadeo ante la Excases
Mercado Meta
Nuevos Hábitos del Consumidor

Mabel Valera


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Fuentes Consultadas
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·Phil Johnson (08-2014). The Razor Wars: 800Razors.com Takes A Swing At Gillette. Disponible en: http://www.forbes.com/sites/philjohnson/2014/08/12/the razor-wars-part-ii/. [Consulta: 2015, Marzo 15]
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Lisa Wirthman.“Mid-Market Innovators Want To Change How Dads Shave”. Mid Market Pulse Web. Disponible en: http://www.mid-marketpulse.com/the-mid-market-has-started-a-shaving-renaissance-for-fathers-day/ Consulta: 2015, Marzo 15]
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·Johnathan Marino (2014) “Shaving startup Harry's scores $75M round – sources”. The Deal Pipeline. Disponible en: http://www.thedeal.com/content/consumer-retail/harrys-the-new-york-city.php [Consulta: 2015, Marzo 15]
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·Kadeem Fletcher (2013). “Harry's Delivers Quality Razors at an Unbelievable Price for Fall”. Complex Web Disponible en: http://www.complex.com/style/2013/09/harrys-quality-razors [Consulta: 2015, Marzo 15]
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·Sarah Kessler. “Can Harry's Do For Shaving What Warby Parker Did For Eyeglasses?” FastCompany Web. Disponible en: http://www.fastcompany.com/3006919/where-are-they-now/can-harrys-do-shaving-what-warby-parker-did-eyeglasses [Consulta: 2015, Marzo 15]
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·Matt Caputo (2013). “Meet Harry: Your Facial Hair’s New Best Friend“. Men Fitness Web. Disponible en: http://www.mensfitness.com/styleandgrooming/fashion/meet-harry-your-facial-hairs-new-best-friend [Consulta: 2015, Marzo 15]
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·“Hype check: Harry’s Razors” (2014). Web Blog. Disponible en: http://www.doseofdigital.com/2014/12/hype-check-harrys-razors/ [Consulta: 2015, Marzo 15]
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David Vinjamuri (2012) “Big Brands Should Fear The 'Dollar Shave Club' Effect”. Forbes Magazine. Disponible en: http://www.forbes.com/sites/davidvinjamuri/2012/04/12/could-your-brand-be-dollar-shave-d/ Consulta: 2015, Marzo 15]
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·Paul Sparrow (2014) “Strategic Talent Management: Contemporary Issues in International Context.” Lancaster University Review. Disponible en: http://www.lancaster.ac.uk/lums/cphr/research/phase-3/strategic/ [Consulta: 2015, Marzo 15
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·Dave Ketchen, Jeremy Short. (2010) “The History of Strategic Management” Mastering Strategic Management, v. 1.0. Disponible en: http://marketing.about.com/cs/advertising/ht/5steps2strategy.htm [Consulta: 2015, Marzo 15]
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Margaret Rouse. Relationship Marketing. Disponible en: http://searchcrm.techtarget.com/definition/relationship-marketing [Consulta: 2015, Abril 15]
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·Michael J. de la Merced (2014) “A Start-Up Run by Friends Takes On Shaving Giants”. Disponible en: http://dealbook.nytimes.com/2014/01/21/a-start-up-run-by-friends-takes-on-shaving-giants/?_r=0 [Consulta: 2015, Marzo 15]
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·Izzy Park. “Getting Up Close & Personal With Harry’s CEO, Jeff Raider”. Wharton Journal. Disponible en: http://whartonjournal.com/2014/02/22/getting-up-close-personal-with-harrys-ceo-jeff-raider-wg10/
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·Steve Olenski (2013). “This Is The Most Important Word When It Comes To Relationship Marketing”. Forbes Magazine. Disponible en: http://www.forbes.com/sites/marketshare/2013/05/09/this-is-the-most-important-word-when-it-comes-to-relationship-marketing/.[Consulta: 2015, Abril 15]
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Susan Caminiti (2014). “Warby Parker co-founder takes on Gillette”. CNBC. Disponible en: http://www.cnbc.com/id/101611902 [Consulta: 2015, Febrero 15]
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·Bill Barol. (2014). “Lathered Up: What Internet-Fueled Shaving Startups Are Really Selling”. Disponible en: http://www.fastcompany.com/3038115/lathered-up-what-internet-fueled-shaving-startups-are-really-selling [Consulta: 2015, Marzo 15]
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Maria Elena More (2012). “The Evolution of Marketing”. Disponible en: http://morethanbranding.com/2012/04/30/the-evolution-of-marketing/ [Consulta: 2015, Marzo 15]
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·“Evolution of Marketing Strategy”. International Case Study Conference. Disponible en: http://www.icmrindia.org/casestudies/catalogue/Marketing1/MKTA018.htm [Consulta: 2015, Marzo 15]
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·Robert Morello. “What is Marketing Strategy Development?”. Disponible en: http://smallbusiness.chron.com/marketing-strategy-development-58521.html [Consulta: 2015, Marzo 15]
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·“¿Qué tipos de mercados existen? (2013). Web Blog. Disponible en: www.elblogsalmon.com/conceptos-de.../que-tipos-de-mercados-existen [Consulta: 2015, Febrero 15]
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·Mike Felix. “Harry's declares December 1st 'National Shave Day' in new awareness campaign via Droga5 NY”. Campaing Brief Web. Disponible en: http://www.campaignbrief.com/2013/11/harrys-declares-december-1st-n.html
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·Megan Collings. “Harry’s: A New Day in Men’s Shaving”. Stylegirlfriend Web. Disponible en: http://www.stylegirlfriend.com/harrys-a-new-day-in-mens-shaving/ [Consulta: 2015, Marzo 15]
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Ivan Thompson. “Estrategias de Mercado”. Web Blog. Disponible en: http://www.promonegocios.net/mercado/estrategias-mercado.html [Consulta: 2015, Marzo 15]
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“Ventajas competitivas”. Web Blog. Disponible en: http://www.crecenegocios.com/ventajas-competitivas/ [Consulta: 2015, Marzo 15]
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“Tipos de Mercado” [Consulta: 2015, Febrero 15]www.promonegocios.net/mercado/tipos-de-mercado.html [Consulta: 2015, Febrero 15]
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Hitesh Bhasin. “Meta Markets” Web Blog. Disponible en: http://www.marketing91.com/meta-markets/ [Consulta: 2015, Febrero 15]
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·David Card, Jochen Kluve, Andrea Weber (2010). “Active Labor Market Policy Evaluations: A Meta-Analysis”. The National Bureau of Economic Research. Disponible en: http://www.nber.org/papers/w16173 [Consulta: 2015, Marzo 15]
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Definición de Marketing Tactics. Disponible en: http://www.businessdictionary.com/definition/marketing-tactics.html [Consulta: 2015, Marzo 15]
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Marketing Strategy . Disponible en: http://www.marketingdonut.co.uk/marketing/marketing-strategy
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[Consulta: 2015, Febrero 15]
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·Create your marketing strategy (2009). InfoEntrepreneurs. Canada Business Network. Disponible en: http://www.infoentrepreneurs.org/en/guides/create-your-marketing-strategy/. [Consulta: 2015, Marzo 15]
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·Greg Satell (2013). “4 Principles of Marketing Strategy In The Digital Age”. Forbes Magazine. Disponible en: http://www.forbes.com/sites/gregsatell/2013/04/16/4-principles-of-marketing-strategy-in-the-digital-age/ [Consulta: 2015, Marzo 15]
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Dan Kennedy (2015). “6 Benefits of Mission-Driven Marketing -- And How to Do It Right.” Entrepreneur Magazine Disponible en: http://www.entrepreneur.com/topic/marketing-strategies. [Consulta: 2015, Marzo 15]
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·Kevin Cain (2013). “6 Key Elements of an Effective B2B Content Marketing Strategy”. Content Marketing Institute. Disponible en: http://contentmarketinginstitute.com/2013/10/effective-content-marketing-strategy/ [Consulta: 2015, Marzo 15]
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“Using Market Segmentation for Better Customer Service and More Effective Strategic Planning” White Paper for Public and Academic Libraries. CIVIC Technologies. November 2009
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Schewe, Charles D., and Alexander Hiam. “Market Segmentation” . The Portable MBA in Marketing. Disponible en: http://www.quickmba.com/marketing/market-segmentation/ [Consulta: 2015, Marzo 15]
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Fraser Sherman “How to Identify the Segmentation Criteria That Will Affect Your Target Market Selection” Disponible en: http://smallbusiness.chron.com/identify-segmentation-criteria-affect-target-market-selection-17739.html. [Consulta: 2015, Marzo 15]
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·Relationship Between Market Research & Market Segmentation. by Leigh Richards. Disponible en: http://smallbusiness.chron.com/relationship-between-market-research-market-segmentation-20424.html [Consulta: 2015, Marzo 15]
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Colin Hass (2014). “Harry’s Brand Audit” White Paper
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Razorpedia. (2013). Harry's razor review” [Web log post]. Disponible en: http://www.razorpedia.com/blog/harrys-razor-review [Consulta: 2015, Marzo 15]
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·Thorne, J. (2013, March 14). “Harry's grooming”. Disponible en: http://www.coolhunting.com/style/harrys-grooming.php [Consulta: 2015, Marzo 15]
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·Keller, K. L. (2013). “Strategic brand management: Building, measuring, and managing brand equity” Handcover (4th ed.).
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·Tschorn, A. (2013, March 22). “Meet Harry's, a new online-only go-to for guys' grooming gear”. Disponible en: http://articles.latimes.com/2013/mar/22/news/laar-meet-harrys-the-newest-online-outpost-for-guys-grooming-gear-20130322 [Consulta: 2015, Marzo 15]
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·Gruby, S. (2014). “Review: Harry’s razors” [Web log post]. Disponible en: http://blog.gruby.com/2014/06/23/review-harrys-razors/ [Consulta: 2015, Marzo 15]
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·Alexander, Dave. “A review of Harry's shaving products”. Disponible en: http://menshair.about.com/od/shavingproductreviews/fr/A-Review-Of-Harrys-Shaving-Products.htm [Consulta: 2015, Marzo 15]
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Laura Lake. “How To Develop a Marketing Strategy in 5 Easy Steps”. Marketing About. Disponible en: http://marketing.about.com/cs/advertising/ht/5steps2strategy.htm [Consulta: 2015, Marzo 15]
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·“Develop a marketing strategy”. Queensland Goverment Magazine. (2014) Disponible en: https://www.business.qld.gov.au/business/running/marketing/develop-marketing-strategy [Consulta: 2015, Marzo 15]
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Bob Leduc. “4 Dynamic Marketing Tactics”. Business Know How News. Disponible en: http://www.businessknowhow.com/marketing/dynamic.htm [Consulta: 2015, Marzo 15]
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·Sam Ashe-Edmunds. “Tactical Marketing vs. Strategic Marketing”. Demand Media. Disponible en: http://smallbusiness.chron.com/tactical-marketing-vs-strategic-marketing-20704.html [Consulta: 2015, Marzo 15]
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·Mark Fidelman. (2014) “8 Cutting-Edge Marketing Tactics That Work Better Than Facebook Ads”. Forbes Magazine. Disponible en: http://www.forbes.com/sites/markfidelman/2014/08/26/8-cutting-edge-marketing-tactics-that-work-better-than-facebook-ads/ [Consulta: 2015, Marzo 15]
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·Andrew Klausner (2015). “Protecting Clients From Themselves”. Forbes Magazine. Disponible en: http://www.forbes.com/sites/advisor/2015/01/09/protecting-clients-from-themselves-2/ [Consulta: 2015, Marzo 15]
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·Brittney Helmrich. (2014) “6 Clever and Offbeat Marketing Tactics Your Business Can Afford”. Business News Daily. Disponible en: http://www.businessnewsdaily.com/7197-unusual-marketing-tactics.html [Consulta: 2015, Marzo 15]
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·“21 Mareting Tactics That Only Make Us Hate the Product” (2015) [Web blog post]. Disponible en:http://www.cracked.com/photoplasty_1258_21-marketing-tactics-that-only-make-us-hate-product/ [Consulta: 2015, Marzo 15]
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·“5 Highly Effective Product Marketing Tactics”. [Web blog post] Disponible en: http://growthdevil.com/5-highly-effective-product-marketing-tactics/ [Consulta: 2015, Marzo 15]
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·Candace Bosch (2015) “The evolution of marketing management”. IT Web Business. Disponible en: http://www.itweb.co.za/index.php?option=com_content&view=article&id=141153 [Consulta: 2015, Marzo 15]
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Dave Ketchen, Jeremy Short. “The History of Strategic Management”. Mastering Strategic Management, v. 1.0. Disponible en: http://catalog.flatworldknowledge.com/bookhub/reader/3085?e=ketchen_1.0-ch01_s03# [Consulta: 2015, Marzo 1
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·James Manktelow & Amy Carlson. “The Marketing Mix and the 4Ps of Marketing.” MindTools Web. Disponible en: http://www.mindtools.com/pages/article/newSTR_94.htm [Consulta: 2015, Marzo 15]
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·Carlos Mora (2005).”Gerencia de mercadeo y política de comercio exterior venezolana”. Disponible en: http://www.gestiopolis.com/canales5/eco/gepocovezo.htm [Consulta: 2015, Marzo 15]
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·Tim Ferriss. (2014) “How to Gather 100,000 Emails in One Week (Includes Successful Templates, Code, Everything You Need)”. Tim Ferris Web Blog. Disponible en: http://fourhourworkweek.com/2014/07/21/harrys-prelaunchr-email/ [Consulta: 2015, Marzo 15]
