Grups d'Investigació

GIUV2018-436

The MarkAp-UV R&D Group, coordinated by the researcher Prof. Dr. Inés Kuster Boluda, is formed by a team of researchers belonging to the area of Marketing and Market Research at the Universitat de València. Its main objective is research in various sectors related to Marketing and the implementation and development of novel methodologies in real business scenarios.

No Determinada

• El grupo realiza investigaciones de marketing encaminadas tanto al ambito academico como al ambito empresarial

• Consumer behaviour.Analysis of the different stages of the final customer's purchasing process, with special emphasis on the modelling of the purchasing decision and the internal and/or external variables that influence this decision.
• Strategic marketing.Research in the field of various marketing strategies, market orientation and relationship marketing, offline and online strategies.
• Marketing and new technologies.Use of new technologies in the field of marketing (Internet, social media, mobile telephony, interactive TV, etc.).
• Marketing research in specific fields.Qualitative and quantitative market research to respond to various problems in different fields of action (tourism, services, etc.).

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• Marketing and Market Research

• purchasing process, consumption behaviour, purchasing decision
• estrategias de marketing, segmentación y posicionamiento, marketing de relaciones y fideiización
• Internet, social media, mobil marketing, gasificación
• qualitative research, quantitative studies, experimentation