Market and Marketing Intelligence (IM2)

OBJECTIVES

• The research group aspires to be recognized as a GIR in order to adapt its current configuration and mode of operation to the provisions of art. 83 of the LOU, in art. 124 of the UVA Statutes and in the regulations developed for this purpose by the governing bodies of our University. The group began to form in the mid-1990s within the old Department of Economics and Business Administration with the purpose of promoting the completion of quality doctoral theses and channeling the subsequent research initiatives of the PhD professors in the area of Marketing and Market Research (CIM). On these bases and fully convinced that research, in the knowledge society and in the new European Area, can only be carried out effectively in a framework of collaboration and teamwork, the group has managed to position itself in its national academic context as a group sufficiently valued, thanks to a research activity embodied in funded projects, presentations at conferences and publications in scientific journals. It is also presented as a group with a high level of internal consistency: its members share common research concerns (in all lines of research at least three of them are integrated), they follow similar theoretical and conceptual approaches, focusing their research on the The same unit of analysis (the company and the consumer), use similar research methods and techniques, participate in projects and very often publish their results in a co-authorship regime.

From here, the group intends to continue advancing along a line of improvement to achieve, among others, the following objectives:

1. Consolidate and further strengthen the internal cohesion and productivity of the working group.

2. Focus and harmonize the group's activity around its priority lines of research.

3. Facilitate access to public and private financing through research projects, agreements and contracts.

4. Promote interaction with companies and public administrations and promote the transfer of knowledge.

5. Participate in technical advisory activities to small and medium-sized companies in our Community and in training and retraining courses for their entrepreneurs and managers.

6. Attract research fellows willing to carry out their doctoral theses in the field of marketing.

7. Promote the international projection of the group.

8. Intensify collaboration with other work groups with which common or complementary research interests are shared (from the Universities of Valladolid, Burgos, Salamanca and Murcia, especially).

9. Regarding the above objectives, lay the foundations that put a broader and inter-university work group in a position to aspire in the near future to its recognition as a "group of excellence" in the terms provided for in Order 1623/2006. , of October 10, from the Ministry of Education of the Junta de Castilla y León.

RESEARCH LINES

• Market orientation and relationship marketing.

• Positive models of purchasing behavior (of the final consumer and the industrial customer).

• Development and launch strategy for new products.

• Execution and effectiveness of advertising, online marketing and customer loyalty programs.

• Marketing of local development and cultural heritage.