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158-524: El Corte Inglés S.A. ( Spanish pronunciation: [el ˈkoɾte jŋˈɡles] ), headquartered in Madrid , is the biggest department store group in Europe and ranks third worldwide. Its primary source of sales is from department stores, followed by internet sales. It is a family business , with most stock held by relatives of the deceased businessmen Ramon Areces Rodriguez and César Rodríguez González (1882–1966), and

316-406: A sociedad anonimo in 1955. Induyco, in spite of having a non-proprietary relationship with El Corte Inglés, initially had El Corte Inglés as its exclusive wholesale client, and its employees were offered benefits as if they belonged to the same group. Later, Induyco still had El Corte Inglés as its majority client, although the relationship was no longer exclusive, though its share structure remained

474-401: A 0.8 km (0.31 sq mi) periurban park as well as municipal garden centres and compost plants. Madrid has a cold semi-arid climate ( Köppen BSk ), transitioning to a Mediterranean climate (Csa) in the western half. The city has continental influences. Winters are cool due to its altitude, which is approximately 667 m (2,188 ft) above sea level and distance from

632-533: A bad campaign can backfire and damage profits and sales. Undercover marketing and astroturfing are two type of guerrilla marketing that are deemed as risky and can be detrimental to the company. "Advertising can be dated back to 4000 BC where Egyptians used papyrus to make sales messages and wall posters. Traditional advertising and marketing slowly developed over the centuries but never bloomed until early 1900s" ("What Is Guerrilla Marketing?", 2010). Guerrilla marketing are relatively simple, use tactics to advertise on

790-510: A declaration of war calling all the Spaniards to fight against the French invaders. The city was invaded on 24 May 1823 by a French army—the so-called Hundred Thousand Sons of Saint Louis —called to intervene to restore the absolutism of Ferdinand that the latter had been deprived from during the 1820–1823 trienio liberal . Unlike other European capitals, during the first half of the 19th century

948-451: A department store organizational style similar to that of Galerias Preciados, which had been operational since 1943. The company saw continuous growth until 1952, when it converted its legal structure from a sociedad limitada to a sociedad anónima in which Cesar Rodriguez remained president and majority shareholder, a position which he held until his death in 1966. After this, Ramon Areces, who until then had been managing director, became

1106-423: A few forms of noise. Finally there is the response or feedback . This is the receiver's reaction to the communication of message and the way they understood it. Feedback relates to the way sales react as well as the interest or questions that arise in relation to the message put out. When considering touch points in an advertising campaign a brand looks for Multisensory touch points. These touch points help

1264-466: A form of marketing. "Collecting billions of people around the world through a series of status updates, tweets, and other rich media" ("Guerrilla Marketing Strategies for Small Businesses", 2013). Social media is a powerful tool in the world of business. Guerrilla marketing strategies and tactics are a great and cost effective way to generate" awareness for business, products and services. To maximize full potential of marketing efforts, it's to blend them with

1422-424: A free ride approach, this means that to cut their costs and increase the number of recipients simultaneously to maximize the low cost effect. For example, they will try to benefit from placing advertisements on big events e.g. sporting events. Guerrilla marketing was regarded to target existing customers rather than new ones, aiming to increase their engagement with a product and/ or brand. "When selecting audiences for

1580-445: A given brand. It is important for an advertising campaign to consider sensory cues into their campaign as market places continue to become increasingly competitive and crowded. Anyone of the given sensory characteristics may remind a person of the brand they best associate with. A prime example of this is Red Bull who use the colour, shapes and size of their cans to best relate their product to success and winning. A taller can looks like

1738-559: A high cost-to-contact ratio. ‹The template Manual is being considered for merging .›   When an organisation begins to construct their advertising campaign they need to research each and every aspect of their target market and target consumers. The target consumers (or "potential customers") are the people who are most likely to buy from an organisation. They can be categorized by several key characteristics: mainly gender, age, occupation, marital status, geographical location, behavioral, level of income and education. This process

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1896-483: A large group of potential customers is inefficient if only a handful become customers. A focused plan that reaches a tiny audience can work out well if they're already interested in a product. Over time target markets can change. People interested today might not be interested tomorrow, and those not interested in the present time might become interested over time. Analysing sales data and customer information helps businesses and individuals understand when their target market

2054-434: A message they want to share with potential consumers. An example of this is Vodafone wanting to tell their consumers and new consumers of a new monthly plan. The diagram then moves on to encoding which consists of the organisation putting messages, thoughts and ideas into a symbolic form that be interpreted by the target consumer using symbols or words. The third stage in the diagram is channel message . This occurs when

2212-561: A national retail union accused of being a yellow union by the UGT and CCOO . Some companies in the El Corte Inglés group, such as Induyco, have been criticized by groups like Oxfam for issues of precarious work and exploitation of textile workers in third world countries. The company has pursued vertical integration since early on, especially with textiles, when Ramon Areces and other shareholders founded Induyco in 1949, and which became

2370-531: A number of monuments and cultural institutions. The reforms enacted by his Sicilian minister were however opposed in 1766 by the populace in the so-called Esquilache Riots , a revolt demanding to repeal a clothing decree banning the use of traditional hats and long cloaks aiming to curb crime in the city. In the context of the Peninsular War , the situation in French-occupied Madrid after March 1808

2528-561: A particular brand, billboards, web sites and various other methods that connect the brand and consumer. The most effective touch points, as found in Effie Award - winning campaigns, are: interactive (91%), followed by TV (63%), print (52%) and consumer involvement (51%). Multi sensory touch points are subconscious yet helps use to recognise brands through characteristic identified through human sensors. These characteristics could be shape, colour, textures, sounds, smell or tastes associated with

2686-407: A powerful and robust online marking strategy with a marketing automation software" ("Guerrilla Marketing Strategies for Small Businesses", 2013). Which can boost small businesses. Guerrilla tactics consist of instruments that have effects on the efforts. Some instruments are usually there to maximize the surprise effect and some of these instruments mainly cutting advertising costs." Guerrilla marketing

2844-579: A radial system of communications and transports for the country through public investments. Philip V built the Royal Palace, the Royal Tapestry Factory and the main Royal Academies. The reign of Charles III , who came to be known as "the best mayor of Madrid", saw an effort to turn the city into a true capital, with the construction of sewers, street lighting, cemeteries outside the city and

3002-443: A relationship. Television and radio advertisements are also a form of advertising strategy derived from IMC. All of the components of IMC play an important role and a company may or may not choose to implement any of the integration strategies. Media channels, also known as, marketing communications channels, are used to create a connection with the target consumer and influence the behavior. Traditional methods of communication with

3160-621: A retail fashion outlet called Sfera. Its first big-box store , Bricor, specializing in home decor and DIY supplies, opened in 2006. In October 2013, the firm sold a 51% stake in the financing department to the Spanish banking group Grupo Santander for around €140 million. From 2014 to 2018 the CEO of the company was Dimas Gimeno . In March 2018, El Corte Inglés closed its store on La Rambla of Barcelona. In 2019, El Corte Inglés sold IECISA to GFI for €300 million. In June 2020, El Corte Inglés bought

3318-518: A severe housing shortage. Slums and squalor grew due to high population growth and the influx of the poor to the city. Construction of affordable housing failed to keep pace and increased political instability discouraged economic investment in housing in the years immediately prior to the Civil War. Anti-clericalism and Catholicism lived side by side in Madrid; the burning of convents initiated after riots in

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3476-489: A shift in the way marketers and advertisers interact with their consumers and now see it as a conversation between Advertising/ Marketing teams and consumers. IMC has emerged as a key strategy for organizations to manage customer experiences in the digital age, since organizations can communicate with people in more ways than those typically thought of as media. The more traditional advertising practices such as newspapers, billboards, and magazines are still used but fail to have

3634-430: A shoe that is advertised for playing sports, going for walks, hiking and casual wear will attract different groups of consumers. Another advantage of positioning is the competitive strength it gives to businesses/ individuals and their products, introducing new products successfully to the market and communicating new and varied features that are added to a product later on. The Communication of processes diagram refers to

3792-415: A short life, is difficult to measure/control and can convey a poor brand image. Direct mail consists of messages sent directly to consumers through the mail delivery service. It is one of the more "dated" media channels. In the modern day it has few advantages, except that it can be highly selective, and has high information content. Disadvantages are that it promotes a poor brand image ("junk mail") and has

3950-545: A starting point for Muslim offensives. After the disintegration of the Caliphate of Córdoba in the early 11th century, Madrid was integrated in the Taifa of Toledo . In the context of the wider campaign for the conquest of the taifa of Toledo initiated in 1079, Madrid was seized in 1083 by Alfonso VI of León and Castile , who sought to use the town as an offensive outpost against the city of Toledo, in turn conquered in 1085. Following

4108-567: A total loss when Gottschalks declared bankruptcy in the aftermath of the 2007-2008 financial crisis . This experience led to the company taking a much more conservative approach with its 2001 expansion in Portugal, with a store in Lisbon , followed in 2006 with a store in Vila Nova de Gaia , opposite the city of Porto . In 2006, just as it opened its second store outside of Spain (in Vila Nova de Gaia ),

4266-410: A trademark brand for themselves in order to be recognizable by a broad range of consumers. For example, a fast food restaurant positions itself as fast, cheap, and delicious. They are playing upon their strengths and most visible characteristics. On the other hand, a luxury car brand will position its brand as a stylish and expensive platform because they want to target a specific brand very different from

4424-750: A transported ancient Egyptian temple. Other urban parks are the Parque de El Capricho , the Parque Juan Carlos I (both in northeast Madrid), Madrid Río , the Enrique Tierno Galván Park  [ es ] , the San Isidro Park  [ es ] as well as gardens such as the Campo del Moro (opened to the public in 1978) and the Sabatini Gardens (opened to the public in 1931) adjacent to

4582-487: A very small budget. It is to make a campaign that is "shocking, funny, unique, outrageous, clever and creative that people can't stop talking about it" (Uk essays, 2016). Guerrilla marketing is different when compared to traditional marketing tactics (Staff, 2016). "Guerrilla marketing means going after conventional goals of profits, sales and growth but doing it by using unconventional means, such as expanding offerings during gloomy economic days to inspire customers to increase

4740-405: A wider audience. Depending on the age group and demographic, social media can influence a company's overall image. Using social media as a marketing tool has become a widely popular branding method. A brand has the chance to create an entire social media presence based around its own specific targeted community. With advancements in digital communications channels, marketing communications allow for

4898-487: Is a credit card which was introduced in 1968, and is one of the most popular in Spain, with 11.58 million active cards in Spain in 2017. Card holders have a one-month grace period to pay off the balance of their card, with an option to defer payment for up to three months without interest, although administrative fees apply. Payment can also be deferred with low interest payments for up to 36 months. The card also grants holders

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5056-491: Is a broad marketing concept that is no longer confined to large, static billboards on the side of motorways. More current and innovative approaches to OOH media range from street furniture to aerial blimps and the advance of digital OOH. As the world changes, there will always be new ways in which a campaign can revitalize this media channel. Its potential advantages are accessibility and reach, geographic flexibility and relatively low cost. Disadvantages to OOH media are that it has

5214-476: Is a way of increasing the number of individuals exposed to the advertising with the cost of campaign. The instrument of diffusion helps to each a wide audience, which causes none or little cost because consumers (viral marketing) or the media (guerrilla PR) pass on the advertising message" ("Guerrilla Marketing: The Nature of the Concept and Propositions for Further Research", 2016). Guerrilla campaigns usually implement

5372-418: Is also time-consuming, as it often "requires a considerable amount of time to identify a target audience" (Suttle, R. 2016). Also focusing on finding a target market can make one overlook other customers that may be in a product. Businesses or individuals may find that their 'average customer' might not include those that fall just outside of the average customers "demographics" (Suttle, R. 2016), which will limit

5530-463: Is called segmenting customers on the basis of demographics. Defining the target market helps businesses and individuals design a marketing campaign. This in turn helps businesses and individuals avoid waste and get their advertisements to likely customers. While attempting to find the correct target market it is important to focus on specific groups of individuals that will benefit. By marketing to specific groups of individuals that specifically relate to

5688-468: Is crucial in the concept of positioning. Adjusting or decreasing the product price has a profound impact on the sales of the product, and should complement the other parts of the positioning concept. The price needs to ensure survival, increase profit, generate survival, gain market shares, and establish an appropriate image. Promoting a product is essential in the positioning concept. It is the process marketers use to communicate their products' attributes to

5846-531: Is far riskier for a larger business to do guerrilla marketing tactics. Which can cause problem when their stunts become a flop when compared to smaller business, as they do not run as much risk, as most people will just write it off as another failed stunt. Many methods in guerrilla marketing consist of "graffiti (or reverse graffiti, where a dirty wall is selectively cleaned), interactive displays, intercept encounters in public spaces, flash mobs, or various PR stunts are often used." Small business use social media as

6004-488: Is imperative to the effectiveness of the Integrated Marketing Communication (IMC) strategy that exposure to certain demographics, consumer groups and target audiences is anticipated to provide clarity, consistency, and maximum communications impact. Print media is mainly defined as newspapers and magazines. With the transition in around 2006 – 2016 to digital information on phones, computers and tablets,

6162-427: Is in the hands of Cartera Mancor, S.L., which is also made up of the descendants of César Rodríguez, by way of Paloma García Peña. Approximately 3% is held by other members of the administrative council, and the remainder is divided between the treasure and some 3000 directors and executives of the company. It is presumed that these shareholders are always employees while they hold shares, since there are restrictions on

6320-498: Is increasing or decreasing. There are many advantages that are associated with finding a target market. One advantage is the "ability to offer the right product" (Suttle. R. 2016) through knowing the age and needs of the customer willing to purchase the item. Another advantage of target marketing assists businesses in understanding what price the customer will pay for the products or service. Businesses are also more efficient and effective at advertising their product, because they "reach

6478-726: Is located on the hills next to the left bank of the Manzanares River. The city grew to the east, reaching the Fuente Castellana Creek  [ es ] (now the Paseo de la Castellana ), and further east reaching the Abroñigal Creek  [ es ] (now the M-30 ). The city also grew through the annexation of neighbouring urban settlements, including those to the South West on

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6636-535: Is most important to them. For example, a person may compare brands of cars based on how sporty they think they look, affordability, practicality and classiness. How one person perceives a brand is different from another but is largely left to the advertising campaign to manipulate and create the perception that they want a consumer to envision Positioning is an important marketing concept that businesses implement to market their products or services. The positioning concept focuses on creating an image that will best attract

6794-403: Is on the rise, allowing the spread of newsworthy guerrilla campaigns. When establishing a guerrilla marketing strategy, there are seven elements to a clear and logical approach. Firstly, write a statement that identifies the purpose of the strategy. Secondly define how the purpose will be achieved concentrating on the key advantages. Next Levinson (1989) suggests writing a descriptive summary on

6952-514: Is reckoned via effectiveness measures. There are 5 key points that an advertising campaign must consider to ensure an effective campaign. These points are, integrated marketing communications, media channels, positioning, the communications process diagram and touch points . Integrated marketing communication (IMC) is a conceptual approach used by the majority of organizations to develop a strategic plan on how they are going to broadcast their marketing and advertising campaigns. Recently there has been

7110-512: Is the capital and most populous municipality of Spain . It has almost 3.4 million inhabitants and a metropolitan area population of approximately 7 million. It is the second-largest city in the European Union (EU), and its monocentric metropolitan area is the second-largest in the EU. The municipality covers 604.3 km (233.3 sq mi) geographical area. Madrid lies on

7268-430: Is the most cost-effective solution when compared to mass media advertising to interact with target consumers on a personal level. IMC also benefits small businesses, as they are able to submerge their consumers with communication of various kinds in a way that pushes them through the research and buying stages creating a relationship and dialogue with their new customer. Popular and obvious examples of IMC put into action are

7426-498: Is the sixth element. Lastly, clearly identify a budget which will be put solely towards marketing going forward. For a successful overall guerrilla marketing campaign, combine the above steps with seven winning actions. These seven principles are commitment – stick to the marketing plan without changing it; investment – appreciate that marketing is an investment, consistency – ensure the marketing message and strategy remains consistent across all forms of, confidence – show confidence in

7584-539: Is the term used for several types of marketing categories including street marketing, ambient marketing, presence marketing, alternative marketing, experimental marketing, grassroots marketing, flyposting, guerrilla projection advertising, undercover marketing and astroturfing . Jay Conrad Levinson coined the term Guerrilla Marketing with his 1984 book of the same name. Through the enhancement of technology and common use of internet and mobile phones, marketing communication has become more affordable and guerrilla marketing

7742-408: Is to have all of these aspects of marketing work together as a unified force. This can be done through methods, channels, and activities all while using a media platform. The end goal of IMC is to get the brand's message across to consumers in the most convenient way possible. The advantage of using IMC is that it can communicate the same message through several channels to create brand awareness. IMC

7900-520: The 1960s Spanish economic boom , while the south-eastern periphery became a large working-class area, which formed the base for active cultural and political movements. After the fall of the Francoist regime, the new 1978 constitution confirmed Madrid as the capital of Spain. The 1979 municipal election brought Madrid's first democratically elected mayor since the Second Republic to power. Madrid

8058-500: The Marks & Spencer stores in the Iberian peninsula in 2001. El Corte Inglés entered into a partnership with Repsol in 1998, through which El Corte Inglés would operate convenience stores at Repsol fuel stations . These stores were initially known as Repsol-Supercor, or Repsol-Opencor after 2008, while those not attached to fuel stations were called Opencor. In 2001, El Corte Inglés opened

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8216-677: The Plaza Mayor , the Royal Palace of Madrid ; the Royal Theatre with its restored 1850 Opera House; the Buen Retiro Park , founded in 1631; the 19th-century National Library building (founded in 1712) containing some of Spain's historical archives; many national museums, and the Golden Triangle of Art , located along the Paseo del Prado and comprising three art museums: Prado Museum ,

8374-587: The Reina Sofía Museum , a museum of modern art , and the Thyssen-Bornemisza Museum , which complements the holdings of the other two museums. The mayor is José Luis Martínez-Almeida from the People's Party . The origin of the name is unknown. There are various theories regarding the origin of the toponym "Madrid" (all of them with problems when it comes to fully explaining the phonetic evolution of

8532-535: The River Manzanares in the central part of the Iberian Peninsula at about 650 meters above mean sea level. The capital city of both Spain and the surrounding autonomous community of Madrid (since 1983), it is also the political, economic, and cultural centre of the country. The climate of Madrid features hot summers and cool winters. The primitive core of Madrid, a walled military outpost, dates back to

8690-687: The Royal Spanish Academy (RAE), the Instituto Cervantes and the Foundation of Urgent Spanish ( Fundéu RAE). Madrid organises fairs such as FITUR, ARCO, SIMO TCI and the Madrid Fashion Week . Madrid is home to two world-famous football clubs, Real Madrid and Atlético Madrid . While Madrid possesses modern infrastructure, it has preserved the look and feel of many of its historic neighbourhoods and streets. Its landmarks include

8848-552: The arts all contribute to its status as one of the world's major global cities . Madrid is considered the major financial centre and the leading economic hub of the Iberian Peninsula and of Southern Europe . The metropolitan area hosts major Spanish companies such as Telefónica , Iberia , BBVA and FCC . It concentrates the bulk of banking operations in the country and it is the Spanish-speaking city generating

9006-510: The gentrification and the spike of tourist apartments in the city centre) and the profusion of betting shops in working-class areas, leading to an "epidemic" of gambling among young people. Madrid lies in the centre of the Iberian peninsula on the southern Meseta Central , 60 km south of the Guadarrama mountain range and straddling the Jarama and Manzanares river sub-drainage basins, in

9164-527: The revolt of the Comuneros , led by Juan Lopez de Padilla , Madrid joined the revolt against Charles, Holy Roman Emperor , but after defeat at the Battle of Villalar , Madrid was besieged and occupied by the imperial troops. The city was however granted the titles of Coronada (Crowned) and Imperial . The number of urban inhabitants grew from 4,060 in the year 1530 to 37,500 in the year 1594. The poor population of

9322-439: The "Forlady" brand. On the side of real estate development, the company created Construcción, Promociones e Instalaciones S.A. in 1976, whose capital is derived in its entirety from the El Corte Inglés group, and which is responsible for the construction of new stores and renovation of existing ones. Madrid Madrid ( / m ə ˈ d r ɪ d / mə- DRID ; Spanish: [maˈðɾið] )

9480-623: The 10 m (108 sq ft) per inhabitant recommended by the World Health Organization. A great bulk of the most important parks in Madrid are related to areas originally belonging to the royal assets (including El Pardo, Soto de Viñuelas, Casa de Campo, El Buen Retiro, la Florida and the Príncipe Pío hill , and the Queen's Casino). The other main source for the "green" areas are the bienes de propios  [ es ] owned by

9638-593: The 1st place podium when placed next to competitors, the design looks like the finish flag in racing representing winning. The opportunity for an advertising campaign to succeed is significantly increased with the use of multi sensory touch points used as a point of difference between brands. Guerrilla marketing is an advertising strategy which increases brand exposure through the use of unconventional campaigns which initiate social discussion and "buzz". This can often be achieved with lower budgets than conventional advertising methods, allowing small and medium-sized businesses

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9796-414: The 3rd largest retailer by volume in Spain, behind Inditex and Mercadona . Total retail revenue in 2020 amount to €12,077 million. As of 2008, it was the second largest family business in Spain, and the 66th largest in the world. The company's retail revenue and net profit both increased continuously until 2007, when they began to drop. The company has not since returned to its 2007 peak of revenue, which

9954-559: The Bourbon army on 4 August 1706. The Habsburg army led by the Archduke Charles entered the city for a second time  [ es ] in September 1710, leaving the city less than three months after. Philip V entered the capital on 3 December 1710. Seeking to take advantage of the Madrid's location at the geographic centre of Spain, the 18th century saw a sustained effort to create

10112-660: The City Council. They were the main infrastructure for the supply of water until the arrival of the Canal de Isabel II in the mid-19th century. Madrid derives almost 73.5 percent of its water supply from dams and reservoirs built on the Lozoya River , such as the El Atazar Dam . This water supply is managed by the Canal de Isabel II, a public entity created in 1851. It is responsible for

10270-509: The Madrid population temporarily plummeted accordingly). Being the capital was decisive for the evolution of the city and influenced its fate and during the rest of the reign of Philip II, the population boomed, going up from about 18,000 in 1561 to 80,000 in 1598. During the early 17th century, although Madrid recovered from the loss of the capital status, with the return of diplomats, lords and affluent people, as well as an entourage of noted writers and artists together with them, extreme poverty

10428-665: The Manzanares. Other large forested areas include the Soto de Viñuelas , the Dehesa de Valdelatas  [ es ] and the Dehesa de la Villa  [ es ] . As of 2015, the most recent big park in the municipality is the Valdebebas Park. Covering a total area of 4.7 km (1.8 sq mi), it is sub-divided in a 3.4 km (1.3 sq mi) forest park (the Parque forestal de Valdebebas-Felipe VI  [ es ] ),

10586-572: The Ramon Areces foundation. El Corte Inglés is Spain's and Portugal's only remaining department store chain. El Corte Inglés has been a member of the International Association of Department Stores since 1998. Stores tend to be very large in size and offer a wide range of products: stores may sell music, movies, portable and household electronics, furniture, hardware, books, clothes, groceries, gourmet food, cars and real estate. In 1934,

10744-564: The Royal Palace. Further west, across the Manzanares, lies the Casa de Campo , a large forested area with more than 1700 hectares (6.6 sq mi) where the Madrid Zoo , and the Parque de Atracciones de Madrid amusement park are located. It was ceded to the municipality following the proclamation of the Second Spanish Republic in 1931. The Monte de El Pardo is the largest forested area in

10902-427: The aegis of a wider coordinated urban planning. Madrid grew through the annexation of neighboring municipalities, achieving the present extent of 607 km (234.36 sq mi). The south of Madrid became heavily industrialized, and there was significant immigration from rural areas of Spain. Madrid's newly built north-western districts became the home of a newly enriched middle class that appeared as result of

11060-647: The agricultural and less repopulated town of Madrid. After the decline of Sepúlveda , another concejo north of the mountain range, Segovia had become a major actor south of the Guadarrama mountains, expanding across the Lozoya and Manzanares rivers to the north of Madrid and along the Guadarrama river course to its west. In 1309, the Courts of Castile convened at Madrid for the first time under Ferdinand IV , and later in 1329, 1339, 1391, 1393, 1419 and twice in 1435. During

11218-603: The attention of an Asturian businessman named Pepin Fernandez who was looking to expand a business called Sederias Carretas which he had started in 1934 with a capital contribution from his cousin Cesar Rodriguez Gonzales. His plan was to purchase all of the properties on the block to construct a new building to house his business, a vision which was later realized in the form of Galerias Preciados . Around 1920, aged 15, Areces had gone to Havana , Cuba , and worked at

11376-410: The brand to develop a point of contact between themselves and the consumer. Modern day advancements in various forms of technology have made it easier for consumers to engage with brands in numerous ways. The most successful touch points are those that create value in the consumer and brands relationship. Common examples of touch points include social media links, QR codes, person handing out flyers about

11534-560: The chance to compete against larger competitors. Through unconventional methods, inventiveness and creativity, guerrilla marketing leaves the receiver with a long lasting impression of the brand as most guerrilla marketing campaigns target the receivers at a personal level, taking them by surprise and may incorporate an element of shock. Guerrilla marketing is typically executed exclusively in public places, including streets, parks, shopping centres etc., to ensure maximum audience resulting in further discussion on social media. Guerrilla marketing

11692-428: The city by 1956). A transitional planning intended to temporarily replace the shanty towns were the poblados de absorción , introduced since the mid-1950s in locations such as Canillas , San Fermín , Caño Roto, Villaverde , Pan Bendito  [ es ] , Zofío and Fuencarral , aiming to work as a sort of "high-end" shacks (with the destinataries participating in the construction of their own housing) but under

11850-648: The city in May 1931 worsened the political environment. However, the 1934 insurrection largely failed in the city. Madrid was one of the most heavily affected cities in the Spanish Civil War (1936–1939). It was a stronghold of the Republican faction from July 1936 and became an international symbol of anti-fascist struggle during the conflict. The city suffered aerial bombing, and in November 1936, its western suburbs were

12008-469: The city proliferated. The following administrations, also conservative, led by Alberto Ruiz-Gallardón and Ana Botella launched three unsuccessful bids for the 2012, 2016 and 2020 Summer Olympics. By 2005, Madrid was the leading European destination for migrants from developing countries , as well as the largest employer of non-European workforce in Spain. Madrid was a centre of the anti-austerity protests that erupted in Spain in 2011. As consequence of

12166-441: The city's history as the capital of formerly imperial Spain. The intense demographic growth experienced by the city via mass immigration from the rural areas of the country led to the construction of abundant housing in the peripheral areas of the city to absorb the new population (reinforcing the processes of social polarization of the city), initially comprising substandard housing (with as many as 50,000 shacks scattered around

12324-430: The city. Precipitation is typically concentrated in the autumn, winter, and spring. It is particularly sparse during the summer, taking the form of about two showers and/or thunderstorms during the season. Madrid is the european capital with the least amount of annual precipitation. At the metropolitan scale, Madrid features both substantial daytime urban cool island and nighttime urban heat island effects during

12482-433: The commitment to the guerrilla marketing strategy, patience – time and dedication to the strategy, assortment – incorporate different methods of advertising and marketing for optimum results, and subsequent – build customer loyalty and retention though follow up marketing post-sale. Levinson suggests guerrilla marketing tactics were initiated to enable small businesses with limited financial resources to gain an upper hand on

12640-620: The company announced expansion outside the Iberian Peninsula: Italy was to be the first country to host a store, but owing to the ongoing Eurozone crisis, the plan was suspended, as well as the opening of the third store in Portugal. Various food products bearing the El Corte Inglés brand are marketed in Latin American stores. According to Deloitte 's report on "Global Powers of Retailing," El Corte Inglés ranked 97th in 2020, down 27 places from 2019, when it ranked 69th. This made it

12798-464: The company trying to establish feedback between the company and its employees. The company provides training and educational assistance, financial services, and discounts or financing for purchasing goods and services. The company has received criticism for discriminating against women, harassment of labor unions , is directly implicated in exploitative labor practices. In the majority of the company's locations, union elections are won by Fetico or FASGA,

12956-522: The conquest, Christians occupied the center of the city, while Muslims and Jews were displaced to the suburbs. Madrid, located near Alcalá (under Muslim control until 1118), remained a borderland for a while, suffering a number of razzias during the Almoravid period, and its walls were destroyed in 1110. The city was confirmed as villa de realengo  [ es ] (linked to the Crown) in 1123, during

13114-411: The consumer include newspapers, magazines, radio, television, billboards, telephone, post, and door to door sales. These are just a few of the historically traditional methods. Along with traditional media channels, comes new and upcoming media channels. Social media has begun to play a very large role in the way media and marketing intermingle to reach a consumer base. Social media has the power to reach

13272-510: The consumer's expectations of the product/s they are willing to purchase from them. Positioning a product reinforces the companies name, product and brand. It also makes the brand popular and strengthens customer loyalty. Product benefits to customers are better advertised through positioning the product, which results in more interest and attention of consumers. This also attracts different types of consumers as products posse's different benefits that attract different groups of consumers, for example:

13430-520: The corporate giants who had unlimited budgets and resources at their disposal. Large companies cottoned on to the success of guerrilla marketing and have had hundreds of effective attention grabbing campaigns using the strategies originally designed for smaller businesses with minimal marketing budgets. Non-traditional, unconventional and shocking campaigns are highly successful in obtaining media coverage and therefore brand awareness, albeit good or bad media attention. However, like most marketing strategies

13588-516: The cost of reaching its target audience and the time (i.e. advertising during the holiday season tends to be more expensive). In the rapidly changing marketing and advertising environment, exposure to certain consumer groups and target audiences through traditional media channels has blurred. These traditional media channels are defined as print, broadcast, out-of-home and direct mail. The introduction of various new modern-day media channels has altered their traditional advantages and disadvantages. It

13746-469: The court was composed of ex-soldiers, foreigners, rogues and Ruanes, dissatisfied with the lack of food and high prices. In June 1561 Phillip II set his court in Madrid, installing it in the old alcázar . Thanks to this, the city of Madrid became the political centre of the monarchy, being the capital of Spain except for a short period between 1601 and 1606, in which the Court was relocated to Valladolid (and

13904-440: The death of Areces in 1989, his nephew Isidoro Álvarez became his successor and continued expanding the business while emphasizing self-reliant financing methods, opaque management techniques, and careful investment. In 1995, El Corte Inglés bought out Galerías Preciados, which was its only serious competitor and had entered bankruptcy. In addition to acquiring its arch-rival Galerias Preciados, El Corte Inglés also purchased all of

14062-470: The department store business at Almacenes El Encanto , accepted the request, and transferred ownership of El Corte Inglés to Cesar on 23 December 1935, and acquired the property where it was located on behalf of Sederias Carretas soon after. Once Cesar took ownership of El Corte Inglés, he designated Ramon Areces as manager, a position which he held until his death, including during the Spanish civil war . When

14220-576: The emergence of online content such as YouTube and Instagram , it would be difficult to anticipate where the market is headed in the next decade. Television's advantages are that it has mass coverage, high reach, quality reputation, low post per exposure and impacts human senses. Disadvantages would be that it has low selectivity, short message life and high production costs. Alternatively, radio offers flexibility, high frequency and low advertising and production costs. Disadvantages to radio are that its audio only, low attention-getting and short message. This

14378-557: The environmental value. During the reign of Ferdinand VII the regime of hunting prohibition for the Monte de El Pardo became one of full property and the expropriation of all possessions within its bounds was enforced, with dire consequences for the madrilenians at the time. It is designated as Special Protection Area for bird-life and it is also part of the Regional Park of the High Basin of

14536-524: The existence of an established settlement in Madrid dates from the Muslim age. In the second half of the 9th century, Umayyad Emir Muhammad I built a fortress on a headland near the river Manzanares as one of the many fortresses he ordered to be built on the border between Al-Andalus and the kingdoms of León and Castile , with the objective of protecting Toledo from the Christian reconquests and also as

14694-557: The famous retail chain Almacenes El Encanto , where he learned the basics of department store business. Cesar Rodriguez had asked Pepin Fernandez to hire his nephew Ramon Areces in Sederias Carretas shortly after his return from Cuba. Pepin refused, so Cesar requested that he at least allow Ramon to operate El Corte Inglés while plans to acquire the block and construct the new building were finalized. Pepin, who had also learned

14852-545: The fast food brand. For the positioning concept to be effective one must focus on the concepts of promotion, price, place and product. There are three basic objectives of promotion, which include: presenting product information to targeted business customers and consumers, increase demand among the target market, and differentiating a product and creating a brand identity. Tools that can be used to achieve these objectives are advertising, public relations, personal selling, direct marketing, and sales promotion. Price of an object

15010-488: The first president of El Corte Inglés S.L., and Ramon Areces, whose share of the capital contribution came from a loan facilitated by his uncle. As the business expanded, Cesar Rodriguez eventually became the majority shareholder, although Areces remained in charge of strategic decisions and the day-to-day operations of the business. In 1945 and 1946, El Corte Inglés acquired its new building and expanded to encompass 2,000 square meters of retail space on 5 floors, and shifted to

15168-472: The foundation, together with his own shares, which are believed to be somewhere between 15 and 27% of total shares, making him the largest shareholder. Cartera de Valores IASA is the second biggest shareholder, with 22% of shares. Approximately 9% of shares are owned by the children of Luis Areces, Ramon Areces' brother, via the Corporacion Ceslar . Equal parts of approximately 3% were divided between

15326-426: The founders Ramón Areces Rodriguez and Cesar Rodriguez Gonzalez bought a tailor's shop (which had opened in 1890) located on one of Madrid 's most central streets, calle Preciados , at the corner of calle Carmen and calle Rompelanzas , and made it into a limited company . The property where the shop was located had been owned by Julián Gordo Centenera since 1930. The prime location of the property soon attracted

15484-483: The four brothers of the Areces Fuentes brothers, sons of Ramon Areces' other brother Celestino. The brothers acquired these shares through inheritance after the liquidation of the holding company. After a lengthy legal conflict, however, they sold their shares to El Corte Inglés. Ingondel S.L. which held 6% of El Corte Inglés' capital, was property of descendants of César Rodríguez. It was acquired in 2009. A 7% share

15642-430: The frequent heat waves. Due to Madrid's altitude and dry climate, humidity is low and diurnal ranges are often significant, particularly on sunny winter days when the temperature rises in the afternoon before rapidly plummeting after nightfall. Madrid is among the sunniest capital cities in Europe. The highest recorded temperature was on 14 August 2021, with 40.7 °C (105.3 °F) and the lowest recorded temperature

15800-453: The homes of the influx of workers, while Ensanche became a middle-class neighbourhood of Madrid. The Spanish Constitution of 1931 was the first to legislate the location of the country's capital, setting it explicitly in Madrid. During the 1930s, Madrid enjoyed "great vitality"; it was demographically young, becoming urbanized and the centre of new political movements. During this time, major construction projects were undertaken, including

15958-410: The information or meaning the source wants to convoy, is put into a form to easily be transmitted to the targeted audience. This also includes the method that communication gets from the source to the receiver. Examples of this is Vodafone advertising on TV, bus stops and university campuses as students may be the intended consumer for the new plan. Decoding is the processes that the viewer interprets

16116-432: The intended audience. Businesses that implement the positioning concept focus on promotion, price, placement and product. When the positioning concept is effective and productive it elevates the marketing efforts made by a business, and assists the buyer in purchasing the product. The positioning process is imperative in marketing because of the specific level of consumer-based recognition is involved. A company must create

16274-541: The intended target market. In order for products to be successful businesses must focus on the customer needs, competitive pressures, available communication channels and carefully crafted key messages. Product Positioning presents several advantages in the advertising campaign, and to the businesses/ individuals that implement it. Positioning connects with superior aspects of a product and matches "them with consumers more effectively than competitors" (Jaideep, S. 2016). Positioning can also help businesses or individuals realise

16432-804: The largest number of webpages. Madrid houses the headquarters of the UN 's World Tourism Organization (UNWTO), the Ibero-American General Secretariat (SEGIB), the Organization of Ibero-American States (OEI), and the Public Interest Oversight Board (PIOB). It also hosts major international regulators and promoters of the Spanish language: the Standing Committee of the Association of Spanish Language Academies, headquarters of

16590-750: The late 9th century, under the Emirate of Córdoba . Conquered by Christians in 1083 or 1085, it consolidated in the Late Middle Ages as a sizeable town of the Crown of Castile . The development of Madrid as administrative centre fostered after 1561, as it became the permanent seat of the court of the Hispanic Monarchy . The Madrid urban agglomeration has the fourth-largest GDP in the European Union and its influence in politics , education , entertainment , environment , media , fashion , science , culture , and

16748-563: The latter's confluence with the Fuente Castellana thalweg in the south of the city. The Monte de El Pardo (a protected forested area covering over a quarter of the municipality) reaches its top altitude (843 m (2,766 ft)) on its perimeter, in the slopes surrounding El Pardo reservoir  [ es ] located at the north-western end of the municipality, in the Fuencarral-El Pardo district. The oldest urban core

16906-415: The likes of direct marketing to the consumer that the organization already has a knowledge that the person is interested in the brand by gathering personal information about them from when they previously shopped there and then sending mail, emails, texts and other direct communication with the person. In-store sales promotions are tactics such as '30% off' sales or offering loyalty cards to consumers to build

17064-430: The main demographic that is still exposed to traditional print media is older. It is also estimated that there will be a reduction of print material in the coming years, as print media moves online. Advertisers need to consider this; in some cases, they could use this to their advantage. The advantages of newspaper advertising are that it is low cost, timely, the reader controls exposure, and it provides moderate coverage to

17222-412: The message that the source sent. Obviously it is up to the source to ensure that the message encoded well enough so that it is received as intended. The receiver is also known as the viewer or potential consumer. This is the person who interprets the source message through channeling whether they are the intended target audience or not. Every day we interpret different advertisements even if we are not

17380-528: The moderating effect of the sea. While mostly sunny, rain, sporadic snowfalls and frequent frosts can occur between December and February with cooler temperatures particularly during the night and mornings as cold winds blow into the city from surrounding mountains. Summers are hot and sunny, in the warmest month, July, average temperatures during the day range from 32 to 34 °C (90 to 93 °F) depending on location, with maxima commonly climbing over 35 °C (95 °F) and occasionally up to 40 °C during

17538-407: The most powerful marketing weapons around, the telephone. Research shows that it will always increases profits and sales. The term "guerrilla first appeared during the war of independence in Spain and Portugal at the beginning of the 19th century it can be translated as battle" (Uk essays, 2016). Even thou guerrilla marketing was aimed for small business; this did not stop bigger business from adopting

17696-484: The most visited Spanish commercial website in Spain. It was the second most visited ecommerce website in Spain in 2017, behind Amazon.com . Since 1999 its General Director of Electronic Commerce and Distance Sales Division is Ricardo Goizueta Sagues and the Digital Director or Chief Digital Officer (CDO) is, since 2012, José María Fernández Ortega. Like Galerias Preciados in its time, El Corte Inglés' business model

17854-557: The municipality (including the Dehesa de la Villa, the Dehesa de Arganzuela or Viveros). El Retiro is the most visited location of the city. Having an area bigger than 1.4 km (0.5 sq mi) (350 acres), it is the largest park within the Almendra Central , the inner part of the city enclosed by the M-30. Created during the reign of Philip IV (17th century), it was handed over to

18012-628: The municipality in 1868, after the Glorious Revolution. It lies next to the Royal Botanical Garden of Madrid . Located northwest of the city centre, the Parque del Oeste ("Park of the West") comprises part of the area of the former royal possession of the "Real Florida", and it features a slope as the height decreases down to the Manzanares. Its southern extension includes the Temple of Debod ,

18170-508: The municipality. A holm oak forest covering a surface over 16,000 hectares, it is considered the best preserved mediterranean forest in the Community of Madrid and one of the best preserved in Europe. Already mentioned in the Alfonso XI 's Libro de la montería  [ es ] from the mid-14th century, its condition as hunting location linked to the Spanish monarchy help to preserve

18328-464: The northern extension of the Paseo de la Castellana , one of Madrid's major thoroughfares. The tertiary sector, including banking, insurance and telephone services, grew greatly. Illiteracy rates were down to below 20%, and the city's cultural life grew notably during the so-called Silver Age of Spanish Culture; the sales of newspapers also increased. Conversely, the proclamation of the Republic created

18486-460: The objective of being used for a significant period but many of them are temporal due to factors like being not effective or market conditions, competition and marketing mix . Advertising campaigns are built to accomplish a particular objective or a set of objectives. Such objectives usually include establishing a brand, raising brand awareness, and aggrandizing the rate of conversions/sales. The rate of success or failure in accomplishing these goals

18644-569: The older generations in western society. Disadvantages are the aging demographic, short life, clutter and that it attracts less attention. Magazines are similar in some cases, but as they are a niche product they increase segmentation potential; they also have high information content and longevity. Disadvantages are that they are visual only, they lack flexibility and a long lead time for advertisement placement. Traditional broadcast media's primary platforms are television and radio . These are still relatively prominent in modern-day society, but with

18802-678: The only noticeable bourgeois elements in Madrid (that experienced a delay in its industrial development up to that point) were merchants. The University of Alcalá de Henares was relocated to Madrid in 1836, becoming the Central University . The economy of the city further modernized during the second half of the 19th century, consolidating its status as a service and financial centre. New industries were mostly focused in book publishing, construction and low-tech sectors. The introduction of railway transport greatly helped Madrid's economic prowess, and led to changes in consumption patterns (such as

18960-633: The opening of its second department store in Barcelona , and expansion continues until the present. Expansion also diversified into other formats including Hipercor , first introduced in Seville in 1980. In 1969, the company started to branch out of the retail sector, first opening a travel agency , Viajes El Corte Inglés, in 1969, followed by a telecom and computing equipment wholesaler, Investronica, in 1980, and an IT services and software development company, Informática El Corte Inglés (IECISA) , in 1986. On

19118-432: The order of operation an advertising campaign pieces together the flow of communication between a given organisation and the consumer. The diagram usually flows left to right (unless shown in a circular array) starting with the source. An advertising campaign uses the communication process diagram to ensure all the appropriate steps of communication are being taken in order. The source is the person or organisation that has

19276-463: The performance of the following actors: The company's main business model has remained constant until the present. Its social and corporate responsibility documents emphasize five pillars of commitment to the customers: quality, service, assortment, specialization, and guarantees. This approach has been used to build customer loyalty . In the food department, the company has launched a generic brand called Aliada. The El Corte Inglés shopping card

19434-442: The possibility of two-way communications where an immediate consumer response can be elicited. Digital communications tools include: websites, blogs, social media, email, mobile, and search engines as a few examples. It is important for an advertising campaign to carefully select channels based on where their target consumer spends time to ensure market and advertising efforts are maximized. Marketing professionals should also consider

19592-432: The president and largest shareholder. The competition between El Corte Inglés and Galerias Preciados in the 1950s and 60's caused a revolution in Spanish retail distribution. Seasonal discounts, organized ad campaigns , air conditioned stores, massive use of publicity, large scale use of display windows , customer loyalty cards , point of sale data collection, and more. The expansion of El Corte Inglés began in 1962 with

19750-659: The private security and services company MEGA 2 for 28 million euros. The first attempts at international expansion took place in 1981 with the acquisition of the Harris Company , a chain of mid-sized department stores in the United States . The venture was unsuccessful, and in 1998 El Corte Inglés made a deal with Gottschalks , in which Gottschalks took over management of the Harris Company's stores and gave El Corte Inglés 16% of Harris Company stock. This later turned out to be

19908-441: The product, businesses and individuals will more quickly and efficiently find those who will purchase the product. Businesses and individuals that monitor their existing data (customer and sales data) will find it easier to define their target market, and surveying existing customers will assist in finding more customers. Avoiding inefficiencies when finding a target market is equally as important. Wasting time and money advertising to

20066-498: The reign of Alfonso VII . The 1123 Charter of Otorgamiento established the first explicit limits between Madrid and Segovia, namely the Puerto de El Berrueco and the Puerto de Lozoya. Beginning in 1188, Madrid had the right to be a city with representation in the courts of Castile. In 1202, Alfonso VIII gave Madrid its first charter to regulate the municipal council, which was expanded in 1222 by Ferdinand III . The government system of

20224-488: The rest of the country, a heroin crisis took a toll in the poor neighborhoods of Madrid in the 1980s. Benefiting from increasing prosperity in the 1980s and 1990s, the capital city of Spain consolidated its position as an important economic, cultural, industrial, educational, and technological centre on the European continent. During the mandate as Mayor of José María Álvarez del Manzano construction of traffic tunnels below

20382-419: The right bank of the Manzanares. Madrid has the second highest number of aligned trees in the world, with 248,000 units, only exceeded by Tokyo. Madrid's citizens have access to a green area within a 15-minute walk. Since 1997, green areas have increased by 16%. At present, 8.2% of Madrid's grounds are green areas, meaning that there are 16 m (172 sq ft) of green area per inhabitant, far exceeding

20540-436: The right consumers with messages that are more applicable" (Suttle. R. 2016). However, there are several disadvantages that can be associated with target marketing. Firstly, finding a target market is expensive. Often businesses conduct primary research to find whom their target market is, which usually involves hiring a research agency, which can cost "tens of thousands of dollars" (Suttle, R. 2016). Finding one's target market

20698-416: The right to at least 2 hours free parking in store parking garages , and allows the purchase of any product sold in El Corte Inglés centers. Since 2006, the card can also be used to pay for fuel at Repsol fuel stations. In 2011, the company's workforce was made up of 99,323 employees, down from 102,699 the previous year. 93% of those had long-term contracts, and 71% were full-time. The median age of employees

20856-503: The sale of their products. The last disadvantage to note is the ethical ramifications that are associated with target marketing. An example of this would be a "beer company that may target less educated, poorer people with larger-sized bottles" (Suttle, R. 2016). In advertising various brands compete to the most important brand to the consumer. Everyday consumers view advertising and rank particular brands compared to their competitors. Individuals rank these specific brands in an order of what

21014-568: The same effect now as they did in previous years. Current research shows that no other form of commercial communication shares the same essential elements as the mobile forms, making it unique in its advertising impact. The importance of the IMC is to make the marketing process seamless for both the brand and the consumer. IMC attempts to meld all aspects of marketing into one cohesive piece. This includes sales promotion, advertising, public relations, direct marketing, and social media. The entire point of IMC

21172-399: The same ideology. "Larger business has been using unconventional marketing to complement their advertising campaigns, even then some marketers argue that when bigger business utilize guerrilla marketing tactics, it isn't true guerrilla" ("What Is Guerrilla Marketing?", 2010). The reason being that larger companies have bigger budgets and usually their brands well established. In some cases, it

21330-485: The same, and Isidoro Alvarez was the president. In 2010 El Corte Inglés integrated Induyco into its corporate structure, and in 2012 it ceased activities. In the field of texties, in addition to Induyco, the company created Confecciones Teruel in 1975 and Industrias del Vestido in 1976. Both companies got the majority of their capital from the Induyco group which itself was part of Investronica and Invesgen . Its creation

21488-591: The scene of an all-out battle. The city fell to the Francoists in March 1939. A staple of post-war Madrid ( Madrid de la posguerra ) was the widespread use of ration coupons . Meat and fish consumption was scarce, resulting in high mortality due to malnutrition. Due to Madrid's history as a left-wing stronghold, the right-wing victors considered moving the capital elsewhere (most notably to Seville ), but such plans were never implemented. The Franco regime instead emphasized

21646-677: The service sector, the El Corte Inglés group owns: El Corte Inglés owns 100% of a number of businesses auxiliary to their main business functions, unless otherwise noted. The company has partial ownership in other businesses: El Corte Inglés' website was the largest in terms of the number of its customers in Spain, with 3.7 million customers in 2011. In 2013, 3.5 million customers and 137 million visits were registered. In December 2016 they reached their monthly peak, with more than 14 million unique users and more than 30 million visits to www.elcorteingles.es, increasing to 32 million in January 2017, becoming

21804-412: The size of each purchase" (Staff, 2016). Guerrilla marketing also suggests that rather than investing money, it is better to "invest time, energy, imagination and knowledge" (Staff, 2016) instead. Guerrilla marketing puts profit as their main priority not sales as their main focal point, this is done to urge the growth of geometrically by enlarging the size of each transactions. This all done through one of

21962-492: The spillover of the 2008 financial and mortgage crisis , Madrid has been affected by the increasing number of second-hand homes held by banks and house evictions . The mandate of left-wing Mayor Manuela Carmena (2015–2019) delivered the renaturalization of the course of the Manzanares across the city. Since the late 2010s, the challenges the city faces include the increasingly unaffordable rental prices (often in parallel with

22120-423: The substitution of salted fish for fresh fish from the Spanish coasts) as well as further strengthening the city's role as a logistics node in the country's distribution network. Electric lighting in the streets was introduced in the 1890s. During the first third of the 20th century the population nearly doubled, reaching more than 850,000 inhabitants. New suburbs such as Las Ventas, Tetuán and El Carmen became

22278-556: The summer season in relation to its surroundings, which feature thinly vegetated dry land. In the 17th century, the viajes de agua (a kind of water channel or qanat ) were used to provide water to the city. Some of the most important ones were the Viaje de Amaniel  [ es ] (1610–1621, sponsored by the Crown), the Viaje de Fuente Castellana  [ es ] (1613–1620) and Abroñigal Alto  [ es ] / Abroñigal Bajo  [ es ] (1617–1630), sponsored by

22436-414: The supply, depurating waste water and the conservation of all the natural water resources of the Madrid region. The population of Madrid has overall increased since the city became the capital of Spain in the mid-sixteenth century, and has stabilised at approximately 3,000,000 since the 1970s. From 1970 until the mid-1990s, the population dropped. This phenomenon, which also affected other European cities,

22594-514: The target audience for that advertisement. In between these steps there are external factors acting as distractions, these factors are called noise . Noise distorts the way the message gets to the intended target audience. These distractions are from all other forms of advertising and communication from every other person or organisation. Examples of noise are State of mind, unfamiliar language, unclear message, Values, Attitudes, Perceptions, Culture and Knowledge of similar products or services to name

22752-435: The target market or consumers. The fourth element is to establish a statement that itemizes the marketing tools and methods planning to be used in the strategy (for example, radio advertising during 6.30am – 9am on weekday mornings or window displays that are regularly updated). The fifth step is to create a statement which positions the brand/product/company in the market. Define the brands characteristics and give it an identity

22910-570: The toponym), namely: Nicknames for Madrid include the plural Los Madriles and La Villa y Corte ( lit.   ' the town and court ' ). The site of modern-day Madrid has been occupied since prehistoric times, and there are archaeological remains of the Celtic Carpetani settlement, Roman villas , a Visigoth basilica near the church of Santa María de la Almudena and three Visigoth necropolises near Casa de Campo, Tetuán and Vicálvaro. The first historical document about

23068-535: The town was changed to a regimiento of 12 regidores by Alfonso XI on 6 January 1346. Starting in the mid-13th century and up to the late 14th century, the concejo of Madrid vied for the control of the Real de Manzanares territory against the concejo of Segovia , a powerful town north of the Sierra de Guadarrama mountain range, characterised by its repopulating prowess and its husbandry-based economy, contrasted with

23226-508: The transfer of shares. The administrative council of El Corte Inglés is composed of the following individuals: The business group is divided into the following areas of activity, which are usually commercially configured as companies whose shareholding belongs in its entirety or overwhelmingly majority to El Corte Inglés S.A .: In the IT and communications fields, El Corte Inglés has three subsidiaries, which are listed in order of establishment: In

23384-400: The war ended in 1939, El Corte Inglés relocated to calle Preciados , on the corner of calle Tetuan , near the location of Almacenes el Aguila , to make way for the new Galerias Preciados building. After the move in 1940, Areces turned the tailor's shop into a sociedad limitada , registering with 1 million pesetas of capital, and shares divided equally between Cesar Rodriguez, who became

23542-429: The wider Tagus River catchment area. With an average altitude of 650 m (2,130 ft), Madrid is the second highest capital of Europe (after Andorra la Vella ). The difference in altitude within the city proper ranges from the 700 m (2,297 ft) around Plaza de Castilla in the north of city to the 570 m (1,870 ft) around La China wastewater treatment plant on the Manzanares' riverbanks, near

23700-431: Was 39 years, with 13 years of experience. 37% of total employees were male compared to 63% female, although in management males outnumbered females. Annual reports indicated that in 2012, the total number of employees further declined to 96,678, 94% of whom were full time, and 64% of whom were female. The relationship between El Corte Inglés and its employees has traditionally been formal, familiar, and paternalistic, with

23858-683: Was based on introducing American style department stores to Spain during a period where Spain was emerging from economic isolation and autarky . As such, its business model revolved around the idea of a store where customer could buy everything, hence its slogan "The store for all your shopping" ( La tienda de todas tus compras). Stores aimed not only to offer a wide variety of articles, but also goods of different levels of quality, with goods divided into departments with additional services such as home deliveries, wedding lists, repairs included in sale price, etc., as well as satisfaction and quality assurances through money-back guarantees . This model depends on

24016-592: Was becoming more and more tense. On 2 May, a crowd began to gather near the Royal Palace protesting against the French attempt to evict the remaining members of the Bourbon royal family to Bayonne , prompting up an uprising against the French Imperial troops that lasted hours and spread throughout the city, including a famous last stand at the Monteleón barracks. Subsequent repression was brutal, with many insurgent Spaniards being summarily executed . The uprising led to

24174-460: Was caused in part by the growth of satellite suburbs at the expense of the downtown region within the city proper. Advertising campaign The campaign theme is the central message that will be received in the promotional activities and is the prime focus of the advertising campaign, as it sets the motif for the series of individual advertisements and other marketing communications that will be used. The campaign themes are usually produced with

24332-509: Was close to €18,000 million, with €747.6 million net profits. Since then, both revenue and profits declined until 2015, and then increased until 2019. Although the company is known for jealously guarding its privacy, numerous statements have indicated that the Ramón Areces Foundation is the biggest shareholder, with 37% of the company's shares willed to the foundation by its founder. Isidoro Alvarez controls these shares as president of

24490-509: Was however rampant. The century also was a time of heyday for theatre, represented in the so-called corrales de comedias . The city changed hands several times during the War of the Spanish Succession : from the Bourbon control it passed to the allied "Austracist" army with Portuguese and English presence that entered the city in late June 1706  [ es ] , only to be retaken by

24648-421: Was motivated by labor conflicts which occurred at Induyco during those years. In the field of supplying special materials for sale, the company created Mostoles Industrial in the same way as Induyco. Mostoles Industrial , unlike Induyco, retained El Corte Inglés as its exclusive customer while having a non-proprietary relationship with it. Mostoles is most well known for its production of kitchen furniture for

24806-542: Was on 16 January 1945 with −10.1 °C (13.8 °F) in Madrid. While at the airport, in the eastern side of the city, the highest recorded temperature was on 24 July 1995, at 42.2 °C (108.0 °F), and the lowest recorded temperature was on 16 January 1945 at −15.3 °C (4.5 °F). From 7 to 9 January 2021 , Madrid received the most snow in its recorded history since 1904; Spain's meteorological agency AEMET reported between 50 and 60 cm (20 and 24 in) of accumulated snow in its weather stations within

24964-430: Was the scene of some of the most important events of the time, such as the mass demonstrations of support for democracy after the failed coup, 23-F , on 23 February 1981. The first democratic mayors belonged to the centre-left PSOE ( Enrique Tierno Galván , Juan Barranco Gallardo ). Since the late 1970s and through the 1980s Madrid became the center of the cultural movement known as la Movida . Conversely, just like in

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