Capital social: su papel en la práctica del marketing a través de 17 ideas

[Resumen] Este artículo, de naturaleza exploratoria y descriptiva, tiene como objetivo vincular la teoría del Capital Social y el Marketing. Bajo este prisma, se inicia con una crítica al enfoque tradicional de la ciencia económica (paradigma neoclásico), que condujo hace años a un enfoque de marketing “aislado” y muy transaccional. A continuación, a través de 17 puntos, se presenta la contribución real —o potencial— y enriquecedora del capital social (normas y valores, confianza, redes sociales) a la teoría y praxis del marketing estratégico y el marketing operativo.[Abstract] This exploratory and descriptive article aims to link the theory of Social Capital and Marketing. With this purpose it starts from a criticism of the traditional approach of economic science (neoclassical paradigm), which led years ago towards a self-contained and very transactional marketing approach. Next, through 17 ideas, it is presented the real —or potential— and enriching contribution of social capital (norms and values, trust, social networks) to the theory and practice of strategic marketing and tactical marketing

Lightweight learning from label proportions on satellite imagery

This work addresses the challenge of producing chip level predictions on satellite imagery when only label proportions at a coarser spatial geometry are available, typically from statistical or aggregated data from administrative divisions (such as municipalities or communes). This kind of tabular data is usually widely available in many regions of the world and application areas and, thus, its exploitation may contribute to leverage the endemic scarcity of fine grained labelled data in Earth Observation (EO). This can be framed as a Learning from Label Proportions (LLP) problem setup. LLP applied to EO data is still an emerging field and performing comparative studies in applied scenarios remains a challenge due to the lack of standardized datasets. In this work, first, we show how simple deep learning and probabilistic methods generally perform better than standard more complex ones, providing a surprising level of finer grained spatial detail when trained with much coarser label proportions. Second, we provide a set of benchmarking datasets enabling comparative LLP applied to EO, providing both fine grained labels and aggregated data according to existing administrative divisions. Finally, we argue how this approach might be valuable when considering on-orbit inference and training. Source code is available at https://github.com/rramosp/llpeoComment: 16 pages, 13 figure

Solid-tumor mortality in the vicinity of uranium cycle facilities and nuclear power plants in Spain.

To ascertain solid tumor mortality in towns near Spain's four nuclear power plants and four nuclear fuel facilities from 1975 to 1993, we conducted a mortality study based on 12,245 cancer deaths in 283 towns situated within a 30-km radius of the above installations. As nonexposed areas, we used 275 towns lying within a 50- to 100-km radius of each installation, matched by population size and sociodemographic characteristics (income level, proportion of active population engaged in farming, proportion of unemployed, percentage of illiteracy, and province). Using log-linear models, we examined relative risk for each area and trends in risk with increasing proximity to an installation. The results reveal a pattern of solid-tumor mortality in the vicinity of uranium cycle facilities, basically characterized by excess lung [relative risk (RR) 1.12, 95% confidence interval (CI), 1.02-1.25] and renal cancer mortality (RR 1.37, 95% CI, 1.07-1.76). Besides the effects of natural radiation, these results could well be evincing the influence on public health exerted by the environmental impact of mining. No such well-defined pattern appeared in the vicinity of nuclear power plants. Monitoring of cancer incidence and mortality is recommended in areas surrounding nuclear fuel facilities and nuclear power plants, and more specific studies are called for in areas adjacent to installations that have been fully operational for longer periods. In this regard, it is important to use dosimetric information in all future studies

Clarifying the concept of social capital through its three perspectives: individualistic, communitarian and macrosocial

The concept of social capital has received increasing attention in recent years. The complexity and multidimensionality that accompany the variable of social capital have caused confusion and ambiguity. This article presents a synthesis of social capital in three perspectives. From the individualistic or micro-social perspective, social capital is an "individual resource" that consists of the networks of relations of the focal subject that bring it a set of instrumental and expressive resources. For the communitarian or meso-social perspective, social capital is a "community resource" or set of attributes and properties present in the social structure (shared norms and values, private trust, closure ...) that facilitate its functioning and collective action. Finally, for the macrosocial perspective, social capital is a "macrosocial and macroinstitutional resource" resting on aspects such as civic-mindedness, general trust and social cohesion, which favors the functioning of the economy and society in general

Marketing relacional y comunidad de marca: el caso de Netflix

[Abstract] The aim of this article is to examine the relationship marketing model and the concept of brand community based on a case study of the content platform and production company, Netflix. Relationship marketing places a strong focus on the strategic management of collaborative relationships with customers and other stakeholders as a way of creating and distributing value in an equitable and mutually beneficial way. This study focuses on the idea of ‘community around the brand’, understood as a structured set of social relationships between the ‘fans’ of a brand and between the brand and its customers, who often dictate brand decisions. A theoretical analysis of the subject and a review of the relevant literature are followed by a case study of the leading content streaming company, Netflix, which analyses the company’s relationship marketing and community-building strategies and their role in the brand’s success.[Resumen] El objetivo del presente artículo es profundizar en el paradigma del marketing relacional y en el concepto de comunidad de marca, desarrollando el caso de estudio de la empresa Netflix. El marketing relacional otorga alta relevancia a la gestión estratégica de las relaciones colaborativas con los clientes y otros grupos de interés, con el propósito de crear y distribuir valor de manera equitativa y mutuamente beneficiosa. En concreto, el texto destaca la idea de "comunidad en torno a la marca", entendida como un conjunto estructurado de relaciones sociales entre los "fans" de una marca y entre la marca y dichos clientes que a menudo se convierten en prescriptores. Tras el estudio teórico sobre estos motivos y la pertinente revisión de la literatura, se desarrolla el caso de estudio la mencionada empresa líder en el sector del streaming, destacando las estrategias de marketing relacional y de creación de comunidad que la marca Netflix viene desarrollando y que se configuran como una de las principales claves de su éxito

Retromarketing: conceptos, factores determinantes, estrategias y ámbitos de aplicación

[Abstract] Retromarketing, also known as nostalgia marketing, is a strategy/activity that "uses the past to sell in the present". Its growth has been exponential in recent years, both in academia and in business praxis. The objective of this paper is to carry out a theoretical review on this topic, and for this it extends in its essential terminology, in the determining factors of retro/vintage demand, in the most relevant strategies, and in the specific areas of application. of retromarketing[Resumen] El Retromarketing, también conocido como marketing de nostalgia, es una estrategia/actividad que “emplea el pasado para vender en el presente”. Su crecimientro ha sido exponencial en los últimos años, tanto en la academia como en la praxis empresarial. El objetivo del presente trabajo es llevar a cabo una revisión teórica sobre este motivo, y para ello se extiende en su terminología esencial, en los factores determinantes de la demanda retro/vintage, en las estrategias más relevantes, y en los ámbitos específicos de aplicación del retromarketin

Enhancing Self-Supervised Learning for Remote Sensing with Elevation Data: A Case Study with Scarce And High Level Semantic Labels

This work proposes a hybrid unsupervised and supervised learning method to pre-train models applied in Earth observation downstream tasks when only a handful of labels denoting very general semantic concepts are available. We combine a contrastive approach to pre-train models with a pixel-wise regression pre-text task to predict coarse elevation maps, which are commonly available worldwide. We hypothesize that this will allow the model to pre-learn useful representations, as there is generally some correlation between elevation maps and targets in many remote sensing tasks. We assess the performance of our approach on a binary semantic segmentation task and a binary image classification task, both derived from a dataset created for the northwest of Colombia. In both cases, we pre-train our models with 39k unlabeled images, fine-tune them on the downstream tasks with only 80 labeled images, and evaluate them with 2944 labeled images. Our experiments show that our methods, GLCNet+Elevation for segmentation, and SimCLR+Elevation for classification, outperform their counterparts without the pixel-wise regression pre-text task, namely SimCLR and GLCNet, in terms of macro-average F1 Score and Mean Intersection over Union (MIoU). Our study not only encourages the development of pre-training methods that leverage readily available geographical information, such as elevation data, to enhance the performance of self-supervised methods when applied to Earth observation tasks, but also promotes the use of datasets with high-level semantic labels, which are more likely to be updated frequently. Project code can be found in this link \href{https://github.com/omarcastano/Elevation-Aware-SSL}{https://github.com/omarcastano/Elevation-Aware-SSL}

Los medios de comunicación y su influjo en las tres dimensiones del capital social. ¿Una oportunidad para el marketing social?

[Abstract] The aim of this article is to carry out an exploratory analysis and literature review about the influence of the traditional and digital media on social capital. The concept-variable social capital refers to the set of attributes of the social dimension that promote cooperative behaviors and favor the functioning of the economy and society in general. Its study as a development factor has grown strongly in recent years. Social capital has three different dimensions: cognitive (norms and values), structural (networks of interpersonal relationships), and relational (trust). This text gathers various effects of the media in each of these dimensions and concludes that this influence can be considered as an opportunity for the implementation of social marketing, whose ultimate goal is the well-being of citizens.[Resumen] El objetivo del presente artículo es llevar a cabo un análisis exploratorio y de revisión de la literatura en torno a la influencia de los medios de comunicación, tradicionales y digitales, en el capital social. El concepto-variable capital social alude al conjunto de atributos de la dimensión social que promueven comportamientos cooperativos y favorecen el funcionamiento de la economía y la sociedad en general. Su estudio como factor de desarrollo ha crecido con fuerza en los últimos años. El capital social tiene tres dimensiones diferenciadas: la cognitiva (normas y valores), la estructural (redes de relaciones interpersonales), y la relacional (confianza). Este texto recoge variados efectos de los medios en cada una de estas dimensiones y concluye que este influjo puede plantearse como una oportunidad para la implementación del marketing social, cuyo fin último es el bienestar de la ciudadanía

Relationship between the esophageal voice learning and anxiety and depression levels in total laryngectomees

La pérdida de la voz laríngea es la principal consecuencia que sufren los laringectomizados totales, por lo que el aprendizaje de una nueva voz es el objetivo principal de la rehabilitación de estos pacientes. La voz erigmofónica es una de las posibilidades que tiene estos pacientes para recuperar la capacidad de comunicación oral de una manera natural. La laringectomía total se asocia a consecuencias psicológicas, como la ansiedad y la depresión, frecuentemente presentes en la enfermedad oncológica. En la investigación que presentamos, se hace referencia a la posible incidencia de algunas de las características de la voz erigmofónica sobre los niveles de ansiedad y de depresión de estos pacientes. Los cambios observados en estas respuestas en función de la percepción que tienen sobre su nueva voz, de los cambios experimentados en su aprendizaje, de la importancia que ha supuesto para ellos y si tienen impresión de habla correcta con las personas con las que se comunican. Se ha valorado la incidencia que ha supuesto el tiempo que les ha costado alcanzar un nivel mínimo de dominio de la voz erigmofónica necesaria para mantener comunicación oral. Los resultados obtenidos confirman la significación o valor predictivo de tres de las variables estudiadas: Las personas que perciben que han aprendido a hablar, que hablan bien y que hablan con cualquiera (no solo con familiares) están menos deprimidos. En el caso de la ansiedad no se encuentran efectos. Hemos elaborado un perfil del paciente que no disminuye su nivel de depresión después de haber adquirido la voz erigmofónica: considera que ha aprendido a hablar con dificultad, ya que le ha costado más de 6 meses; pero no se siente nada satisfecho con su nueva voz, tiene la impresión de no hablar correctamente, habla solamente con familiares y la pérdida de la voz le supuso un sentimiento de incapacidad. La laringectomía le afectó mucho psicológicamente, familiarmente, socialmente y laboralmente (está en paro). Se siente muy afectado físicamente, con molestias por el traqueostoma, dificultades en la respiración y dificultades para tragar alimentos. Es relativamente joven (54 años) y está viudo.The loss of laryngeal voice is the main consequence suffered by total laryngectomy, so learning a new voice is the main objective of the rehabilitation of these patients. Esophageal voice is one of the possibilities for patients to recover oral communication skills in a natural way. Total laryngectomy is associated with psychological consequences such as anxiety and depression often present in cancer disease. The present research is about the potential impact of some of the characteristics of the esophageal voice on levels of anxiety and depression in these patients. The observed changes in these responses in terms of perceptions about his new voice, the changes in their learning, the importance that has meant for them and if they have impression of correct speech and with whom they communicate. We evaluated the impact of time it took them to reach a minimum level of mastery of esophageal voice necessary to maintain oral communication. The results obtained confirm the significance or predictive value of three of the variables studied: People who perceive they have learned to speak, they speak well and speak with anyone (not just family) are less depressed. In the case of anxiety are no effects. We have developed a patient profile that does not diminish their level of depression after having acquired the voice erigmofónica: Consider who has learned to speak with difficulty, and that has cost more than 6 months, but does not feel at all satisfied with their new voice, has the impression of not speaking properly, speak only with family and lost his voice was a sense of incapacity. Laryngectomy psychologically affected him deeply, familiarly, socially and occupationally (is unemployed). He feels physically affected with discomfort for the tracheostoma, difficulty in breathing and swallowing difficulties. The patient is relatively young (54 years) and is a widower