More than 400 million passengers flew in Europein 2018 on board airlines labelled as low cost, representing around 36% of the total air traffic in the continent. And in some countries, such as Spain, this number exceeded 50%. This gives an idea of the popularity that this business model has achieved, which shoulda priori be accompanied by familiarity with the basic principles upon which it is based. However, despite the fact that almost one out of every two passengers uses this type of airline for their travel, the low cost business model is a great unknown, not only for the …
The main objective of this book is to help you understand the idiosyncrasies of the brand and its strategic management in the company. With this end in mind, it has been divided into two blocks, as detailed below.
Chapters 1 to 5 form the first block, which offers a framework based on the conceptualization, types and need to promote the brand. From there, brand equity and brand capital are studied in terms of concepts, characteristics and perspectives of analysis. Once stipulated, the main models of brand equity and brand capital proposed in the literature are detailed, deciphering the elements most commonly …
The loads on structures and infrastructures as well as their self-weight are as a set of forces that need to be always transmitted to the ground.This is achieved by means of a foundation,a system composed of a structural transitional element and the support ground, being the latter the component which frequently controls the foundation behavior.
This Book includes a series of recommendations and concepts that can be useful in the phase of finding for a suitable foundation solution, in their pre-design phase and in the own foundation designThe final selection of a foundation and its design will require the use of …
Infrastructures and buildings are built on a material that is heterogeneous in nature and whose properties are imposed by its origin: the ground. Soil or rock, the ground plays an important role in the cost and viability of any infrastructures and buildings during both their construction and their operation. Thus, knowing the ground and properly characterizing it, stands essential. This Book deals with the geotechnical engineering techniques and methods used to carry out a useful and successful study of the ground. Beginning by laying the foundations for a good geotechnical planning, which must be supported on the use of appropriate …
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