No. 28 (2011): Revista Perspectivas N° 28

This issue presents relevant essays on planning, consumer behavior, projects, organizational communication, economics, and resource allocation. It covers fundamental concepts and tools for organizational planning through PERT-CPM theory and Gantt charts. Facebook user behavior is analyzed based on sociodemographic and cognitive variables. A multi-criteria model is proposed to prioritize public investment projects in SEMAPA, addressing low investment execution. Internal communication in organizations is examined, highlighting its impact on transparency and efficiency. The financial instability in the U.S., its effect on the global monetary system, and the dollar standard crisis are analyzed. The Data Envelopment Analysis method is applied to assess the efficiency of resource allocation in rural municipalities of Potosí. Market demand is studied from a marketing perspective, emphasizing theoretical weaknesses and the need for a solid analytical framework. Finally, product placement is investigated as an innovative advertising communication strategy and its impact on brand message effectiveness.