El plan de marketing en la práctica

Synopsis of El plan de marketing en la práctica

This work has established itself as an essential practical tool for entrepreneurs, managers, professors, and marketing students in both Spain and Latin America. Through a practical, step-by-step approach, the author guides the reader through the different stages required to develop an effective marketing plan, enabling companies to survive and stand out in competitive environments. In this twenty-fifth edition, José María Sainz de Vicuña Ancín updates the content to address current market challenges, with a special focus on sustainability and ESG standards, increasing digitalization, internationalization, and the ability to adapt to change. The book includes numerous case studies that illustrate the application of the methodology across various sectors, from industrial to service companies.