by José María Sainz de Vicuña Ancín · ESIC Editorial · tapa blanda · ISBN 9788473566223
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«El plan de marketing en la práctica» is the marketing manual by José María Sainz de Vicuña Ancín, published by ESIC Editorial in paperback.
A guide for senior management that explains, step by step, how to develop a marketing plan: analysis and diagnosis of the situation, setting objectives, choosing strategies and defining action plans. It includes case studies of companies from industrial, service and consumer sectors to bring the methodology closer to real practice.
Thirteenth revised and updated edition, published on September 2, 2009. Belongs to the Libros profesionales de empresa collection. Includes CD-ROM with seven marketing plans.
Reference manual for businesspeople, managers, teachers and marketing students.
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