El plan de marketing en la práctica

Synopsis of El plan de marketing en la práctica

«El plan de marketing en la práctica» is the marketing manual by José María Sainz de Vicuña Ancín (ESIC Editorial, paperback, 499 pages, Spanish).

Step-by-step guide to developing a marketing plan: from situation analysis and diagnosis to setting objectives, choosing strategies and defining action plans. It presents four plans applied to industrial, service and consumer goods companies, and details the requirements for a marketing plan to work.

Seventeenth edition, revised and updated, from the Professional Business Books collection. Selected as one of the 20 best management books by Capital magazine.

Reference work for senior management, business schools, consulting firms and marketing students.