by Enrique Díez de Castro · ESIC EDITORIAL · tapa blanda · ISBN 9788473562836
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«Gestión de precios» is the marketing and sales handbook by Enrique Díez de Castro, published by ESIC Editorial in paperback (275 pages, in Spanish).
The work studies price management in the company from a normative approach, focused on how it should be done, and from a positive approach, which attends to what is actually done in business practice. In this way it combines theory and reality to present price as a management decision.
Third edition of the work, published in 2001. It falls within the areas of business, strategy and management, and sales and marketing.
Aimed at both students and marketing and sales professionals who work on pricing within the company.
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