by Enrique Carlos Díez de Castro, Isabel María Rosa Díaz · Esic Editorial · tapa blanda · ISBN 9788473563635
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«Gestión de precios» is the manual by Enrique Carlos Díez de Castro and Isabel María Rosa Díaz, published by Esic Editorial in paperback (526 pages).
It studies price setting from a dual perspective: normative (how it should be established) and positive (actual business practice). It analyzes price as a marketing variable, its determining factors —costs, demand, competition, perceived value—, demand-based methods and strategies, including international ones.
Fourth revised and updated edition of the work, published in Spanish by Esic Editorial on August 2, 2004.
For undergraduate, master's or specialized course students in business management and marketing, as well as for professionals who must set prices.
