by Rafael Ordozgoiti de la Rica, Ignacio Pérez Jiménez · ESIC Editorial · tapa blanda · ISBN 9788473563420
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«Imagen de marca» is a marketing work by Rafael Ordozgoiti de la Rica and Ignacio Pérez Jiménez, published by ESIC Editorial in paperback (216 pages).
The book analyzes how perceptions and brand image are formed about products, services, companies and institutions. With real examples from the authors' careers, it covers market and environment, purchase motivations, segmentation, commercial research, positioning, marketing mix, and promotion and sales.
First edition published in 2003, part of the Libros profesionales collection from ESIC Editorial.
Aimed at marketing and commercial management professionals and students who want to understand how a brand's image is built.
