by Fernando Trías de Bes, Philip Kotler · Empresa Activa · tapa blanda · ISBN 9788492452743
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This book, written by Fernando Trías de Bes and Philip Kotler, presents a new model for business innovation management known as the ABCDEF model. The authors, drawing on years of experience in innovation, marketing, and business management, offer a practical and direct guide to changing the way companies think about innovation. It is an essential read for anyone with management responsibilities in a company.
Spanish economist, professor and writer
