by Miguel Santesmases Mestre · Pirámide · tapa blanda · ISBN 9788436813982
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«Marketing: conceptos y estrategias» is the marketing manual by Miguel Santesmases Mestre, published by Pirámide in paperback (1064 pages).
The work studies why people and institutions exchange goods, services or ideas and how to stimulate those exchanges to achieve lasting relationships. It is organized into twenty-two chapters and five parts; each chapter includes objectives, review questions, key terms and recommended readings.
Fourth edition, published in 1996, with CD-ROM for PC that allows checking knowledge and solving practical exercises; in Spanish.
Textbook and reference manual for those who want to learn the fundamentals and methods of marketing, especially in competitive environments.
