by Esteban Grande, Ildefonso Grande Esteban · Esic · tapa blanda · ISBN 9788473561396
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«Marketing de los servicios» is the services marketing manual by Ildefonso Grande Esteban, published by ESIC in paperback (342 pages, in Spanish).
It analyzes the economic causes of the growth of the services sector and the implementation of marketing in companies that provide them. It covers strategic planning, the behavior of services consumers and the development of the offer, and includes tools for measuring positioning, attributes and preferences, as well as criteria for setting prices.
It belongs to ESIC's Manuales prácticos de marketing collection, within the field of economics and business. It was published in 1996.
Intended for the professional and academic field of marketing, economics and the management of service companies.
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