by Ildefonso Grande Esteban · Esic Editorial · tapa blanda · ISBN 9788473561914
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«Marketing de los servicios» is the marketing manual by Ildefonso Grande Esteban, published by Esic Editorial in paperback (424 pages, in Spanish).
Manual applying marketing to services: reviews the reasons for the sector's growth, how to incorporate marketing into the company, and the development of a strategic plan. Analyzes the consumer, supply, prices, distribution and communication, and relates perceived quality to customer satisfaction and competitiveness.
Second edition, published on May 24, 1999. Includes operational instruments for measuring positioning, service attributes and preferences, with examples.
Intended for university students and professionals in marketing and business management working with services.
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