by Ildefonso Grande Esteban · ESIC Editorial · tapa blanda · ISBN 9788473563970
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«Marketing de los servicios» is the marketing manual by Ildefonso Grande Esteban, published by ESIC Editorial in paperback (362 pages, in Spanish).
It studies the economic reasons for the rise of the services sector and the role of marketing in organizations that offer these services. It explains how to introduce marketing into service companies, develop a strategic plan, set prices and design distribution and communication.
Fourth revised and updated edition, published in 2005 within the Libros profesionales de empresa collection.
It is aimed at marketing professionals and students of economics and business, especially those who work or train in the services sector.
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