by José Luis Munuera Alemán, Ana Isabel Rodríguez Escudero · Pirámide · tapa dura · ISBN 9788436811117
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«Marketing estratégico: Teoría y casos» is the manual by José Luis Munuera Alemán and Ana Isabel Rodríguez Escudero, published by Pirámide in hardcover.
Studies the relationship between marketing and strategic management, with special attention to market orientation. Covers market delimitation and analysis, segmentation, positioning, competition, and strategic diagnosis using portfolio matrices, financial models, and the PIMS project. Includes cases and marketing planning, execution, organization, and auditing.
Published by Pirámide in May 1998, in the Business and Economics category. ISBN-13: 9788436811117; ISBN-10: 8436811119.
Aimed at business executives, consultancies, and market research firms seeking to apply brand strategies and marketing plans.
