by Jacques Lendrevie, Denis Lindon · Tapa blanda · ISBN 9782247011964
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«Mercator» is the marketing manual by Jacques Lendrevie and Denis Lindon, published by Dalloz in 1990 (4th edition, in French).
A reference work on marketing that addresses the fundamentals of the discipline: market and consumer analysis, product strategy, price, distribution and communication. It explains concepts and techniques with examples designed for students and management professionals.
It is part of the collection «Dalloz Gestion, série marketing» and has the subtitle «Théorie et pratique du marketing».
Intended for marketing students and professionals looking for a reference work with the concepts and techniques of the discipline.
