by Jaime Loring, Miguel Ángel Quintana · tapa dura · ISBN 9788423415007
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«Principios de Marketing» is the marketing manual by Jaime Loring and Miguel Ángel Quintana, published by Deusto in hardcover (278 pages, in Spanish).
The book places marketing in the context of the economy and the company: it analyzes the environment, strategies and marketing systems, and reviews basic tools for applying them (product, distribution, price and communication). It also explains how to measure the effectiveness of the marketing plan and study profitability according to expected benefit.
It was published in 1997 and falls under the Business and Economics category.
