El Plan de Marketing en la Práctica

This is book is aimed at the upper management of companies which are aware of the need to survive in the battlefield of market competition. The aim is to offer a practical, useful and efficient tool which will take them step by step through the various stages in the production of a marketing plan.

This fourteenth edition provides eleven marketing plans for companies pertaining to different sectors of activity: manufacturing, service industries, consumer goods producers, etc. There are four plans in the paper version and seven on the accompanying CD.